MBA SEO - The Blue Pod Coffee Co. SEO & PPC Case Study

About the Client

The Blue Pod Coffee Co. is one of Saudi Arabia’s largest workplace coffee suppliers. Blue Pod pledges to deliver the finest coffee experience to its customers. Their desire to provide only the finest espresso for everyone led to becoming a wholly-owned subsidiary of Lavazza Saudi Arabia. Today, they are the only distributor of Lavazza coffee capsules in Saudi Arabia. Not only do they care about offering premium coffee, but they also supply their customers with state-of-the-art espresso machines along with the full maintenance and service.

About the campaign

The Blue Pod Coffee Co. got in touch with us with the main focus on building the awareness of their brand, especially office coffee products and the plan to market these in the long run. Along with their main goal in mind, we’ve come up with other, equally important campaign goals:

Increase brand awareness
Re-branding, incorporating Lavazza in the ads
Shift the focus to Workplace coffee machines
Increase Office coffee machine inquiries
Lower overall cost while increasing accounts performance

Workflow:

With that in mind, our team formed a unique strategy that was based on initial on-page adjustments with a broader influence of link building as well as a unique optimization strategy that would focus on Tea franchise and Bubble-tea franchise keywords and ads. Furthermore, we’ve developed a strategy for a more direct approach via an E-mail campaign, which gave excellent results.

Keyword analysis (SEO)

Our client Blue Pod was specific about the keywords they wish to rank for. The emphasis was put on office coffee-related keywords. The client’s input was used to streamline our focus and analyze, research and map relevant keywords. Our in-depth keyword analysis was used to pinpoint the exact keywords that we plan to rank for and direct our off-page SEO effort (link building). The main part of the Blue Pod SEO Campaign was shifted towards boosting their rankings for rent coffee machines, coffee machine rental, and other related keywords.

Link building

Since the result of a link building campaign comes from building links on relevant and credible sources, we knew exactly what our next steps should be. Only the websites with good authority and audience were taken into consideration to increase brand awareness through referrals. In particular, this includes the efforts of our link building experts and their approach to delivering the promised results.

Keyword analysis (PPC)

As with every Google Ads campaign, first we ran an in-depth keywords analysis for the terms that the client wanted to rank for. Increasing brand awareness for coffee machine terms was an essential part of the strategy. Furthermore, it was important to keep the ads from appearing for generic coffee sales search terms.

Google Ads campaign structure

Our starting point was to pause ad groups that were not giving any results or were getting clicks but without conversions - which meant they were only spending money without an ROI. In addition, we have created additional ad groups that focused only on office coffee-related keywords.

We made sure that each ad group had at least two active expanded text ads, and responsive ads. When writing the ad copy, we made sure that it is relevant, highlights what makes The Blue Pod Coffee Co stand out in comparison to their competitors and has a clear call-to-action.
In addition, it was important to start advertising The Blue Pod’s brand name alongside Lavazza's, therefore we have modified their ads according to this branding goal.
Proper capitalization, punctuations, etc are also an essential part of our ad copies.

Reporting and monitoring

Our efforts are transparent and our clients can monitor their progress at any moment. Once the SEO and Google Ads campaign are put into motion, clients are given access to their monthly reporting dashboard. Even though our clients receive a detailed monthly report, they can still check up on their progress with our interactive reporting dashboard.