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

Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

Promoted Headlines

Most Popular