Case Study - Cocochine Coffee

6x ROAS & +30% Revenue in 30 days

Industry

Food & Beverage

Niche

Coffee

Our Services

Advertising Audit & Strategy Map

Google Ads, Meta Ads

Date

2 Feb 2023

Background

The founder, Jamie, had been running their eCommerce store, Cocochine Coffee, selling specialty Vietnamese coffee beans online for 3 years. This was just a side hustle of Jamie's that she was running out of her bedroom! He reached out to Matriarch Digital as he was keen to quit his 9 to 5 job and grow his business full-time.

Key Challenges:

Low ROAS performance to date: their break even ROAS was 3x ROAS, and they were achieving 1-2x ROAS in the past 3 months. This meant they were losing money running their Google Ads!

Lack of time: as a one-man band, Jamie was strapped for time, which all small business owners can relate to.

Business critical: they needed to get their ROAS to a profitable place, or their business would cease to exist.

Our Strategy

Fresh Start - The existing Meta & Google Ads account structure was very messy. Even trying to dissect the data was a mission because of how many hands these campaigns have been through. We concluded it'd be better the start from scratch following Matriarch's best practices.

Bottom of Funnel-focused Campaigns - It was clear that Cocochine was not capturing enough traffic from audiences who were ready to purchase coffee beans immediately. They were too focused on upper/ middle funnel strategies. Therefore we implemented a series of campaigns, positioning a series of attractive offers, to test & see which bottom-funnel audiences and high-intent keywords were winners. We doubled down on what was working, pivoting away from what wasn't working, and already began seeing success around the 14-day mark.

Shopping Feed Optimisation - Cocochine was not ranking for any of its products on Google. This was a big red flag. After extensive feed audits & tests, we were able to diagnose the feed quality issues, help them improve SEO titles for different product pages, & make extensive product feed optimisations, resulting in them ranking #1 for Google Shopping Ads for high-intent keywords.

Celine Fung Matriarch Digital

The Results

By the 14-day mark, Cocochine Coffee had already begun to see their early success, with an uplift of ROAS from 2.08x to 4.28x across their Google & Meta Ads accounts.

By the 30-day mark, their Google Ads ROAS hit an all-time high of 6.56x. Their Meta Ads account stayed a consistent ~4x ROAS. Their Shopify revenue reports showed a +29% increase month-over-month.

Jamie have since hired 2 new people to their in-house team, 1 being a marketing manager whom we support today.

"Growth has been non-stop"

"Our team has grown since working with Matriarch. With Celine & Marissa on the team, growth has been non-stop. Can't wait to see what comes next!"

- Jamie, Founder & Director

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Celine Fung
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