At Conversive, we have been fully responsible for Jopen online paid advertising presence for years. We started with Google Ads and Social Advertising, and we also served as a strategic agency for their entire eCommerce website. Based on insights and learnings, we have expanded our services to include Display Advertising and Affiliate Management to capitalize on even more opportunities.
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About Jopen
Jopen has stood for OPEN for over 25 years: open to new flavors, surprising combinations, and unique experiences. From delightful IPAs to unconventional Caramel Seasalt Brownie Stout; Jopen offers unique, flavorful craft beers. At the Jopenkerk brewery, in the Grand Café and the restaurant, craft beer and cuisine come together in perfect harmony.
Challenge
The marketing objectives for Jopen's webshop are focused on two main areas: branding and quality traffic. The established KPIs are impressions, reach, interaction rate, bounce rate, and conversion rate. The overarching challenge is to determine how and through which strategies Jopen's online visibility can be increased while ensuring the traffic is of high quality, characterized by strong affinity and purchase intent.
Google Ads
The goal of the Google Ads campaigns is twofold: capturing demand for specialty beers and supporting branding and awareness activities. Based on this, along with relevant keywords, search terms, and trend analyses, a funnel strategy was developed. This strategy is continuously refined and updated, given the rapid changes in Google Ads.
To enhance campaign performance, Shopping Ads have been upgraded to Performance Max campaigns. These campaigns benefit from new features released monthly, such as brand exclusions, extensions, audience segments, and scripts.
To ensure the profitability of the campaigns, bidding strategies are employed with target CPA (Cost Per Acquisition) or target ROAS (Return on Ad Spend). This approach helps maintain a CPA below €10 and a ROAS above 500%.
Social Ads
Directly from the start of our partnership, Conversive also took on the responsibility for social campaigns. With a strong focus on online visibility and branding, we run ongoing brand awareness campaigns. Additionally, we launch performance campaigns tailored to specific products, events, holidays, seasons, and promotions.
The targeting settings of these campaigns vary based on the objective, duration, and content. For example, targeting may include customers interested in high-alcohol beers or prospects who have attended a Jopen event.
For each marketing goal and campaign deployment, we develop forecasts that serve as a basis for determining the precise scope, duration, and cost of the campaign.
Display Advertising
To broaden the current omni-channel strategy and enhance online reach, Display campaigns were utilized. Display campaigns are particularly effective for achieving reach, impressions, and awareness, which contribute to branding. To measure only high-quality traffic, the KPI was set to website visitors with a minimum visit duration of 45 seconds. The content featured Jopen’s four bestsellers. The campaign began with one ad group focused on targeting. After gathering sufficient data, a second ad group was launched in parallel for retargeting.
The monthly impression forecasts were set at 1.5 million for branding and 750 thousand for retargeting. Given the expertise of Conversive’s team, an additional 10% bonus was added to these expected results.
Over 3 months, 8.5 million impressions were achieved, 14.4% above the forecast (including the 10% bonus). Out of the 8.280 clicks, 5.222 website visitors had a visit duration of at least 45 seconds. These quality visits were achieved at an average cost-per-view (CPV) of €4,60.
Affiliate marketing is a proven strategy for growth, significantly contributing to reach, sales, and branding. Due to extensive expertise in affiliate marketing, Conversive fully manages the channel for Jopen, covering everything from setup and communication with publishers to chasing new media, publisher acquisition, and verifying transactions.
As Conversive and Daisycon are both part of the Linehub marketing collective, setting up the affiliate channel within the Daisycon network is done very efficiently. This includes leveraging best practices related to tracking, product feeds, and commission arrangements. Additionally, the short internal lines enable the rapid onboarding of major publisher partners.
In the first month alone, 37 transactions were achieved with a CPA (Cost Per Acquisition) of €5,60 and a ROAS (Return on Ad Spend) of 11. Over a 5-month period, a total of 265 transactions were recorded, with a CPA of €4,70 and a ROAS of 10. The major advantage of affiliate marketing is the CPS (Cost Per Sale) attribution model, where costs are incurred only after a sale is made, which explains the high ROAS achieved.
In short
As an online marketing agency, Conversive has been managing Jopen’s online paid advertising channels for years. Additionally, we act as a consulting partner for their entire eCommerce website. With a focus on branding and quality traffic, Conversive has developed a comprehensive omni-channel strategy that includes Google Ads, Social Ads, Display Ads, and Affiliate Management. Thanks to our extensive experience and in-depth knowledge, we are able to optimize performance across each channel and achieve the pre-established KPIs.
More info?
Curious about the possibilities for your specific goals?
Feel free to contact our online marketing specialists for any questions about our services, or more information about this case.
Martijn Zoetebier
Managing Director Conversive & Group Director Business Development
+31(0)36 200 21 30