Hermanos Coffee Roasters
Project details
Client: Hermanos Colombian Coffee Roasters
Industry: B2C e-commerce: premium Colombian coffee
Service:
Performance Max
Conversion optimization
Omnichannel strategy
Google search ads
Objective:
Driving sales by managing and optimizing Performance Max campaign, developing conversion rate optimization recommendations, and managing their implementation directly with the web development team.
What we achieved
4 months performance boost
227% revenue increase in 4 months with conversion rate optimization and Google ads
Message from Hermanos
“Jade Antlers provided Hermanos Colombian Coffee Roasters with essential support during an important period of growth for the company (01/10/2021—01/04/2023).
As well as proactive account management of our Google Ads (Performance Max Campaign), which contributed to a substantial increase in online sales both through direct conversions and increased traffic to the website, the team also offered effective support in several other areas. This included conversion rate optimization (CRO), web maintenance (e.g. page speed optimization and UX improvements), SEO auditing, and Facebook Ads support.
Monthly performance reports were always delivered diligently and in a timely manner and we felt we could always reach out to JA for additional support and input when needed. I would highly recommend the team to other businesses in the e-commerce space as well as brands looking to enhance multi-channel marketing activities with Google Ads or Facebook Ads.”
— Jim Kersey, Head of Marketing at Hermanos Colombian Coffee Roasters
How we did it
We started the project by being in charge of the Performance Max campaign on Google, which we quickly brought to a profitability level.
We expanded our support to conversion rate optimization by providing ideas and managing the work of the dev team.
On top of the above, we have supported other channels and helped to develop a more holistic omnichannel marketing strategy (which included Facebook ads and Google search ads).
Through all of the above, we kept tracking, reporting, and analyzing the data and providing in-depth, data-driven recommendations and next steps.
Let us run you through the details!
Data-driven approach
We put data at the heart of every marketing and advertising strategy we prepare. This was especially crucial for the extremely competitive area of e-commerce for coffee.
For Hermanos, we made sure to:
Prepare a custom visual report and deliver it on a monthly basis (example report page above).
Each month share our main observations, highlights, learnings, and most importantly, next-step strategies extracted from the data.
Keep running A/B tests, optimizing, and continuously learning.
Evaluate the ad account data on a daily basis to ensure proper ad delivery, budget spending, and keeping the strategy on track.
Google Ads
Performance Max
We decided to use an automated Performance Max Google campaign type which allowed us to tap into the machine learning capabilities of advertising automation:
the goal of this campaign was finding converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps
it used smart automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more
Specific Performance Max tactics we deployed for Hermanos:
A/B testing different product structures (for example by including the exotic Colombian coffee name (like ‘Finca Las Flores’) at the very beginning of the product name
Experiment with different unique value propositions in ad copies, extensions, and product titles to maximize the results. For example:
sun-dried
organic vs natural
anaerobic
beans vs ground
single-origin
social and environmental sustainability
sourced straight from Colombia
freshly roasted
working directly with smallholder farmers
… and more!
Running unique promotions via the Google Merchant Center (for example Black Friday deals) to supercharge our ads.
Google search ads
We helped Hermanos set up the advanced Dynamic Search Ads and branded exact match keyword campaigns on Google
Conversion rate optimization
Driving high-quality paid traffic to the e-commerce store was just a part of the strategy - in order to make sure a high percentage of users landing on the site actually purchase, we have:
Used our network and scouted a web dev team that specialized in Shopify optimizations.
We supplied our own conversion rate optimization ideas as well as supported the ones provided by the client.
By closely collaborating and managing the dev team, we ensured the proper implementation of the CRO work for optimal results.
The CRO optimizations included:
up-selling & cross-selling (by for example highlighting the coffee subscription more on the store - which allowed us to improve the customer lifetime value)
Google Analytics 4 installation for improved data tracking
site responsiveness & mobile-first user experience
user flow and engagement on the site
site speed optimizations, and more!
Omnichannel support
We brought the strategy together by integrating Performance Max into a big-picture marketing mix.
For example, to be able to better track the cross-channel performance and assisted conversions we created and deployed UTM (Urchin Tracking Module) parameters on all of the Facebook ads which allowed us to clearly see in Google Analytics which campaigns, ad sets, and ads (regardless of the advertising channel) contributed to the conversions, as well as what were the specific conversion paths. For example:
User searches for ‘Colombian coffee beans’ on Google
They visit Hermanos website but are not yet ready to purchase
They get retargeted with an ad on Google or
Served an ad on Facebook or Instagram when scrolling through their social media later that day/week
The user returns to the website and completes the purchase
They get added to our remarketing audiences so we can advertise to them in the future
