Hakan Mücevherat
Search + social for high-basket products; retargeting and catalogue campaigns.
My roleHead of Performance Marketing
Period2023 · Adsaturn
ChannelsGoogle Ads · Facebook Ads
BrandHakan Mücevherat →
07
Jewellery · Google & MetaProblem
Where it started.
In jewellery the decision takes long; a first-visit purchase is rare. Without a re-engagement setup, every search campaign was losing the visitor.
Approach
Step by step.
Search + Shopping
Product-group campaigns, brand/generic split.
Catalogue & retargeting
Facebook catalogue ads, site-visitor and cart-abandon audiences; product-level dynamic creatives.
Result
What changed.
The path from first visit to purchase was closed with remarketing; cart-abandon audiences became the most efficient segment.
2Channels
1Catalogue setup
3Retargeting audiences
Learnings
Lessons.
- Retargeting is mandatory at high basket values. An account structure that treats the first click as the purchase doesn't work in jewellery.
Shall we talk ?
I'd be glad to walk you through the details, the data and the decisions behind it.