The Client:

gmcr logo

Green Mountain Coffee Roasters (GMCR) is a leading coffee importer, processor and retailer, dedicated to providing the richest aroma and flavor, for the highest quality coffee experience. "We travel the globe to purchase the finest coffees, batch roast them to peak flavor, and vacuum package them fresh for your enjoyment."

The Challenge:
GMCR had been managing a successful PPC campaign in-house for a number of years. GMCR marketers felt they had reached a plateau with these campaigns, but did not feel they had the internal resources to commit to the research, testing and analysis that would be required to start moving the needle again.

In addition, the company was seeing significant increases in the sales of Keurig Brewers and their single cup coffee selections, K-Cups. Ken Crites, Director of Consumer Direct for GMCR, said: "We knew we were sitting on a huge growth opportunity and wanted to quickly yet efficiently seize the moment."

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Paid Search Advertising: Pay-per-Click Management

All clicks are not created equal™ - especially when you're paying for each one!

What
Pay-per-click (PPC) search advertising done right is highly accountable and a key driver of qualified leads and sales. But it costs money, and sometimes lots of money, so you want a smart, experienced PPC manager who will manage your money as carefully as you do. With @WSP, you can expect your PPC manager to build and manage a campaign that will:

    1.  Attract the most highly qualified visitors to your website.

    2.  Provide ongoing testing at Google, Yahoo!, MSN & more.

    3.  Deliver a Cost-per-Click that meets your Cost-per-Acquisition targets.

How
Successful PPC campaigns require top-notch strategizing, implementing, analyzing and then testing, testing, testing.

To successfully manage your PPC campaigns, we:

    1. Identify the language a company's target audiences uses when looking for products or services important to the Client.

    2. Create, monitor and expand lists of "negative" keywords to further control costs.

    3. Set up accounts at selected search engines and other portals.

    4. Set up accounts for testing at search engine content networks, where appropriate, for both text and image ads.

    5. Develop compelling titles and descriptions for the ads.

    6. Test the performance of different creative, landing pages, and keywords.

    7. Test day-parting, geo-targeting and more.

    8. Manage, track and optimize for ROI.

    9. Report on cost-per-visitor and cost-per-conversion for every keyword in your campaign.

For Mature PPC Campaigns:

As click costs and competition continue to rise, companies increasingly find that their PPC campaigns, whether managed in-house or outsourced, plateau at a particular threshold. @WSP specializes in analyzing and overhauling mature PPC campaigns to drive them to the next level of success.

Why @Website Publicity

We provide full account management with ROI and other performance metrics provided to our Clients in a format that makes our information not just another report. You get the data you need to make key marketing decisions without the time-consuming task of testing and analyzing the thousands of variables required for a comprehensive, successful Pay-per-Click campaign.