Case study · Retail & food
Orora Beverage makes sustainable packaging for the beverage industry. When the team wanted more of the right people asking for its brochure, we built a Google Ads campaign to find them.
The challenge
Orora Beverage provides market leading sustainable packaging solutions for the beverage industry. Its customers are beverage businesses, and choosing a packaging supplier is a considered decision rather than an impulse.
We have worked with Orora on recruitment campaigns, brand awareness campaigns and specific marketing campaigns. This case study looks at one of them: a campaign designed to get potential clients to download a brochure and contact the brand.
Orora approached us with a clear intention: improve brand awareness among potential clients, and increase enquiries and brochure downloads.
The brochure matters in this market. It is the piece a prospective client reads before deciding whether to make contact, so a download is a genuine signal of interest rather than a casual click. The campaign had to reach the specific people who make packaging decisions, bring them to the products and services page and make the next step, downloading or enquiring, easy to take.
Because the audience is narrow and the budget has to work hard, efficiency mattered as much as volume. Every lead had to be earned at a sensible cost.
Approach
We chose Google Ads, because it reaches people at the moment they are actively looking for packaging solutions rather than interrupting them elsewhere.
The account was divided into separate campaigns, each catering to a particular demographic. Within each campaign we built multiple ad groups, and within each group we created ads written for the audience in that group, so the message a person saw matched the reason they were searching.
Quality score was a priority from the start. We used carefully researched and considered keywords so that the ads were relevant to the searches they appeared against, which in turn lowered the cost of each conversion.
As relevance improved, engagement with the ads rose, and higher engagement brought the cost per click down as well. The campaign became more efficient the longer it ran, which is exactly what a considered keyword strategy is meant to do.
The shift
Tell us what your project needs to do, and we will help identify the next step.
The work
Over the period June 2021 to September 2022, the campaign delivered a steady flow of qualified leads at a falling cost per conversion, lowering the investment required for each one. Engagement was strong throughout, which is what the click through rate reflects.
Click through rate across the campaign, June 2021 to September 2022.
Contact form submissions secured, June 2021 to September 2022.
Brochure downloads were the other measure that mattered. The brochure is where a prospective client learns what Orora Beverage can do for them, and each download represents someone who wanted to know more.
The ads sent people to the products and services page on the Orora website, where the brochure and the contact form sat within easy reach on any device.
Together with the contact form submissions, the downloads gave Orora a pipeline of interested, relevant prospects from a campaign that grew more efficient as it went.
Brochure downloads secured, June 2021 to September 2022.
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