The Growth Stack: 

Google Search

Facebook/Instagram Ads

Shopify

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The Results:

92% incremental lift in company-wide sales YoY when compared to a period without Stackmatix.

1.39x Google Ads Non-Brand ROAS. 

1.07x FB Ads ROAS.

Significant lift in unattributed offline sales as a result of the Google and FB campaigns.

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Background:

Greater Goods Coffee Roasters (also known as GGCR) is a boutique coffee chain based out of Austin, TX that specializes in unique coffee blends from around the world. GGCR has a local coffee shop feel when you go into their stores, but boasts a world class roastery distinguished by the awards and press they've received in recent years. In 2019, Food and Wine Magazine ranked them as the best coffee in Texas. In 2021, Roast Magazine declared them the Micro Roaster of the year. With such a fantastic product, the only thing GGCR was missing was a great marketing strategy to get the word out, and when they brought Stackmatix onboard in 2020, we were given the task of building a successful paid marketing strategy from scratch.

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Challenge:

When GGCR brought Stackmatix in to help support their business, they had a fantastic product, but there were two things missing:

1). A national sales footprint.

2). A consistent and reliable growth engine.

Stackmatix successfully drove both of these initiatives.

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Solution:

Stackmatix launched a combination of Facebook Ads and Google Ads for GGCR. With Google Ads, we initially launched a Non-Brand Search campaign, but found that it didn’t effectively convey GGCR’s unique value proposition and thus drove minimal sales. After further experimentation, we found great success with Google Shopping campaigns, which particularly highlighted GGCR’s strong design capabilities and distinctive set of coffee blends. Another tactic that was a consistently strong performer were Google’s Dynamic Search Ads campaigns. This tactic, in which the Google algorithm is given the power to determine what queries you show up against and what your ad copy looks like, identified a diverse set of long-tail search queries (e.g. ‘origami dripper’, ‘bee cave coffee’, ‘best mail order coffee roasters’) and helped us to scale up budget and performance.

On Facebook Ads, our success was primarily driven by a combination of extensive ad copy-plus-creative testing and audience targeting testing. On the ads side, we experimented with a variety of different headlines including “Female Owned and Managed,” “Rated the #1 Micro Roaster of the Year by Roast Magazine,” and “Every Sale Supports a Local Non-Profit.” We also tested both single image and carousel ads with dozens of different ad images. Ultimately, we found 2-3 images that were top performers, that single image ads consistently outperformed carousel ads, and that emphasizing the #1 micro roaster of the year award was the strongest message. For audiences, we left no stone unturned, testing all types of audiences you would expect (e.g. “Engaged Coffee Shoppers,” “Coffee Lovers,” “Craft Coffee”), then some that were a bit off the beaten path (“Hipsters,” “Holiday Gifts,” “Working From Home”). We found that the best audiences outside of Remarketing were the “Lookalike,” “Hipster,” “Engaged Coffee Shoppers,” and “Interests - Food and Drink” audiences. We also found good results with the “Holiday Gifts” audience during the holiday season. 

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What Can Stackmatix Do For You:

We at Stackmatix always strive to measure the impact of our efforts as accurately as possible, but know that advertising and marketing can have an impact that straightforward tracking and attribution models can't capture. With GGCR, purely click-based attribution showed we drove a successful campaign, but not the full extent of our impact. With click-based attribution, Stackmatix achieved a 1.39x ROAS on our Google Non-Brand campaigns and a 1.07x ROAS on our Facebook Ads campaigns.

But when we turned off the advertising campaigns in an A-B test, the incremental lift that our advertising efforts were having across the company prior became immediately apparent. Click-based (and even view-based attribution) couldn't fully capture the impact. But the sales numbers for GGCR showed it starkly.

In the period prior to working with Stackmatix, GGCR was seeing a 56% increase in sales year-on-year, likely a result of the increasing prominence and popularity of their brand. While working with Stackmatix, the increase in sales YoY jumped to 148%, a 92% lift against baseline. GGCR paused ads for a few months from March to June 2021 to analyze the results of our work together, and noticed that sales YoY started to quickly drop, going back down to a 26% YoY increase from March-June 2021. This resulted in GGCR requesting additional work from Stackmatix, and we have been successfully working together since that time. This goes to show that sometimes, it’s not sufficient to just look at attributed sales or revenue, but rather to analyze how the overall sales for your business are trending with paid ads versus without them. 

Stackmatix’s mission is to support the growth of startups and high-velocity businesses over the long term, so we’re always excited when we can really move the needle for our clients. We’d love to see if we can do the same for your business as well. Email us at sales@stackmatix.com to schedule an introductory call with our team!

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