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Case study cover

How This B2B Manufacturer Quadrupled Efficiency Across Google Ads

HEADQUARTERS

United States

RETAIL CATEGORY

Manufacturing

CHANNELs

50%

Increase in Google Shopping Revenue with Sidecar

106%

Increase in Google Paid Search Conversion Rate with Sidecar

158%

Increase in Google Paid Search ROAS with Sidecar

400%

Increase in Google Shopping ROAS with Sidecar

50%

Increase in Google Shopping Revenue with Sidecar

106%

Increase in Google Paid Search Conversion Rate with Sidecar

158%

Increase in Google Paid Search ROAS with Sidecar

400%

Increase in Google Shopping ROAS with Sidecar
HEADQUARTERS

United States

RETAIL CATEGORY

Manufacturing

the goal

Find the Google Ads White Space

A B2B manufacturer wanted to expand its digital footprint and knew the potential behind platforms like Google, Bing, and Facebook. What it didn’t know was how to tailor its approach to these platforms to meet its revenue and efficiency goals.

It decided to test the waters by advertising on Google’s shopping and paid search channels. However, manual management soon became a burden for its small marketing team and led to several months of underperformance. During a transitionary period for its team members, the retailer found it difficult to manage its catalog of more than 14,000 products, which contributed to the challenge. “With a product catalog as big as ours, we quickly realized we couldn’t handle Google Ads by ourselves,” said the Marketing Manager of the company. “Our campaigns looked like an overgrown garden in need of care.”

The retailer searched for a retail-specific solution that could automate its campaigns on Google Ads while also providing human expertise on strategy and performance. It found Sidecar and liked what its Google Shopping product, Sidecar for Shopping, offered. “We appreciate that Sidecar’s roots are in retail,” the Marketing Manager said. “With Sidecar’s team and technology at the helm, we knew we could discover new growth opportunities for our business.”

The retailer implemented Sidecar for Shopping and saw several weeks of positive results. It then began exploring Sidecar’s product for paid search on Google. It saw firsthand the benefits of Sidecar’s technology and automation in its Google Shopping campaigns. It wanted a similar experience with Sidecar for Paid Search“Sidecar helps us understand where opportunity exists for our business across our shopping and paid search campaigns on Google, and what the role of each channel should be in our marketing mix,” said the Marketing Manager.

"We appreciate that Sidecar’s roots are in retail. With Sidecar’s team and technology at the helm, we knew we could discover new growth opportunities for our business."

Marketing Manager

B2B Manufacturing Business

The Strategy

Greater Unity Between Google Shopping and Paid Search

Sidecar’s retail-specific technology considers the retailer’s most important KPIs to its business. Sidecar’s team of dedicated e-commerce experts ensures the technology meets the retailer’s goals across Google Ads. The technology uses a unique campaign setup in each channel to meet revenue, ROAS, and AOV goals.

Sidecar’s team also uses geotargeting in Google’s shopping and paid search channels to advertise products in certain locations across the U.S. This allows the retailer to maximize revenue and product value within specific locations. Using bid modifiers to increase or decrease bids, Sidecar’s team can target states and cities depending on which areas perform best. 

The Price Is Right with Google Shopping Ads

On Google Shopping, Sidecar’s technology created two campaigns—Branded Products and General Products—to meet the retailer’s channel goals. The Branded Products campaign features distinctive products from brand names that perform best on Google Shopping. The General Products campaign collects products unaffiliated with a brand.

Pricing played a key role in the retailer’s decision to advertise on Google Shopping. Researching its direct competition shows that it offers the lowest prices of any retailer in its industry, particularly on marquee brands. Google Shopping ads allow the retailer to showcase these competitive prices.

The retailer collaborated with Sidecar to identify price tiers appropriate for its business and goals. Sidecar’s technology then breaks out each campaign across three price tiers—$0-10, $10-125, and $125+. Sidecar for Shopping breaks these campaigns out as such to optimize toward the retailer’s higher AOV products.

“Google Shopping is a great channel for our bigger brands because most products qualify for free shipping, and we have the lowest prices among anyone in our industry,” said the Marketing Manager. “These two factors make the channel a win-win for us; shoppers enjoy our prices and offers, and we increase our revenue and AOV.”

