Pay-per-click services for Coffee House
Challenge
Against the backdrop of the increasing website visibility, the retailer’s existing paid search structure was underdeveloped compared to competitors. So, the company needed a strategic and targeted digital advertising policy to increase its coffee machine market share.
Solution
We rolled out a broad-span strategy that involved three stages: Stage 1. Preparation Conducted comprehensive User Experience audit Compiled a list of improvements and fixes related to: Shopping cart; Order completion; Phone number reporting for abandoned carts Verified the website optimization Prepared advertising, remarketing, GDN campaigns Stage 2. Launch Launched campaigns for Google search results: Set up Google Ads rotation for priority models of equipment Arranged Dynamic advertising eliminating competition by models Expanded reach with GDN keyword campaigns Launched GDN campaigns based on customers’ interests Set up Google Shopping ads for coffee machine models Stage 3. Review and intensification Launched advertising through comparison sites Enabled call tracking for additional analysis Increased budget allocation for some conversion keywords Improved landing pages quality Enhanced ads quality Expanded list of advertised products Hypothesized and tested equipment purchase depending on: Day of the month; Time of day; Weekday Added various scripts
Results
As Coffee House’s marketing partner, we overhauled UX and set up granular and flexible campaigns. Well-thought-out advertising resulted in a huge boost in conversion volume while the average cost per lead was nearly cut in half. We hit ambitious targets by utilizing the latest and most innovative Paid Search strategies:
Wiserbrand
Meet WiserBrand, a one-stop shop for eCommerce businesses. We are headquartered in New York and have additional R&D centers in Ukraine and Argentina. WiserBrand is the go-to if you need to custom-build any eCommerce website or reimagine the existing one, create effective marketing strategies and memorable brand experiences and get help...
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