For retailers, Black Friday is now more than just a day; it's an entire season. At Matt Sleeps, the challenge was to reach potential customers early and enhance brand consideration, ultimately to increase conversion.
© Mattsleeps
Together with Google and agency Roots Network, Matt Sleeps developed a full-funnel strategy. At the top of the funnel, the focus was on brand awareness. By utilizing online video content, including YouTube campaigns, consumers were reached early in the purchasing process. AI-driven targeting ensured that the ads reached the audiences with the highest engagement.
In the mid-funnel phase, where consumers compare and research products, dynamic video content, product images, and shopping integrations were used. User-generated content, such as experiences from existing customers, reinforced the purchase intention. As Black Friday approached, the messages became more urgent with clear calls to action.
At the bottom of the funnel, Matt Sleeps focused on conversion. By analyzing previous data and optimizing campaigns on Search and Performance Max, real-time adjustments were made for return on ad spend (ROAS). Seasonal adjustments and smart bidding algorithms helped to make the most of peak days.
The results speak for themselves: in November 2024, the number of purchases via Google Ads was three times higher than in November 2023, while website traffic increased by 128 percent. The full-funnel approach delivered both higher revenue and more efficient media use.
Looking ahead, Matt Sleeps aims to implement the strategy earlier in the year to remain top-of-mind with consumers, laying the groundwork for success in future marketing moments.
Source: Adformatie
