The bedding and mattress industry is a very tight market indeed, especially for new entrants. When Australia’s leading mattress producer Joyce entered the B2C market in late 2017 they knew it wouldn’t be easy.<\/p>\n

Targeting urban professionals, the company trademarked and traded on the brand SleepX<\/strong>.<\/p>\n

SleepX specialises in high technology foam mattresses, pillows and mattress toppers, engineered for comfort, eco-friendly and Australian made.<\/p>\n

After facing a competitive marketplace with high penetration costs, the company hired Goji Web to turn around it’s Search and Social assets, with data-driven insights and analytics at the fore.<\/p>\n

In September 2018, Goji Web’s deployed Adobe Advertising Cloud for the benefit of 4 of their customers. This has allowed SleepX to benefit from advanced features for Search Marketing using Ad Cloud’s unique set of tools, such as:<\/p>\n

\n
• attribution modelling to incorporate Assisted Conversions (where Ad clicks occurred higher up the purchase funnel)<\/li>\n
• cost and revenue modelling<\/li>\n
• custom simulations<\/li>\n
• customised conversion weighting (to target upper funnel metrics as well as e-commerce transactions)<\/li>\n<\/ul>\n

  As of today, Goji Web has succeeded in improving the ROI of the account by 600%. That’s an increase of 6 times what the account was providing in revenue prior to the takeover of the account.<\/p>\n

  “With excellent analytics and search capabilities, our transactions are now five times higher and we were able to increase traffic by 48%”<\/p>\n

  SleepX Digital Marketing Manager, Kerstin Hoefner.<\/p><\/blockquote>\n

  As with any digital marketing strategy, sorting the high-value terms vs the lower value \/ experimental terms has been the highest priority.\u00a0 Other key attributes of the SleepX campaign has included:<\/p>\n

  \n
  • Working at length with all stakeholders to ensure agile amendments to campaigns, as and when required<\/li>\n
  • Retargeting via Search (RLSA’s) to bid more heavily on users who are further down the purchase funnel<\/li>\n
  • Getting ‘inside the mind’ of the customer<\/li>\n
  • Understanding the brand’s position in relation to competitors across key products<\/li>\n
  • Harnessing Google Customer Match<\/li>\n
  • Implementing best practices, such as call outs, dynamic search ads and enticing calls-to-action (e.g. Buy One Get One Free)<\/li>\n<\/ul>\n

    Goji Web\u2019s Managing Director, Matt Murfitt says the company will push forward with plans to up-skill and hire new employees across Ad Cloud.<\/p>\n

    \u201cThis is a growth industry and we are keen to open it up to new players across multiple industry verticals.\u201d<\/p>\n

    \u201cData-driven optimisation is at the heart of everything we do, so this tool is a perfect match for our clients and our sales proposition.\u201d<\/p>\n