Do you want to reach more people and sell more jewellery?
Facebook is one of the best places to advertise your jewellery business. And running Facebook ads can help you find new customers, bring back old ones, and make a lot more sales.
But if you’ve never run Facebook ads before, it can be hard to know where to start. What kinds of ads work best for selling jewellery? How much should you spend? And how can you make sure your ads reach the right people?
Don’t worry – we’ve got you covered.
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In this article, we’ll break down everything you need to know about running Facebook ads for your jewellery business. We’ll share practical tips and advice to help you create ads that grab attention, target the right audience, and turn clicks into customers.
So, read on to learn how to use Facebook ads to take your jewellery sales to the next level!
Understand Your Target Audience
The key to running successful Facebook ads for jewellery is to really understand who your target customers are. You need to know things like their age, gender, location, interests, and buying habits. The more specific you can get, the better.
For example, let’s say you sell handmade silver necklaces. Your target audience might be women aged 25-44 who live in urban areas, have an interest in fashion and unique accessories, and tend to shop online. Knowing these details will help you craft ad creative and targeting that speaks directly to this group.
Facebook’s Audience Insights tool is a great way to research your target audience. It shows you detailed information about people connected to your Page, or you can look at broader groups based on demographics and interests. Spend some time exploring this to really get to know your ideal customers.
You should also think about what style, occasion, and price point your jewellery fits. Are you targeting luxury buyers or those looking for affordable everyday pieces? Customers shopping for an engagement ring will respond to very different messaging than those looking for a cute pair of earrings under £50.
So, get clear on your jewellery’s niche.
Create Eye-Catching Ad Visuals
The first thing people will notice about your Facebook ad is the image or video. In a sea of content, you need a visual that makes them stop scrolling and pay attention.
For jewellery ads, close-up, high-quality product photos tend to perform best.
Make sure your main image clearly showcases your jewellery and its unique details. The piece should be the focus, not the model or background. Use bright, natural lighting and style the photo in an appealing way, just like you would for your product pages.
If you’re featuring multiple products, a collage image can work well. Facebook also offers a carousel format where users can swipe through up to 10 images. This is a great way to showcase a jewellery collection and appeal to different tastes.
In addition to static photos, consider creating video ads. Videos are highly engaging and can help bring your jewellery to life. Even a simple 10-15 second clip of someone wearing and interacting with your pieces can be very compelling.
No matter what visuals you use, make sure they’re sized correctly for Facebook’s ad specs. Images should be at least 1080x1080px for square formats, while videos can be square, horizontal, or vertical.
Write Compelling Ad Copy
Along with strong visuals, your Facebook ads need persuasive copy that motivates people to take action. The text should be clear, concise, and focused on the benefits your jewellery offers, not just its features.
Start with an attention-grabbing headline that speaks directly to your target audience. And use words that evoke emotion or enthusiasm, like “stunning”, “gorgeous”, “you deserve this”, etc. The headline is your chance to make a strong first impression.
In the primary text, expand on what makes your jewellery special. Highlight unique materials, craftsmanship, the meaning behind a piece, or the feeling someone will get wearing it. Use sensory words to help people imagine owning your jewellery.
If you’re running a sale or special offer, make that the focus of your copy. Clearly state the discount or deal they’ll get and any exclusions or end dates. Creating a sense of urgency can compel faster action.
End every ad with a specific call-to-action that tells the user what to do next, like “Shop Now”, “Learn More”, or “Get 50% Off Today”. Facebook lets you choose from several CTA button options depending on your ad goal.
As you write your ad copy, keep in mind that Facebook has a maximum word count based on the ad format. You typically want to keep text short anyway – a couple crisp sentences are usually more impactful than long paragraphs. Edit ruthlessly and remove any fluff.
Set Strategic Targeting
After creating engaging ad creative, it’s time to set up your target audience for the campaign. Facebook’s ads manager lets you target users based on all sorts of criteria, including:
- Demographics like age, gender, relationship status, education, job title, etc.
- Locations, down to the city level in many countries
- Interests like fashion, accessories, shopping, jewelry, weddings, etc.
- Behaviors like past purchases or engagements with your page/website
- Custom audiences based on your email list or website visitors
- Lookalike audiences that find new people similar to your existing customers
For jewellery ads, a blend of demographic, interest, and behavioural targeting usually works best. Think back to your target customer profile – what targeting options best match those criteria?
For example, you might target women 25-44 who live in the UK, have expressed an interest in jewelry/accessories, and have made an online purchase in the last 30 days. You can also exclude certain groups, like people who already like your page, to avoid wasted impressions.
Start your targeting fairly broad and see what performs best, then gradually narrow it down. It’s also a good idea to create separate ad sets for different customer segments, like one for people interested in bridal jewellery vs those interested in everyday fashion.
As your campaign runs, keep an eye on results and continue to tweak your targeting. Facebook’s algorithm will automatically start optimising for the people most likely to convert.
Optimise Your Landing Page
Your ad might get someone to click, but the real goal is to make a sale. That’s why it’s crucial that your ad links to an optimised landing page designed for conversion.
For jewellery ads, it’s usually best to link directly to the specific product page featured in the ad. That way, the customer can go straight to learning more and adding to cart. The exception would be if you’re advertising a collection, new line, or sitewide sale – in those cases a collection or sale page may convert better.
