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Goodmorning Boosts Google Ads Conversions By +200.75%

Discover how Goodmorning.com used Google Ads as part of its strategy, to become Canada’s top independent online mattress company.

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Goodmorning increases Google Ads Conversions By +200.75%

GoodMorning.com is Canada’s largest independent online mattress company. GoodMorning.com sells high-quality mattresses, bedding, and sleep accessories at a fraction of the cost of traditional brick-and-mortar stores in both the United States and Canada.

Disclaimer: GoodMorning.com is not a client of Point 22. This case study is from when Anwar served as a senior performance marketing manager at GoodMorning.

+200.75%

Growth in Google Ads conversion volume

7.81%

Google Ads customer acquisition cost

Our Approach

  1. Conversion Actions Audit: Some purchase events were triggering multiple times. Since GoodMorning.com operates multiple brands and lacked MCC cross-domain tracking, this resulted in double counting and diminished tracking across the account.
  2. Campaign Structure Optimization: Despite spending six figures monthly, the account lacked properly structured ad groups and a clear account structure. We optimized the account structure based on the different products and distinct searcher intent.
  3. Shopping Campaign Improvements: Shopping campaigns were losing money on multiple fronts, and the creative aspects were not optimized. We tested smart shopping campaigns and successfully made them profitable.
  4. Campaign Settings Review: We reviewed all settings for each campaign, excluding low-performing traffic sources such as apps and game categories.
  5. Bidding Strategy: They had been using manual bidding. We tested a target conversion value in some campaigns, which doubled the revenue and halved the Cost Per Acquisition (CAC).
  6. Expanded Reach: We added new keywords and ad groups related to competitor brand names and people searching for “mattress reviews”. We also tested new campaign types such as Dynamic Search Ads (DSA) to expand the campaign’s reach.
  7. Landing Page Optimization: We drafted wireframes for a new landing page to be used in our competitor campaigns and for our mattress review campaigns.
  8. YouTube Advertising: We launched YouTube advertising and turned it into a profitable channel. We delivered results at 9.31% CAC.
  9. Performance Reporting: We created reports using Looker to better analyze the performance of the campaigns.

Performance Results

Performance results in Jan 2019 to Nov 2021

  • Conversion Tracking: We achieved a 30% reduction in discrepancy between Google Analytics and Google Ads revenue, effectively resolving the issue of duplicate event counting.
  • Revenue: Increased revenue by 200% at 15% CAC or 7.81 ROAS over 3 years of working with Goodmorning.com
  • Advertising Messaging: 24% increase in Click-Through Rate (CTR) while maintaining a 3.67% conversion rate. This was achieved by setting up a scientific ad testing program using both frequentist and Bayesian A/B testing.
  • Wasted Spend:  Reduced non-profitable traffic by 39%