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Case study cover

How GoFoodservice Doubled Google Ads ROAS With Strategic Keyword Bidding

HEADQUARTERS

Louisville, KY

RETAIL CATEGORY

Restaurant Supplies

WEBSITE
CHANNELs

10%

Less Marketing Costs with Sidecar Compared to Previous Partner

13%

More Overall Business Sales in First 6 Months with Sidecar Compared to Last 6 Months

48%

Increase in Google Paid Search ROAS with Sidecar

106%

Increase in Google Shopping Revenue with Sidecar

10%

Less Marketing Costs with Sidecar Compared to Previous Partner

13%

More Overall Business Sales in First 6 Months with Sidecar Compared to Last 6 Months

48%

Increase in Google Paid Search ROAS with Sidecar

106%

Increase in Google Shopping Revenue with Sidecar
HEADQUARTERS

Louisville, KY

RETAIL CATEGORY

Restaurant Supplies

THE GOAL

Stronger Efficiency and Sales Growth

GoFoodservice is a leading online retailer for restaurant industry equipment and supplies. With over 30,000 SKUs and counting, the retailer sells a broad range of products, from traditional machinery like refrigerators and ice machines to disposable products like paper plates and hand sanitizer.

To get the most out of its digital advertising, it needed to increase sales while maintaining an efficient level of marketing spend. The retailer’s limited bandwidth prompted its small marketing team to search for an external partner, and it turned to Sidecar to bring its Google and Bing advertising to the next level.

“What stood out to us in our initial call with Sidecar was its pairing of team and technology,” said Chris Fraser, General Manager at GoFoodservice. “We were hitting a wall with our previous partner, and the only way to make progress was to spend more money. With Sidecar, we saw a transparent way to reach our advertising goals while keeping costs in check.”

Fraser and his team stressed the importance of communication and wanted to ensure that its next marketing partnership would be a collaborative effort. An experienced search marketing professional, Fraser sought a team that would offer constructive conversation and lead to stronger ad performance.

“It’s important to maintain efficient ad spend to grow our business,” said Fraser. “Sidecar had a plan to steadily boost our sales across Shopping and paid search so we decided to partner with them.” 

"With Sidecar, we saw a transparent way to reach our advertising goals while keeping costs in check."

CHRIS FRASER

General Manager at GoFoodservice

THE STRATEGY

Smarter Campaign Segmentation

GoFoodservice partnered with Sidecar to build a strategy that would maximize the value of Google and Bing advertising and make costs more predictable through the use of automated bidding.

Fraser and his team consulted with Sidecar to increase overall return on ad spend (ROAS). Using Sidecar’s Apex technology, the Sidecar team analyzed GoFoodservice’s Shopping and paid search campaigns to understand which products and keywords performed best. The team honed in on creating three specific campaign types: trademark, branded, and numeric.  

Segment Top Brands and Models in Shopping

Many of GoFoodservice’s top-selling products come from three brands: True Refrigeration, Turbo Air, and Beverage Air. Because these brands account for many of the highest value items in GoFoodservice’s product catalog, Sidecar’s team bucketed these products into three separate branded Shopping campaigns.

“We weren’t sure how we could further promote our best selling items in Shopping,” said Fraser. “With Sidecar’s help, we have a smarter approach to managing our top performers and ensuring our ad dollars are being used appropriately.” 

In addition to brand name, GoFoodservice sees high search activity from shoppers researching products by serial number type. This inspired Sidecar’s team to develop numeric campaigns in Shopping. These campaigns help the retailer hone in on lower funnel searches that include model and part numbers, which make up a sizable portion of GoFoodservice’s sales.

Said Fraser, “Google Shopping is crucial to our business. We want our products to appear in front of the right shoppers at the right time and in order to do that, you need to have a comprehensive strategy in place. Focusing on our top brands and numbered queries have been instrumental to our channel growth.”
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More Trademark and Brand Impression Share in Paid Search

Increasing impression share is the main goal with GoFoodservice’s trademark paid search campaigns. Sidecar’s team worked with the retailer to develop a set of trademark campaigns to capture search demand for terms associated with GoFoodservice and ConsolidatedFoodservice, its previous company name.

Because trademark terms are typically associated with high purchase intent, these terms are separated into their own campaigns with a dedicated amount of spend. This ensures that the retailer dominates impression share for its trademark search terms.

Sidecar and GoFoodservice use expanded text ads and dynamic search ads to further promote brand equipment and brand parts. Expanded text ad campaigns promote top brand equipment manufacturer part numbers (MPNs) and brand parts MPNs. MPN terms are negated from brand campaigns in order to keep cost lower and avoid overlap for terms.

“The strategies we have in place with Sidecar are better than what we’ve experienced with other partners,” said Fraser. “The willingness to collaborate on what works and what doesn’t has left no stone unturned when it comes to our campaign setup. We’re set up for long term success.”

With branded dynamic search ads, Sidecar’s team targets specific URLs and leverages Google to match relevant queries to site content. These campaigns act as a safety net and capture relevant traffic Sidecar is missing due to branded, MPN-focused campaigns.
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Navigating a Pandemic

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At the start of the COVID-19 pandemic, Sidecar worked with GoFoodservice to set up a branded campaign for Alpine hand sanitizer. Demand for these items climbed considerably among a wider range of customers, including government offices, military bases, and schools. All sanitizing products were filtered into their own campaign in order to capture as much of this demand as possible, increasing spend to maximize sales without overextending available supply.

Additionally with COVID, Sidecar’s team focused on outdoor heater and firepit product types as restaurants faced in-person dining restrictions. During the winter months, Sidecar’s team facilitated campaigns to respond to rising demand for heating products to support outdoor dining. This helped GoFoodservice support the restaurant supplies business and create more B2B engagement with restaurants.

“We are trying to be as restaurant-centric as possible,” said Fraser. “In the midst of COVID, we saw an opportunity to connect with restaurants that needed to react to the changing dining landscape. Sidecar responded swiftly to this change and helped us adapt to the changing restaurant needs.”
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THE RESULTS

Shaved Marketing Costs & Improved Sales

GoFoodservice and Sidecar’s partnership spurred quick results for the restaurant supplies retailer. In its first six months with Sidecar, GoFoodservice grew total overall sales across Google and Bing by 13% compared to the final six months with its previous partner. ROAS was also more consistent on a month-to-month basis, making it easier to plan and reliably allocate ad spend.

"Our partnership with Sidecar boils down to three key results: time savings, confidence in our ad spend, and better overall return."

“We’ve experienced steady sales growth since working with Sidecar,” said Fraser. “Their team does a lot of testing and makes sure they put the time in to get our strategy right on Shopping and search. With Sidecar’s help, I’m freeing up about 15 hours each week to work on other aspects of our business.”

GoFoodservice met its goal of reducing costs by prioritizing spend and driving demand around key products and search terms. It also eliminated the burdensome cost structure of its previous marketing partnership. The result was a 30% decline in year-over-year costs for paid search and a 6% drop in Shopping costs during the same period.

Beyond simple cost cutting, GoFoodservice engaged Sidecar to bring greater efficiency to its paid marketing efforts. Since launching with Sidecar, paid search ROAS has increased 48% while Shopping ROAS has grown 119%. With dedicated trademark and branded campaigns in Shopping, the retailer has grown conversions 56% and revenue 106%.

“Our partnership with Sidecar boils down to three key results: time savings, confidence in our ad spend, and better overall return,” said Fraser. “I can spend more time managing the overall success of the company while I trust our team to get the most out of our ad campaigns.” 

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