Justerini & Brooks Case Study
Justerini & Brooks is a fine wine and spirit merchant founded in 1749. They belong to the large drinks company Diageo. They stock a wide range of fine wines, champagnes and whiskies of different origins.
Justerini & Brooks
Justerini & Brooks is a fine wine and spirit merchant founded in 1749. They belong to the large drinks company Diageo. They stock a wide range of fine wines, champagnes and whiskies of different origins.
Increase in Organic Traffic
Increase in PPC Conversions
Target TROAS Achieved
Services Performed
- SEO
- PPC
24%
Increase in Organic Traffic
145%
Increase in PPC Conversions
>8:1
Target TROAS Achieved
Services Performed
About Justerini & Brooks
Justerini & Brooks is a fine wine and spirit merchant founded in 1749. They belong to the large drinks company Diageo. They stock a wide range of fine wines, champagnes and whiskies of different origins. They also provide a wine brokerage where collectors can buy and sell rare and exclusive wines.
The Challenge
The challenge was to improve total conversion performance for Justerinis & Brooks using both paid and organic channels. The client had a pre-existing PPC campaign and relatively stable organic traffic – but, with large keyword opportunity gaps.
Assertive was to help Justerini's with on site and off site SEO whilst rebuilding and re-structuring the PPC campaign. The client wanted to significantly increase digital sale transactions through the website.
Key challenges: Rebuild their PPC campaign and to significantly increase TROAS to more than 8:1. Mitigate some organic decline for key wines & drinks. Resolve organic issues with cannibalisation.
The Goals
- Increase organic conversion performance
- Increase rankings for key conversion driven terms based on PPC data
- Increase content quality to better meet Google E-A-T
- Increase domain authority to help support organic progression
- Increase PPC conversions by more than 100% and reduce CPA by more than 50%
- Yield finding data from customer abandonment to strengthen conversion funnel
The Strategy
The Strategy for Justerini & Brooks was to first address significant PPC underperformance by rebuilding the campaign. By focusing on this area first, we could make the account more profitable initially, helping to buy time organically.
The PPC campaign was optimised whilst the SEO strategy was about addressing keyword coverage, analysing cannibalisation and looking at the best way of improving organic performance.
Using existing PPC data we were able to segment out some conversion opportunities for the client – this was factored into the SEO strategy. We took large swathes of broad match keyword data, segmented out conversions and looked for quick wins from search console data.
The PPC campaign after launch did very well, significantly increasing TROAS and AOV.
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