Endy
Improving sleep and conversions with a Search Ads Campaign
The objective
Catching the attention of active searchers
Endy, Canada's dream weaver in the mattress industry, set out with a simple yet ambitious goal: to catch the eye (and clicks) of Canadians, 18+ on TikTok, searching for the secret to a perfect night's sleep. Given the growing role of search on TikTok, Endy aimed to convert curiosity into conversions, exceed their own benchmarks, and prove that the right mattress is just a search away.
The solution
Crafting a search strategy for sweet dreams
Endy developed an inviting strategy, leveraging Search Ads Campaign to ensure their message wasn’t missed. The Search Ads Campaign enables advertisers to have control over ads targeted uniquely and exclusively to the TikTok Search Results Page and Endy simply tucked themselves into these searches. They tailored their approach with a diverse set of keywords, ensuring they were top of mind for audiences typing "mattress" into the search bar.
Additionally, they ran Spark Ads and leveraged Display Card to highlight key messaging. Endy also incorporated Cost Cap as part of their bidding strategy to optimize performance throughout their 3 month campaign.
The creative highlighted Endy's comfortable and high-quality products, fast shipping, and hassle-free logistics. This approach not only resonated with potential customers at various stages of their buying journey but also allowed Endy to strategically address their specific interests, one search at a time.
The results
Dreamy results with lower-funnel success
The campaign was a stellar success, driven by Endy's innovative approach to testing new solutions. It achieved a 25% reduction in CPA and a notable 28% increase in ROAS vs. non-search performance, surpassing benchmarks and significantly enhancing brand discoverability and sales. Furthermore, there was a remarkable 72% increase in CTR compared to non-search media, as more customers discovered the perfect mattress. As one of the first Canadian advertisers to dream big with Search Ads Campaign, Endy delivered on conversions and ultimately, better sleep.
Testing Search Ads Campaign was a natural fit for Endy as an e-commerce brand. Being able to reach users when they are actively researching products within the Home & Living space, allowed us to be top of mind to users who are showing high intent, and showcase why Endy is loved by 1 million Canadians. I am excited to see how the Search Ad solution evolves, as more users leverage the platform as a search engine.
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