Connect with us

Headlines

The Google Game: How Luxury Jeweler Brands Target the Affluent With Different Search Strategy

mm

Published

on

Branded keywords taking priority over more generic search terms.

According to a new report on the online search strategies of luxury watch and jewelry brands, the majority of those labels have turned to organic and paid search leads using branded terms to drive website traffic, writes Luxury Daily. The article says this strategy strengthens the search presence of luxury brands who previously used unbranded keywords like “timepiece” and “engagement ring,” which yielded more results for department stores and other retail outlets that cater to mass-market consumers.

“Luxury brands have taken a much more nuanced approach towards reaching their target customer,” said Elizabeth Elder, research associate at L2. “They don’t want the customers who are shopping for lower-priced items, so they are willing to sacrifice visibility on certain keywords in order to strategically align themselves with the right market.”

But, the article adds, unbranded terms shouldn’t be considered unsuitable for luxury brands. Elder offers an example: “A luxury consumer might have an idea for a type of ring she is looking for: a gold ring, maybe a Cartier Love ring. However, Piaget just released their newest Possessions collection. Piaget can bid on unbranded terms such as ‘gold’ and ‘ring’ to help promote its new collection and drive that shopper away from Cartier to Piaget.”

Read more at Luxury Daily

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular