Crema Joe
Crema Joe is a small business making a big difference one brew at a time. The brand sells premium, planet-friendly coffee pods that are designed to be reused.
The Goal
There is no shortage of coffee lovers in Australia. There are 90,500 monthly Google searches for coffee machines and 6,600 for coffee pods in Australia. However, not as many people think about the environmental impact of their coffee.
Crema Joe approached Status Agency to reach this niche market of environmentally conscious coffee lovers. With 1,900 monthly searches for reusable coffee pods and a small budget, the team wanted to efficiently capture demand via Google Ads. We set out to achieve a 3x return on ad spend (ROAS) and hit a 2% conversion rate within three months.
The Challenge
Crema Joe’s value proposition is strong, but the market is competitive. Major players such as Amazon and Kogan take up the greatest portion of market share with budgets that dominate.
People who already own coffee machines aren’t always aware of the environmental and economic benefits of switching to reusable pods. However, the small budget meant that we would only scratch the surface of the disposable coffee pod market - especially if we wanted to reach the 3x ROAS target.
The Insight
It shouldn’t be hard for coffee lovers to make a small swap to their daily cuppa routine. However, old habits die hard, and we didn’t have the type of budget that could influence a mass consumer behaviour change.
So, we had to be precise.
The Solution
We set up a paid search framework that would target in-market customers and leverage new search trends.
Firstly, we reviewed the existing campaigns, assessing what campaigns and keywords were converting. The budget was quickly reallocated from branded to non-branded campaigns as the website was ranking well for branded terms organically. We also conducted keyword research to identify untapped search demand and launched new dynamic search ads to build market share and generate sales.
To improve conversions, we ensured that our ad copy was educational. We had to quickly convey that it’s cheaper and more environmentally friendly to reuse coffee pods.
A performance max campaign was also built with awareness, sales, and remarketing goals. Each product brand was given customised ad copy, imagery, audience targeting signals, and customer lists.
Tracking was also corrected to ensure that the paid search account was optimising towards the number one goal: purchases. Using a Google Data Studio report, we were able to pool search data into a one-page dashboard and continuously refine our targeting strategy.
The Result
We kicked off with Crema Joe in March 2023 and had already surpassed their three-month goals by June. ROAS increased by 185% from 1.57 in March to 4.49 in June. The eCommerce conversion rate also reached 4.52%. Comparing our first four months of working together to the previous four months, revenue increased by 83% and cost per purchase decreased by 53%.
We have started scaling Google Ad spend to drive brand awareness and long-term growth. Now the business has a trusted performance marketing partner, it can invest in brand building, organic social, and email marketing while expanding its wholesale revenue stream.
185% increase in ROAS
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83% increase in revenue
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53% decrease in cost per purchase
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185% increase in ROAS 〰️ 83% increase in revenue 〰️ 53% decrease in cost per purchase 〰️
Testimonial
“Status Agency is a trusted advisor to the Crema Joe team. Ruth and the Status team understand our business objectives, market challenges and growth plans. Status Agency works closely with our whole business to optimise our campaigns and offer strategic directions that have delivered a significant boost to our business and customer satisfaction. Thanks, Status Agency!”
Simon Underwood, Owner, Crema Joe