Sleep Reset Case Study

Sleep Reset

Google Ads lift using Max Conversion Value (tROAS)

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Client Background

Sleep Reset is the first and only digital sleep solution known to increase total sleep time. Designed with top sleep experts from leading sleep clinics and universities, Sleep Reset members experience 85 more minutes of sleep per night – with no pills, grogginess, or side effects.

 

Challenge

Sleep Reset was looking to increase their average conversion value while staying within their CPA goals. They offer a free trial (Trial) and purchase (Subscription) option, but only Trials were being used as a conversion action. When JDM began working to raise conversion values, the campaigns were optimized towards Trials, and we needed to leverage Subscription data since those actions drive a higher conversion value. 

JDM Approach

The original campaigns were using Target Cost per Acquisition (tCPA) as the bid strategy. Our approach was to apply Google’s Maximize Conversion Value bid strategy and incorporate the Subscription offline conversion data into a conversion goal to teach the algorithm to find more valuable users. We imported offline conversion data into Google Ads daily, and from there we launched an experiment to test the new conversion actions and bid strategy.

Strategy

We set up experiments to test two factors on an existing campaign in the account:

  • Optimizing toward just the original middle-of-funnel conversion action (Trials) vs. optimizing toward a combination of Trials and the new bottom-of-funnel conversion action (Subscriptions)
  • Target Cost per Acquisition (tCPA) vs. Max Conversion Value bidding

We set different conversion values for the two conversion actions to allow the bid strategy to do exactly what it was built to do: maximize the campaign’s overall conversion value.

When we initially launched the experiment, we did not set a target Return on Ad Spend (tROAS) to the Max Conversion Value strategy. Later, we started a second testing phase including tROAS to increase efficiency and conversion value further.

The Results

Campaigns without tROAS

We saw an 18% decrease in Trials, but a 40% increase in Subscriptions. This was a big win as the experiment return on ad spend (ROAS) was 325% and drove higher-quality Trials. The increase in Subscriptions helped improve efficiency; cost-per-subscription decreased by 30% and conversion value increased by 90%.   

sleep-reset-no-troas

 

Campaigns with tROAS

After the initial success, we added a tROAS to see how far we could increase it before efficiency and spend dropped off. Initially we set the tROAS too high, which caused spend to slow down and performance to drop off. We decreased the tROAS to get it back to normal spending levels. Once normalized, we increased it slowly to be more in line with the goals.


In this phase, the volume of Trials and Subscriptions were lower in the experiment, but the conversion value was 61% higher, and ROAS was 50% higher. The quality of Trials was higher when we optimized towards both Trials and Subscriptions vs. just Trials in the control. Overall, this test helped us successfully scale spend while achieving a positive ROAS and larger profit.

sleep-reset-with-troas

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