Delivering a B2B Focused Paid Search Strategy Targeting Specific Customer Segments in the UK.

Helping UK Office Workers Enjoy More Coffee with Liquidline, The Hydration & Vending Solutions Specialist.

Business Objective

POLARIS, a digital SEO agency based in London, successfully won and launched a PPC partnership with www.liquidline.co.uk, a commercial coffee specialist business based in London. Inheriting the account from a previous agency, POLARIS were drafted in to overhaul the clients PPC Strategy to yield a higher return of leads for coffee machine sales within the business.

After several discussions with the client and an analysis of both campaign performance and actual business performance (leads & sales won from marketing) POLARIS set about restricting the paid strategy for Liquidline. Starting with a complete overhaul of the paid account, products were grouped into 3 levels based on sales data from the client and then setup as campaigns within the account, with the monthly budget split across the three product groups.

Our primary management goal was to exercise budget control (where it had not been before), and attribute 80% of the budget on a handful of generic terms that were high volume, commercial search queries. With a drastically scaled back account, POLARIS relaunched the paid strategy for the London based coffee business.

“Since we’ve been working with POLARIS, our sales team have been a LOT busier. More time is spent on new business first appointments. The commercial results speak for themselves!”

Vanessa Murray
Liquidline

What We Did

After several consultations with Liquidline, we made it our primary goal to gain control of an account that we considered to be a “runaway train.” To do this, we needed to look at the business with a fresh pair of eyes and objectively organise the businesses Paid strategy from scratch.

Specific objectives were to:

• Rebuild the account from ground up, with a clear structure in place across products and budget attribution according to priority.
• Reduce the CPL and generally turn the account around to make it work harder for the business.
• Make the focus of the account better quality traffic as opposed to volume of traffic, even if at a higher CPC
• Stand out from the stale coffee crowd with ads that focus not on the product or service, but the benefit to the end user; the happy, feel good office person drinking great tasting coffee!

Initially, POLARIS audited the last quarter of Liquidline’s account whilst it was still under management from the previous agency, allowing us to get a feel for the business’ appetite / capacity for current business & new business & understand the current account and how media spend was being attributed.

When launching the account, we aimed to increase the average ad position to 1.5 and reduce the CPL by at least 40% within the first 8 weeks.

Monthly low-high targets were also set by the marketing manager which we aimed for as benchmarks across Traffic, CPC, and Leads per month (split out by us into weekly targets to keep on track).