CUSTOMER
illy
Year
2013 / 2014
services
Online Advertising, Adwords, SEO Consulting
website
illy.com
illy: online advertising with google adwords and seo consulting
Trieste-based company famous worldwide for producing and selling high quality coffee. It is now a multinational company that sells coffee machines, besides supplying associated coffee bars and running its own chain of coffee shops (expressly). Distinctive trait of the company is the will, manifested since its founding origins, to be the bearer of values such as: high quality of raw materials, rigorous manufacturing processes, respect for nature and people, art and design incorporated in the products, in the spaces used and in communication.
Goals
- Advertise products on the Internet;
- Promote some specific services;
- Improving web positioning;
- Generate qualified traffic to the online shop;
- Increase conversion rate and online sales.
Services
- Planning and management of google advertising (adwords campaigns);
- Supervision and optimization of remarketing and retargeting campaigns;
- SEO optimization consulting;
- Ideas for improving web usability and communication;
- Data analysis and interpretation.
Results
Very good. Through fruitful cooperation with internal company staff and external agencies, it was possible to increase the revenue generated by the online shop while improving ROI. The trade-off between growth of traffic volumes on the site and increasing the conversion rate of visits was constantly sought. Multilingual adwords campaigns were developed on various European countries including Italy. Online advertising focused mainly on the marketing of products and coffee machines. Ads on google and its giant network of partner sites (SEM campaigns) were assisted by retargeting, remarketing and RTB campaigns, with the assistance of specialized agencies. SEO consulting was a secondary activity lent as support to the optimization work of other teams and aimed not only at improving search engine rankings, but also the performance of online advertising; particularly through optimization of ad landing pages. Interpretation of traffic and sales data, analysis of campaign results, and comparison of performance between various traffic sources allowed constant refinement and “fine tuning” of eCommerce web marketing activities.