Dreamland Bedz

What They Came to Us For

Conversion tracking was set up wrong – purchases had no value, but page views did. This meant that while the campaigns looked like they were driving conversions, they were not, as simply viewing a page had a value of £1. This meant that Google thought it was doing a good job by garnering a lot of page views, but this didn’t convert into anything real for the client. Other goals that had a value assigned was YouTube subscriptions and chat bot conversation started.

They had multiple campaigns, selling the same products, targeting the same locations – meaning they were essentially bidding against themselves.

Changes were being made to the account constantly. This led the account to be in a constant state of learning, and never performing properly. It also meant that it was extremely difficult to assign any kind of cause / effect to any of the changes, as they were done so often.

What We Did

Our first step was to simply stop all existing campaigns. They were objectively not delivering any value for the client and were simply wasting budget. We then started from the ground up – reworking their conversion goals and setting up a CMP. This meant more accurate tracking, which meant more accurate conversions which meant Google knew what to optimise for in Google Ads.

We then had to rebuild and launch a singular campaign using this updated tracking. Unfortunately, some Google auto-apply settings were left on, so after a very positive two weeks, Google’s system made some changes automatically, including changing the bid strategy. These changes essentially crippled the campaign and it stopped converting overnight. We did undo these changes, but the campaign never got back to prior levels of performance. Therefore after a further two weeks of work, we ended up stopping our initial campaign and launching a new one, this time with the auto-apply settings turned off.

The Results

Since working with us, Dreamland Bedz have had:

• A 247% increase in orders
• A 262% increase in net sales value
• A 7% increase in average order value