Challenges Faced
Despite having a strong brand presence, Dipacci Coffee encountered several key digital advertising challenges:
- Underperforming ROAS (Return on Ad Spend) – The previous ad campaigns were not generating profitable returns.
- High Cost-Per-Click (CPC) – Increased competition in the coffee machine and beans industry drove CPC costs higher.
- Limited conversion rate efficiency – Many visitors engaged with the website but did not convert into buyers.
- Need for category- and brand-specific targeting – Different coffee machine brands and categories required a more segmented and strategic approach.
Conversion Perk’s Tailored Strategy
Understanding the highly competitive nature of the coffee machine and beans industry, Conversion Perk devised a multi-tiered Google Ads strategy that focused on brand segmentation, category-based campaigns, and cost optimization.
Strategic Campaign Structuring for Maximum ROAS
- Dedicated Brand-Specific Campaigns – Launched tailored campaigns for popular coffee machine brands, ensuring precise audience targeting and improved relevance.
- Category-Specific Campaigns – Structured separate campaigns for home and commercial coffee machines, coffee beans, and accessories, ensuring optimized messaging for each segment.
- Performance-Based Budget Allocation – Shifted more ad spend towards high-converting campaigns while phasing out underperforming ones.
Google Ads Optimization for Higher Conversions
- Smart Bidding Strategies – Implemented automated bidding strategies (Target ROAS & Maximize Conversions) to dynamically adjust bids and maximize efficiency.
- A/B Testing for Ad Copies & Landing Pages – Optimized ad headlines, descriptions, and landing page layouts to improve click-through and conversion rates.
- Competitor Targeting & Search Term Optimization – Identified high-intent competitor keywords and adjusted targeting strategies accordingly.
- Result: 45% increase in conversion rate and 70% growth in ROAS (making it over 14X)
Cost-Per-Click (CPC) Reduction Strategy
- Negative Keyword Optimization – Eliminated low-converting and irrelevant search terms to reduce wasted ad spend.
- Refined Audience Targeting – Focused on high-intent audiences, such as café owners and home baristas, to improve ad efficiency.
- Lowered CPC by 25% – Smart bid management and keyword optimizations significantly reduced cost-per-click, improving overall profitability.
Annual Performance Growth & Business Impact
- 140% Growth in Google Ads Revenue FY 2024 vs. FY 2023 – The strategic campaign restructuring and optimization led to a massive year-over-year revenue boost.
- Achieved Over 14X ROAS – Conversion Perk’s data-driven approach ensured a highly profitable return on ad spend.
- Increased Brand Visibility & Market Share – Dipacci strengthened its position as a leading coffee equipment supplier in Australia.
