Goji Web also uses Performance Forecasting, powered by Adobe Sensei, to simulate changes in the budget or business objectives, so the consultancy can test the viability of new ideas before launching them.
The efforts have paid off, convincing Hoefner that search marketing can be a boon for the business instead of a drain.
“With Goji Web and Adobe Advertising Cloud Search, we saw a 600% increase in ROI. We now earn $3 in revenue for every $1 we spend on search advertising,” says Hoefner. “Our transaction volumes are 5 times higher and website traffic is up 48%.”
Finding success with Google Shopping and retargeting
As Goji Web shaped the search marketing strategy, two key elements emerged as powerful factors in SleepX’s success. The first is the use of Advertising Cloud Search in conjunction with Google Shopping, which contributed a significant boost in sales.
As Murfitt explains, “The beauty of Google Shopping is that product images and prices appear immediately in search results, which is quite effective at capturing attention. Combined with the power of Adobe Advertising Cloud Search to evaluate hundreds of thousands of keywords, we can get very targeted and make a big impact with the ad budget.”
The other important element in the search marketing strategy is retargeting list search ads (RLSA), which allows Goji Web to feed consumer data into Google Ads for retargeting.
“We use Google Ads to retarget people who have already searched for mattresses, visited the SleepX website or taken some other action that indicates they may be in the market for a mattress,” says Murfitt. “Adobe Advertising Cloud Search helps us to optimise our retargeting bids, which are generally higher because they are more likely to result in a sale.”