Diamond Dealer Direct - Pay Per Click (PPC) Campaign
The Company
Diamond Dealer Direct wished to complement their new, Birmingham Jewellery Quarter
high street outlet with an e commerce online shopping facility. In such a highly
competitive market, the customer felt it would be necessary to kick start their
new site with an intensive Pay Per Click campaign and approached Chetan's internet
consultancy for advice.
Getting The Campaign Started
The directors of Diamond Dealer held several meetings with Chetan, probing his knowledge
as an internet consultant experienced in developing and running PPC campaigns to
increase the search engine optimisation of business websites.
Chetan discussed with his customers the merits of the two primary models of determining
the cost they paid per click: flat-rate and bid-based. Diamond Dealer then considered
the potential value of each for a click from a given source; targeting; the target's
interest and intent to purchase, and the days and times to mount the campaign.
Key words and phrases were identified and incorporated into Diamond Dealer's advertisements
to attract search engines manipulating keyword queries.
Diamond Dealer Direct Pay Per Click Campaign - The Results
Chetan designed and instituted the PPC campaign for Diamond Dealer Direct in 2007
and his internet consultancy has managed the campaign ever since.
This customer finds Pay Per Click a very cost effective marketing tool. It gives
a very good return on investment because it brings people to their site who are
searching for exactly what they are offering.
The overall result of the Diamond Dealer PPC campaign masterminded by Chetan's internet
consultancy is that it has increased sales for them, both on the website and in
increased footfall and sales in their retail outlets.
The jewellery trade is noted for its aggressive marketing so it was essential that
the Diamond Dealer Pay Per Click campaign had the correct focus. Continual monitoring
in the early stages produced increasingly successful results and close co-operation
between Chetan's internet consultancy and his customers helped them achieve their
internet aspirations.
A Cost Effective Marketing Tool
The campaign is run very cost effectively as the internet consultancy takes the
burden from Diamond Dealer in monitoring it and making adjustments whenever necessary
to ensure the advertisements remain highly placed so they can concentrate their
staff time on making the sales.
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Diamond Dealer Direct is a long-established diamond merchant and manufacturer
with a recently acquired retail outlet which now enables them to deal direct with
the public giving access to one of the UK’s largest stock of internationally recognised
certified diamonds from the top gemmology laboratories. A high end ecommerce shopping
website and content management system with a sophisticated and customised pricing
software system and also an extensive search engine campaign was developed for Diamond
Dealer Direct.
Web design summary:
- Web Design
- Ecommerce shopping cart
- Search Engine Optimisation
- PPC campaign
- Bespoke Content Management System
- Reporting System
- Order Management System
- Registration System