42connect Case Study | Original Mattress Factory

Efficiency Outweighs Budget

THE RESULTS

21
%
Decrease
COST PER CLICK
94
%
Increase
CLICK THROUGH RATE
11
%
Increase
AVERAGE POSITION
TACTICS WE IMPLEMENTED
Restructured AdWords accounts to focus on highly targeted ad group
Developed scripts to standardize account optimization
Developed a local strategy using organic and paid search
Utilized call tracking to gauge the performance of local strategy

The Original Mattress Factory eliminates the middleman retailer and only sells their mattresses once. They manufacture all of their products in their own local factories and sell them in their own local stores. As a result, they are able to sell their quality mattresses and box springs with no extra step…and no extra markup. So customers get the same great quality at a great low price.

Client: Original Mattress Factory
Website: https://www.originalmattress.com/
Service: PPC, Facebook Advertising, Email Marketing, Web Design & Development

Growing Nationally by Focusing on Local Markets

In the US mattress industry, there are more than 600 companies fighting for their share of the $7 billion of annual revenue. As a regional player, our client found it hard to profitably compete with the national competitors and big box stores. In addition, with over 40 stores in 11 different markets, management of each individual market presented several issues including billing, marketing overlap, and overall digital consistency.

Getting More For Less: Efficiency

We completely restructured the paid search account and were able to remove the overlap of markets that were previously competing against each other in the search auctions. The restructure also allowed us to develop advertising consistency between each market while at the same time giving us the flexibility to cater ad copy testing, targeting options and conversion points to each showroom's goals.

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