The Case Study

Acceleration Partners Helps Mattress Retailer Achieve 160% Incremental ROAS with Nontraditional SEM Affiliates

A mattress retailer shifted its approach to nontraditional partnerships. After analyzing program data, Acceleration Partners adjusted the weighting of two top-of-funnel partners who interact with customers at the research phase. As a result of this single data-driven recommendation, the mattress retailer realized tremendous program growth.

Results

160% incremental ROAs

15% conversion rate increase

$6.50 cost-per-click

$1.44M incremental revenue in Q3

The Challenge

The challenge this mattress retailer and their partnership marketing agency, Acceleration Partners, faced when recruiting and implementing nontraditional, quality search engine monetization (SEM) affiliate partners was two-fold:

  1. Needed to analyze how third-party review sites could impact the customer conversions and attempt to purchase, so as to better capitalize on their topof-funnel affiliate partnerships.
  2. Required creative, out-of-the-box thinking from the Acceleration Partners' team on how the mattress retailer could work with and pay these partners that would have long-term benefits for all involved parties.
Our Approach

Specialized Incrementality
Scorecard

The Acceleration Partners team recalibrated the incrementality scorecard to assign a higher weight to nontraditional, top-offunnel partners to better align with the brand's internal goals and strategy. The team found unique ways to conserve costs and drive greater return on ad spend (ROAS):

Shifted partner payment models for two main partners to a Cost-Per-Click (CPC), moving attribution logic to firstclick and implementing fallback costper-clicks to support the budget needed to pay upfront for Google rankings.

Scaled ROAS by tying lower incremental ROAS to the partner category at the channel level to account for the shift from traditional partners to nontraditional partners.

Created a proprietary, specialized incrementality scorecard that leveraged data contributions from the retailer's SaaS platform, Impact.

 

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