more than 100 contextual online mentions
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There are a million things I could say about GWM. They have a very strong understanding of best current practices with a genuine passion for you to succeed.
Ben Kierath
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Case study
Lavazza Office Coffee
SEO & PPC case study
100% Increase in No. of Google Ads clicks
70% Organic sessions growth
300% Increase in Google Ads conversion rate
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.
Ads
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.
104
322K
380% increase in Google Ads impressions
322K
104
more than 100 keywords rank on position #1 of Google
104
100%
Increase in No. of Google Ads clicks
100%
200
200 backlinks created so far
200
300%
Increase in Google Ads conversion rate
300%
Hear it from our clients
There are a million things I could say about GWM. They have a very strong understanding of best current practices with a genuine passion for you to succeed.
Ben KierathCEO and Founder of Hoselink & True Protein
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Contact Us
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FAQ
The campaign doubled the number of Google Ads clicks, grew organic sessions by 70% and lifted the Google Ads conversion rate by 300%. It also placed more than 100 keywords in position one and created 200 backlinks. Work began in February 2019.
Start by pausing ad groups and keywords that spend without converting, then rebuild around the terms that matter. For Lavazza we focused the account on office coffee machine searches, kept ads away from generic coffee terms and tested at least two ads in every group.
Brand recognition doesn't guarantee rankings for product and service searches. Lavazza wanted more visibility for office coffee machines specifically, a focused market with strong competition. Content and link building helped it rank for those commercial terms, not just its name.
We created fresh, engaging content that relevant, authoritative websites were happy to feature. Each placement linked back to Lavazza's office coffee pages, building authority for the exact terms the campaign targeted. Good content does double duty this way, earning links for SEO while putting the brand in front of new readers.
You can get started with us starting from $595/m. Our client list has grown past 1,000 small and medium businesses since 2016. Along the way we've pushed clients above household names like Bunnings and Officeworks. The final price for a campaign like Lavazza's comes down to how much work your site needs. To find out what yours would cost, call 1800 170 681.