On a mission to become the UK’s most trusted, affordable sleep company, Kally Sleep are known as the sleep specialists. Their innovative products are created by experts, backed by science and endorsed by customers, putting them firmly on the map as a leading brand for sleep wellness. With an online presence that continues to grow, they understand the value of digital marketing and have always been keen to test the latest features to maximise visibility amongst their competitors, while striving to hit that all important ROAS.
Kally Sleep aimed to take a holistic view of all paid marketing to drive maximum ROAS across the PPC and Paid Social Channels.
They tasked us with minimising wasted spend in the account to improve efficiency.
The main objective was to improve ROAS, as it had previously been running at a negative ROI, which we successfully achieved.
+37% increase in Paid Social revenue YoY (July – Nov)
+23% increase in PPC revenue YoY
-26% in spend for PPC
+11% increase in spend for Paid Social.
+56% increase in combined ROAS
+167% increase in Social ROAS
+32% increase in PPC ROAS
Following a PPC audit, we identified that a full account restructure was required in order to bring them up to speed with both the platform’s and Ortus’s best practices. In doing so we could ensure not only did the brand then have the foundations in place for future success, but also that their account budget ran more efficiently.
Following a Paid Social audit for our client, we identified which audiences and ads performed best as we were pulling back on spend, therefore, we wanted to ensure we were being as efficient as possible with the budget we had to work with.
We used previous data insights to identify trends throughout the year in order to inform where the budget should be split between PPC and Paid Social. By doing this we were able to push the budget into top performing channels and campaigns.
As we entered Q4, we wanted to be more in control of the budget and when and where it was spent. By switching from monthly to weekly budgets we were able to phase spend based on seasonality and key dates such as payday week and Cyber Week promotions. This allowed us to act quickly and move budget between the channels as and when needed to drive performance.