Hakan
What I did for this brand
Year by year, piece by piece.
Jewellery · Turkey
How I approached it
What made this hard
In high-basket jewellery nobody buys on the first visit. The decision stretches over weeks, the shopper drifts in and out, and the last-click report shows only the final step of that journey. Judged on last click alone, the campaign that created the demand in the first place looks worthless — and it's usually the first one to get switched off.
What I prioritised
On search I separated brand and generic queries; kept in one campaign, the cheap conversions from brand search hide the generic campaign's real performance. On Facebook we built a return path for that long decision window using catalogue ads and cart-abandon audiences. Why you shouldn't run budget on ROAS alone is even clearer with this kind of product.
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