Online diamond jeweller,, announces a TV advertising campaign designed to reduce reliance on search engine position and pay-per-click

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Straight talking online diamond jeweller,, who five years ago famously turned down the highest ever offer made on the BBC Dragons’ Den, announces a TV advertising campaign designed to reduce its dependency on search engine position and pay-per-click and exercise a medium which provides creative opportunity to demonstrate the company’s style, values and personality. wanted, needed to use a mainstream advertising medium which would allow them to project the style, values and culture of the brand and that, it was decided, meant television. is a family business owned and run by the Billings, or B’lings as Theo Paphitis wittily renamed them, they have been manufacturing diamond rings, jewellery and wedding rings since the late sixties and have been pure-play etailers for the last 13 years. The family were concerned and frustrated that their advertising and marketing was becoming limited to incessant S.E.O work and the 3 lines, just 95 characters which defines a Google adword combined of course with the mandatory flirtations with Social Media. wanted, needed to use an additional mainstream advertising medium which would allow them to project the style, values and culture of the brand and that, it was decided, meant television. is proud of its ethical openness with clients, its share-all principles and its refreshing approach in what can be a traditionally stuffy industry. So not for them the traditional soft focus, hearts-and-flowers, him on bended knee, the rotating diamond engagement ring, the soft romantic music with a deep come-to-bed voice over. Remarkably the T.V adverts do not feature jewellery, no close-ups of diamond rings and absolutely no cheese. The adverts are unashamedly aimed to motivate men and designed to get him reaching for the ipad, right there and then on the sofa.

Pay-per-click, paid position and prominent natural search engine listings remain of paramount importance to as a pure-play design and manufacturing diamond jewellery etailer. But as an advertising, sales and marketing vehicle, these services come without brake or clutch pedal, there’s no slowing down, no stopping and lift the throttle and you risk losing market share and losing it instantly. You are not in control; you are taking the preverbal blunderbuss to market. There is no doubt that Google’s Adwords is a powerful, essential tool but if you are paying £6 a click for a key phrase like ‘engagement rings‘ it needs to be handled with care. Most diamond engagement ring websites convert less than one in a hundred visitors to a sale and that means an acquisition cost in excess of £600 a customer, which makes adwords on ‘vanity phrases’ like engagement rings beyond all but the most established of online diamond jewellers. Thankfully with its online history, positive reviews and long reputation, still achieves a viable return on investment via the use of adwords but are excited by the inclusion of TV in their sales and marketing budgets.

Founder Clive Billing said that he did not see the ‘corner-cutting-me-too-but-cheaper’ approach of many of’s online competitors as a scalable business model, we’re not about compromising the product, our competitive prices and unquestionable quality and value is down to volume, efficient buying, manufacturing it all in house then add to that a huge and continued investment in technology, of course working on a lower than traditional margin helps a lot’, he digressed ‘Hmmm, I suppose we could be cheaper still, if we exaggerated too’

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Clive Billing
since: 06/2009
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