Peet’s Coffee and Tea has generated a 310 percent revenue increase and 665 percent ROI on its search campaigns since Coremetrics Search Marketing Services started work with the company to select keywords that would boost conversion rates.
Common keywords that seemed like logical search terms — such as coffee, gourmet coffee and tea — were yielding low conversion rates for Peet’s. Coremetrics suggested replacing these terms with more specific ones.
“The broader the keyword, the more expensive it is,” said Jane Paolucci, vice president of marketing at Coremetrics. “When buying broader terms, the retailer will most likely not be getting the quality traffic they want to their site. These broader terms could mean that the searcher is looking for the history, chemical makeup, health-related factors of coffee. It is important to get quality traffic through certain words as to filter out those consumers that are not willing to purchase.”
Based on Peet’s online offerings, keywords now cover areas such as coffee blend names, all typical keywords, where to buy, coffee location and any derivatives of the practice. These also include misspellings of certain keywords, as they are usually cheaper. The choice of keywords also considers what competitors are doing regarding search-term buying and research.
Overall search marketing costs have fallen 38 percent for the specialty coffee roaster while cost per click is about one-third that of previous levels. The Berkeley, CA, company’s site is at www.peets.com.
Coremetrics Search Marketing Services provides clients with outsourced management of pay-per-click search marketing campaigns.
“Bearing in mind [that Peet’s] has limited resources, Coremetrics’ strategy was to optimize search engine marketing to attract highly qualified traffic while reducing costs per click through improved targeting,” Ms. Paolucci said.