Getting Started with Digital Advertising for Your Jewelry Brand

Have you been on the fence about trying digital advertising like Facebook ads, Instagram ads, or Google AdWords? You may be hesitating because you want to achieve a favorable ROI from your ads – and you’re not sure how to do that without any guarantee your ads will work.

The truth is that the only way you’re going to get impressive ROI on your first advertising campaign is if you’re extremely lucky. That’s it. When it comes to advertising, you can make very educated guesses about how to build your strategy, but you’ll never know for sure whether or not your advertisements will work the way you intend – until you start running them. You’ll likely have to begin with a few small advertising experiments before you find an approach that works.

We want to reassure you that it’s okay to not find instant success with digital advertising for your jewelry brand. In fact, your initial missteps and stumbles will actually benefit you in the long run. Don’t get caught up in “analysis paralysis” and instead find out how you can move forward and gain valuable insights about your brand.

So how can you make the most out of your initial baby steps into advertising? Start by running a Facebook campaign with a low daily budget, so that you can get the valuable feedback you need to move forward with a higher-budget campaign. First thing’s first: don’t just “boost” a Facebook post or promote an Instagram post. To find out why, read our blog post about the topic.

Instead, open an advertising account with Facebook Business Manager and create a campaign from scratch. I’ll admit that Business Manager involves a bit of a learning curve, but you can find a number of helpful tutorials online. Hubspot has one here, Hootsuite has one here, and AdEspresso has one here.

One of the best things about creating a Facebook/Instagram ad from scratch is that you can choose your demographics – and get pretty specific when defining your target audience, even down to a person’s interests. You can also connect with people who’ve already expressed some interest in your jewelry brand.

Just the process of creating an ad, from choosing the right image to writing impactful copy, will help you better understand your brand. Since you’ll be putting money behind this advertising campaign, you’ll want to feel confident that your ad will pack a punch. Creating an ad may even inspire you to reevaluate the way you’re communicating with your target customers – or even cause you to rethink your target customers altogether.

Once your ad is up and running, you’ll want to check regularly for results. Based on the type of ad that you run and your goal for each ad, you’ll be monitoring different metrics. For example, if you’re running an ad with the goal of selling a specific piece of jewelry or collection, you’ll want to track click-through-rate and conversions. If you’re running an ad with the goal of brand awareness, you’ll want to track impressions, reach, and frequency. From there, you can decide whether or not your key performance indicators or KPIs are living up to your expectations.

Spending a little bit of money on these ads – even just $5 or $10 per day for two weeks – can help you determine whether or not what you think about your target customers is actually true. And this valuable information can help you make better and more informed decisions about your future marketing strategy.

Another benefit of running Facebook ads is that the campaigns are in real time. You can check Business Manager multiple times per day to view how your ads are performing, and you can stop them at any time. If you invest in other forms of advertising, like a print magazine ad or event sponsorship, you may never see your ROI – or know about it for many months.

Furthermore, these ads will help you gain more mileage from your content, and you’ll likely start to see more potential customers liking and commenting on your posts. By exposing your brand to new people, you may even gain feedback, which can help guide future decisions about product development and more.

Running a small Facebook ad campaign can give you the confidence you need to run a more ambitious campaign down the road and to tailor your marketing strategy so that it’s more effective. Even if you don’t make any sales from your first advertising campaign, your investment in the ads will yield valuable data that you can analyze and then use as the basis for making important conclusions about your audience and your products.