Grinders Coffee (Part of Coca Cola Amatil)
From Learning Phase to Ecommerce Success
My primary objective was to increase sales and improve brand awareness. The focus was on driving optimal ROAS through the ecommerce store while simultaneously increasing brand and product visibility. Notably, I was able to quickly outrank high-spending competitors such as Nespresso© and Lavazza.
After a thorough learning phase, I employed various strategies, including Responsive Search Ads, Dynamic Search Ads, and creating separate ad sets for high-performing products. These efforts resulted in a gradual improvement in the total sales of the account.
In the second phase, I introduced Google Shopping, which delivered outstanding results. The average return on ad spend (ROAS) reached an impressive $28, with recent peaks as high as $67. To achieve this, I initially set up a Smart Shopping campaign and established a benchmark ROAS for it. For product categories that didn’t meet this benchmark, I created a standalone Google Shopping campaign and continuously optimised its performance.
Through my implementation of these strategies and ongoing refinements, I successfully achieved increased sales, maximized ROI, and significantly boosted brand visibility, surpassing key competitors in the market.
Creating an Award-Winning eCommerce Solution and Implementing an Ongoing DTC Media & SEO Strategy
As mentioned earlier, I managed to develop and launch an exceptional eCommerce solution for Grinders Coffee.
However, my efforts didn’t end there. I seamlessly transitioned into executing a continuous direct-to-consumer (DTC) media and search engine optimization (SEO) strategy to sustain and amplify my achievements.
To extend Grinders Coffee’s reach and captivate the target audience, I orchestrated a sophisticated digital media campaign. Carefully segmenting the audience, I strategically targeted in-home and corporate purchasers, generating significant brand exposure and driving valuable leads for Grinders Coffee. I also implemented advanced SEO techniques to enhance the brand’s online visibility and organic search rankings.
Results
As demonstrated by the following results:
YoY Paid Media Improvements:
- $22.94 ROAS
- $4.01 Cost Per Purchase
- 8.35% Conversion Rate
