Appleby Jewllers


The Client

Appleby Jewellers, Dublin, have dedicated more than sixty years to creating a worldwide reputation for excellence and creative jewelry design, offering renowned diamond expertise and the very best in quality and value.


  • Reduced cost per click by 90%
  • Increased click through rate by 140%
  • Continue to drive new business through the website and increased footfall into their Dublin jewellery store

The brief

Appleby needed a Digital Marketing agency with the expertise to manage a budget, effectively across their product range. Recommended by a colleague, Swot Digital were approached.

SWOT Digital’s work

Upon being engaged, time was spent, analysing AdWords performance to date and establishing where Appleby benchmarked against competitors in their vertical. Although a highly competitive industry opportunities were discovered in long tail keywords which were the focus of the early work. They allowed  Appleby to acquire new business on less competitive keywords which had lower cost per clicks than more generic, high volume, more competitive terms.

As the account has progressed new innovations continue to be introduced such as remarketing and Google shopping which has helped preserve Appleby’s
competitive advantage.


“We have been using Swot Digital for around nine months now. The team is excellent – knowledgable and sensitive to our particular (sometimes even peculiar!) business attributes.”