As a result of some calculated creative campaigns, Happy Beds’ paid media and website performance improved substantially over the year, rapidly growing their revenue and ROAS prompting the bedroom furniture retailer to increase their pay-per-click budgets.
In 2017, Black Friday was on par with Happy Beds’ best revenue day of the entire year, and this year our aim was to beat it. We planned to double the 2017 click spend between Black Friday and Cyber Monday with the goal of increasing the conversion rate, revenue and ROAS over the previous year.
Whilst our approach wasn’t entirely revolutionising, our objectives were bold and strategy calculated. When looking at the bottom line numbers of devices, it’s typically a mobile-first market but come Black Friday we strategised to capitalize on desktop use. Our “Black Friday Done Right” campaign, as we’ve aptly named it, raised spend and ROI simultaneously. Gareth Morgan Managing Director
Having previously run Search Ads for Happy Beds and not acquired comparable results, we opted to base our entire campaign on Google Shopping. Our experience shows it is a great channel for eCommerce sites with more clicks and often lower CPCs than search ads. A strategy was formed by reviewing opportunities for the best return-on-investment of our increased budget.
Since our approach was to divide the budget between Shopping campaigns we had limited targeting options. Thankfully, to complement our original proposition for bringing in new business and increasing the awareness of Happy Beds, we remained mindful of the impact of returning users and their influence on bottom line revenue figures, and so created a multi-layered strategy for remarketing. We created complex remarketing lists to recapture visitors who had abandoned the checkout, as well as visitors who had explored different category pages. By utilizing these comprehensive lists, we could ensure users were shown the most relevant ads.
We’re pleased to share that Black Friday was the highest ever day of website revenue for the business. The ROAS for Friday alone was 856.26%.
UK Biddable Awards Nomination: “Best Use of Shopping Ads” 2019