GWM SEO - Lavazza Office Coffee SEO & PPC Case Study

About the Client

Lavazza is one of the most recognized coffee names in the world. An Italian brand with over 120 years of tradition, Lavazza has evolved over time and embraced new trends, while staying true to its roots. It is committed to providing quality and delicious coffee and quality coffee machines to the whole of Australia.
Lavazza wanted to advertise their office coffee machines with us and we started working on their campaign in February 2019.

About the campaign

Though Lavazza was already recognised on an international level, they still came to us to improve their online presence and improve their organic results. The main goals were:

Increase the number of websites visitors
Grow the number of page #1 ranking of office coffee-related keywords
Increase the number of backlinks
Shift the focus to Office coffee machines only
Increase Office coffee machine inquiries

Workflow:

While SEO campaign had a clean slate to start with, PPC team got an existing campaign to work with. First step was to remove all excessive ad groups and keywords and focus only on the ones that would be giving results.

Keyword analysis (SEO)

An increase in the number of keywords ranking #1 on the Google search results page was among top goals of Lavazza SEO campaign. The further keyword analysis outlined the most important keywords that we wanted to rank for and focus by implementing our off-page SEO efforts (link building). Keywords like office coffee machines, lease coffee machine and other related keyword variations were used to increase the number of contextual online mentions and boost rankings.

Link building

For a well-know brand name like Lavazza, link building can only keep Lavazza at the top of its industry. Our link building efforts were directed on producing fresh and engaging content that will easily be picked up by prominent websites with good authority and audience. Maximizing the content in terms of uniqueness and quality makes it easier to gain relevant backlinks and increase brand awareness through referrals.

Keyword analysis (PPC)

As with every Google Ads campaign, first we ran an in-depth keywords analysis for the terms that the client wanted to rank for. Increasing brand awareness for coffee machine terms was an essential part of the strategy. Furthermore, it was important to keep the ads from appearing for generic coffee sales search terms.

Google Ads campaign structure

Our starting point was to pause ad groups that were not giving any results, or were getting clicks but without conversions - which meant they were only spending money without an ROI. In addition, we have created additional ad groups that focused only on office coffee-related keywords.

We made sure that each ad group had at least two active expanded text ads, and a responsive ad. When writing the ad copy, we made sure that it is relevant, highlights what makes Lavazza stand out in comparison to their competitors and has a clear call-to-action. Proper capitalization, punctuations, etc. are also an essential part of our ad copies.

Reporting and monitoring

One of the things we’re truly proud of at GWM headquarters is clear and transparent communication with our clients. The results of our campaigns are delivered on a monthly basis and our clients can check up on their progress and ask for additional explanation. Monthly reports are delivered through our interactive reporting dashboard and created based on the campaign goals and delivered results.