Northern Feather is one of the largest luxury bedding providers in Canada providing comfortable essentials anywhere from the Fairmont hotels in Canada to the Venetian in Vegas. They approached us after having been burned by a few marketing agencies that weren't providing results and had very low expectations.
Our mission was to improve their digital sales and rebuild their confidence in digital marketing agencies.
Best practices 5 years ago in online advertising are extremely different than what they are today. Strategies like Google Search Conquesting Ads to bid on competitor keyterms, can still work, but can also work to destroy your ad quality with low ad relevance. New ad types like Performance Max or Andromeda are still being figured out.
Northern Feather's campaigns weren't getting sales and thousands of dollars each month were being churned in campaigns that were perpetually learning while ad strategists weren't adapting but just hoping Google algorithms would solve their problems.
"As the marketing landscape changes every day, it's important to adjust your ad strategy to best use the new tools at your disposal."
MRR
Blended ROAS
Five Star Testimonials
Performance Max (PMax) campaigns are the type where you load all your creatives into the ad campaign and let Jesus (Google) take the wheel. Some ad strategists believe that you need to feed it the absolute best creative in order for it to perform, and from there you just feed more budget into it as it figures out who to market to and starts creating sales. This can be effective but it somewhat flawed. Performance Max campaigns get tunnel vision -- example: if one Display Ad works early on in the campaign, it starts to re-allocate budget towards that Display Ad and starts to ignore the rest of the ad types or creative. This can be abused in the wrong way and the right way.
The wrong way: Letting Google steer the ship
The right way: Steering Google
We had hypothesized that display would perform poorly due to seeing Shopping and Search Ads outperform it for years. Some ad strategists would say you just need better video or imagery for Display Ads to perform. Instead, we deliberately fed poor creative into our performance max ads from the very beginning. Google quickly re-allocated budget away from display and focused on Shopping and Search Ads. The PMax campaign was able to efficiently feed us high performing keywords that we hadn't found in our keyword research that we could feed into our more controlled Shopping and Search Ad campaigns.
The first 2 months we had a return on ad spend (ROAS) of 5 or so which was still quite favourable. Once strategies were adjusted to abuse PMax as a feeder campaign, we were able to propel their ROAS to extremely high levels. In some cases as high as 100x.
"Brandcamp has been regularly cautioning us that we should hit diminishing returns soon in order to manage our expectations.. but each month continues to grow beyond our expectations. Thank you for your hard work in supporting us in Paid Media, SEO, Website Development, and everything else."
