Steven Singer Jewelers wins Valentine’s Day on YouTube

About 

Steven Singer Jewelers partnered with NetElixir, a member of the Google Leadership Circle, to leverage their AI-powered strategies for the ever-evolving Google Ads landscape. NetElixir provided cutting-edge consultative support to Steven Singer throughout the Valentine’s Day season. This included account-wide campaign optimizations and the development of a best-practice top-of-funnel marketing Google strategy.

 

Challenge 

Steven Singer Jewelers, a nationwide jewelry company, sought to increase their presence in the floral market this Valentine’s Day by connecting new and returning customers with their 24kt gold-dipped roses. After seeing success in driving incremental sales with their social media advertising strategy, Steven Singer Jewelers expanded their new customer acquisition and remarketing efforts by testing YouTube Video Action (VAC) ads in tandem with their legacy Discovery ads.

 

Approach

By leveraging the success of top-performing ad copy from social media, Steven Singer Jewelers was able to create a robust portfolio of video and text assets to drive more consideration for their gold-dipped roses on YouTube. Steven Singer’s prospecting approach utilized skippable in-stream ads with various video sequencing preferences to capture new customers at various stages of consideration. Their remarketing approach, on the other hand, focused on responsive video ads in order to generate the most compelling combination of text and video assets for potential customers.

 

Solution

By leveraging YouTube VAC alongside Discovery campaigns, Steven Singer and NetElixir not only drove more sales for its gold-dipped roses, but also increased efficiency on its account-wide bottom funnel tactics. During Valentine’s Day, Steven Singer Jewelers’ account-wide Return on Ad Spend (ROAS) rose by 19% and Cost Per Acquisition (CPA) was 11% more efficient compared to Valentine’s Day the prior year.