Black Forest Coffee: +82.8% in revenue and +185% in payback period of 180 days.
About client
An online shop selling natural coffee beans and coffee-making equipment in Germany.
What was the task?
1) To ensure steady growth in advertising return on investment.
2) Increase the online shop’s total revenue.
3) Attract a new audience and maximise reach during promotional campaigns.
The strategy of targeted intervention
Optimization of the advertising account structure and a justified reallocation of the budget to increase efficiency.
What was done?
1) A comprehensive audit of advertising accounts was carried out, analysing trends over a 180-day period to identify problem areas and areas for growth.
2) The Google Ads structure has been optimised, and separate PMax campaigns have been launched for three key categories.
3) Advertising campaigns have been launched on YouTube to promote promotional and special offers.
4) Meta Ads have been added to expand reach, build multi-channel communication and enable effective remarketing.
5) An advertising campaign targeting lead forms has been launched on Meta.
Steady growth throughout the entire strategy implementation period
Dynamic optimization
Following the changes, we monitored the trends in key metrics so that we could respond promptly to fluctuations and adjust our campaigns in a timely manner.
Key decisions:
1. The lead form campaign on Meta was generating lower-quality leads, so it was paused and the budget was reallocated to retargeting.
2. The campaign to promote high-end equipment showed a high return on investment on Google Ads, so the budget for these was increased.
3. Static banners were designed to run in the same ad group as video creatives to optimise the advertising algorithms more effectively.
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Conclusion
A thorough initial analysis, the right choice of advertising tools, and a well-structured ad account setup enabled significant growth in ROI and advertising revenue. This created a reliable foundation for further scaling and stable project development.
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