No matter what type of landing page you use, there are a few key elements it should include:
- High-quality photos and videos showing multiple angles of the jewellery
- Detailed yet scannable product descriptions that highlight key features and benefits
- Clearly displayed pricing and any current discounts or offers
- Customer reviews or testimonials for social proof
- Prominent, easy-to-find “Add to Cart” or “Buy Now” buttons
- Streamlined page design focused on conversion, without distracting elements
- Mobile-friendly layout that looks great on any device
Your ad landing page is an extension of your ad – its entire purpose is to close the sale. Think like a customer and remove any potential points of friction or confusion.
And before directing ads to any page, carefully review it with a critical eye. Consider running some user tests to see how real people interact with it. A few landing page tweaks can make a huge difference in campaign performance.
Monitor, Test, and Refine
Successful Facebook advertisers never just “set it and forget it”. Running profitable jewellery ads requires ongoing monitoring, testing, and refinement. Even small optimisations can lead to major improvements in results over time.
First, make sure you’ve installed the Facebook Pixel on your website. This snippet of code allows you to track actions people take after clicking your ad, like viewing specific pages, adding to cart, or making a purchase.
Having this data is essential for measuring results and enabling retargeting.
Once your campaign is running, keep a close eye on key metrics like:
- Click-through rate (CTR) – the percentage of people who click your ad after seeing it
- Cost per click (CPC) – how much you pay on average for each ad click
- Conversion rate – the percentage of ad clickers who actually make a purchase
- Return on ad spend (ROAS) – how much revenue you make for each dollar spent on ads
You can view all of these metrics in Facebook Ads Manager. If something seems off, like a very high CPC or low conversion rate, it’s a sign that you need to adjust your targeting, ad creative, or landing page.
It’s also important to regularly test and experiment with new ad variations. Facebook makes this easy with its A/B testing feature. For example, you might test two different main images, headlines, or even completely distinct ads against each other to see what performs best.
For the clearest results, change only one variable at a time. Let your test run for at least a few days before picking a winner to ensure statistical significance. Repeat this process continually and you’ll gradually hone in on the most effective jewellery ads for your business.
As you collect data and learn what works, start increasing budgets for your top-performing ads and campaigns. Reallocate spend from lower ROI initiatives so you can maximise results.
Leverage Retargeting
Retargeting is one of the most powerful tools for Facebook jewellery ads. It allows you to show ads to people who’ve already interacted with your business in some way, whether by visiting your website or engaging with your Facebook page.
This audience is extremely valuable because they’re already familiar with your brand. Retargeting reminds them of the beautiful jewellery they were looking at and encourages them to come back and buy.
The most common retargeting strategy is to show ads to people who viewed specific product pages but didn’t purchase.
For example, you could set up an ad targeting users who looked at earrings in the last 30 days. The ad creative would then feature the specific earrings they viewed.
You can also retarget people who’ve gotten further down the funnel, like adding an item to their cart but not completing checkout. In these cases, offering a discount code or free shipping can be a great motivator to close the sale.
To set up retargeting, you’ll need to create Custom Audiences based on your pixel data or customer contact list. Facebook then lets you market to those users, or create Lookalikes to find similar people.
With jewellery, it often takes a few exposures for someone to be ready to buy, especially at higher price points. Retargeting keeps your brand and products top of mind until they’re ready to purchase.
Expand with Other Ad Types
While single image or video ads are great for driving direct sales, consider expanding your Facebook strategy with other campaign types. These can support long-term brand growth and audience building.
Carousel and Collection ads allow you to showcase multiple products and encourage exploration on your site. Use these formats to highlight new jewellery lines, seasonal collections, or bestsellers.
If you want to raise more general brand awareness, look into video views, reach, and engagement campaign objectives. You might run a video ad sharing your brand story and values, or promote a helpful jewellery styling guide to attract shares and comments.
Facebook also offers Dynamic Product Ads, which automatically promote relevant items to users based on their browsing history and behavior. These work well for jewellery retailers with large product catalogs.
As you plan your jewellery marketing mix, consider how Facebook ads can support your larger business goals at every stage of the customer journey. A full-funnel approach tends to get the best results.
Stay Compliant and On-Brand
When running jewellery ads on Facebook, it’s important to stay up to date with the platform’s advertising policies. Ads can be rejected for things like making deceptive claims, using low-quality images/video, or linking to a poor landing page experience.
Follow Facebook’s guidelines around branded content, data collection, and restricted products. If you’re running a contest or offering a discount, make sure you clearly state all the applicable terms and conditions.
It’s also crucial that your Facebook ads align with your larger brand identity. Use the same colors, fonts, logos, voice and tone as the rest of your marketing channels. People should immediately recognize the ad as coming from your jewellery business.
Your ad creative is often the first interaction someone has with your brand. Make sure it represents your business well and creates the right impression. When in doubt, favor quality over quantity.
Conclusion
We’ve covered a lot in this guide to running Facebook ads for jewellery! While it might seem overwhelming at first, just focus on one step at a time.
Start by getting crystal clear on your target audience and setting up your pixel. Craft some eye-catching ads, set your initial targeting, and let them run.
As you start to gather data, look for opportunities to optimise your ad creative, targeting, and landing pages. Test, learn, and test again.
Then embrace retargeting to bring back interested shoppers, and consider expanding into additional Facebook ad types over time.
Stay true to your brand and remain compliant with ads policies. Most importantly, keep your customer at the heart of everything you do. With some patience and persistence, Facebook ads can become your jewellery business’ most lucrative sales channel.
So what are you waiting for? Get out there and start turning those ad clicks into loyal customers! With this guide and some practice, you’ll be a Facebook ads pro in no time.
Want more customers for your jewellery business? Let Upbeat Agency help you create effective Facebook ads. Contact us today!
