Solved: High CPCs on Facebook Ads for Jewelry Brand

Hi there,

Thanks for reaching out! Happy to give you some initial thoughts and guidance on your Facebook Ads issues with your jewelry brand.

From what you've described, the high CPCs are a real pain, especially when your CPMs seem alright. Sounds like there is a problem with people not clicking on your ads.

Let's break down a few areas where you might be seeing the issue and how to possibly address them:

• Ad Creative Quality: This is the first thing I'd look at. If your CPM is fine but your CPC is really high, it suggests people are seeing your ad, but it's not compelling enough to click. With jewellery, visuals are everything.
• Targeting Mismatch: Even with broad targeting, if the people seeing your ads aren't genuinely interested in jewelry, your CTR will suffer. Broad targeting isn't always a 'set it and forget it' kinda thing.
• Pixel "Pollution": The test purchases *could* be skewing your pixel data, but I wouldn't jump to a new pixel just yet. There are ways to filter that data.

Here's a summary of some actionable solutions:

Ad Creative: The Visual Hook

This really is the biggest piece in your industry, especially for jewellery. I can't stress this enough: jewellery is a visual product. If your photos aren't amazing, people won't click. Think about investing in professional photos that show the jewelry being worn in a appealing way. Short videos of someone wearing the jewlerry and showing it off could also be worthwhile. I remember one client who was selling handcrafted products. Their start page looked pretty cluttered and was slow to load, the product images would probably look much better with proper photography and models (even just a video of you showing/wearing them might work), no product descriptions on the product pages.

Actionable steps:

• Get professional-quality photos or videos.
• Focus on lifestyle shots - show the jewelry being worn, not just laid flat.
• A/B test different angles, backgrounds, and models.
• Make sure your product images are not slow to load. Optimise them.

Audience Targeting: Finding the Right Eyes

Broad targeting can work, but it's not a magic bullet. You need to ensure Facebook is showing your ads to people who are at least *somewhat* likely to be interested in jewelry.

Actionable steps:

• Layer in interest-based targeting: "jewelry," "fashion accessories," specific types of jewelry (e.g., "silver necklaces").
• Test lookalike audiences based on your existing customers (if you have enough data).
• Consider retargeting website visitors. People who have already shown interest are more likely to convert.

Pixel Data: Cleaning Up the Noise

Okay so lets have a look at your pixel. The test purchases *could* be messing with your data, but I'd exhaust other options before creating a new pixel. Test purchases are messing with your data.

Actionable steps:

• Use Facebook's event setup tool to ensure your purchase events are firing correctly.
• Explore audience exclusions to remove test purchases from your retargeting audiences.
• Give the pixel some time to "re-learn" after you've made these adjustments.

Campaign Structure: Ensuring a Smooth Flow

Your campaign structure of 1 CBO, 1 broad ad set, and 3 creatives is a good starting point, but it's not set in stone.

Actionable steps:

• Try creating multiple ad sets, each targeting a slightly different interest or demographic.
• Rotate your creatives regularly to avoid ad fatigue.
• Monitor the performance of each creative and ad set closely, and pause the underperformers.

We'll need to look at traffic quality and your website...

If you're getting clicks but no sales, the issue might be with your website or landing page. Is it easy to navigate? Are your product descriptions clear and compelling? Do you have clear calls to action?

Actionable steps:

• Ensure your website is mobile-friendly.
• Improve your product descriptions. Highlight the benefits of your jewelry.
• Add clear calls to action on your product pages (e.g., "Add to Cart," "Shop Now").
• Simplify the checkout process.

I'd say you need to give it more time...

Facebook Ads often require some time to optimise. Don't expect instant results. Give your campaigns at least a week or two to gather data and adjust accordingly. Be patient, be persistent, and don't be afraid to experiment.

Are you targetting the right countries?

Another point is, which countries are you targetting? Jewellery is something that will vary significantly based on culture and targetting, I'd double check where you are targetting and whether these are the right countries for your brand.

When to Consider Expert Help

I know this is a lot to take in! If you've tried these steps and you're still struggling, it might be time to bring in some expert help. Scaling ads for software and SAAS products is difficult and something that we have worked with several clients on and seen great results with UGC videos.

Sometimes, an outside perspective can make all the difference. We've helped numerous businesses, including SaaS companies, overcome their advertising challenges and achieve their goals. I've run quite a few campaigns for B2B SaaS. Some see ROI within a few days. But many take longer to optimise. A lot will depend on your offer, a completely free trial usually works best to get people in the door, then you can onboard them, nurture them, and upsell them to a plan later. To get people interested, you need a landing page with persuasive copy - we use a copywriter for this with experience writing for SaaS. Then need to decide on the right ad platform: for B2B it's usually either LinkedIn or Google Search ads. Probably only search ads will be viable in your case as you need people to be actively searching for a new accounting software.

If you'd like to explore how we can help, we offer a free consultation. It's a chance for us to learn more about your business and your goals, and for you to see if we're the right fit.

Regards,

Team @ Lukas Holschuh