A large mattress manufacturer’s main business challenge was finding a way to drive efficiency-based KPIs on Google search without a shopping cart on site. As a mattress/furniture retailer, the company doesn’t have a cart on its main website for customers to purchase products. To capture online sales through Google search, text ad traffic was being driven to its Amazon product pages.
However, this prevented the team from gathering insights into channel-specific sales and efficiency, because Amazon does not allow third-party tracking on product pages. With few performance insights, trackable performance goals were limited to increasing CTR, keeping CPCs low, and maximizing traffic within monthly budgets. Since the value of Google search compared to the Amazon program was unknown, it was challenging to fund and manage each campaign appropriately.