"I have always been a huge advocate of creating a more cohesive strategy. With Sidecar, we have an expert team and technology that unifies our strategy across Google Ads."

Promoting Top Brands with Google Paid Search Ads

When the Sidecar team looked at the retailer’s paid search performance on Google, it saw that it was wasting ad spend on broad terms. The retailer didn’t use granular keyword targeting like phrase match or exact match and instead bid on broad, research-intent keywords that drove unqualified traffic and few conversions. Using natural language processing (NLP), the Sidecar for Paid Search technology applied exact match keywords and negative keywords. As more keyword performance accrued, the technology created two campaigns—Top Brand Keywords and General Brand Keywords—to segment traffic.

Within the Top Brand Keywords campaign, Sidecar’s technology filters all branded keywords into their own campaign while the General Brand Keywords campaign filters non-branded, broad keywords. Once a brand within a General Brand campaign attains more visibility and cost while performing efficiently, the technology then breaks it out with more granular ad groups to target.

As a best practice, Sidecar’s team navigates the technology to break out top performers within their own campaign. This helps allocate spend accordingly between Top Brand and General Brand keywords. It also gets rid of inefficient keywords while targeting higher-intent purchasers.

“Our main goal with paid search campaigns on Google is to sell as many products as we can and focus on specific brands that really move the needle for us,” said the Marketing Manager. “Sidecar helps us understand what sells through those channels versus what doesn’t. We’re now optimized to put our best products and brands first with Sidecar.” Additionally, Sidecar’s team tailors the technology to target desktop vs. mobile shoppers. The team found that the retailer’s core audience preferred shopping on desktop and tended to avoid mobile. To save costs on mobile, it reallocated spend to desktop, where conversions and AOV were higher.
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The Results

Driving Efficiency Across Google Ads

Google’s shopping and paid search channels are vital to the retailer’s marketing pipeline. Advertising on both channels, along with its organic SEO push, allow it to control the most real estate possible across the Google SERP. “I have always been a huge advocate of creating a more cohesive strategy,” the Marketing Manager said. “With Sidecar, we have an expert team and technology that unifies our strategy across Google Ads. Google’s shopping and paid search channels now work together to meet our business goals.”

Higher Revenue on Google Shopping

Sidecar was able to drive immediate results on Google Shopping for the retailer. Since launching Sidecar for Shopping, the retailer has seen Google Shopping revenue increase 50%. The segmentation of Branded and General products into dedicated campaigns has improved efficiency as well, with ROAS on Google Shopping jumping from 3:1 to 12:1 (+400%).

“ROAS has been higher than our target nearly every month since we onboarded with Sidecar. To be able to take our ROAS goal and quadruple it, I think that speaks volumes about Sidecar’s technology and capabilities,” said the Marketing Manager.

Stronger Keyword Performance on Google Paid Search

Separating keywords by performance allows Sidecar’s technology to cut inefficient keywords from the retailer’s Google paid search strategy. The technology’s ability to segment top performing keywords into Top Brand campaigns helps allocate spend efficiently. Paid search spend has dropped 57% YoY while conversion rate improved 108% (2.4% to 5%). Targeting more relevant traffic with appropriate keyword bids helped Search Impression Share grow 409% YoY.

Strategic mobile spending has delivered more efficient results. Mobile paid search saw a 74% increase in revenue YoY and a 372% improvement in ROAS, eclipsing the retailer’s efficiency goals in the channel. “Sidecar has kept us on track to far exceed our annual growth and sales numbers,” the Marketing Manager said. “If we didn’t have Sidecar’s team and technology, I don’t think we would hit our goals in Google’s shopping and paid search channels.”
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Up Next: Bing Shopping and Facebook Ads

Continued success on Google has encouraged the retailer to strengthen other areas of its marketing funnel by refreshing its approach to Bing and Facebook. The retailer is working with Sidecar to get its Bing Shopping and Facebook ads live to expand its digital footprint on these platforms.

“Like most retailers, we face increased saturation across e-commerce marketing channels,” said the Marketing Manager. “We require a partner and technology that are tailored to retail and our business. Sidecar knows how to help find areas of opportunity through its combination of retail marketing experts and artificial intelligence. We’re excited to see the business growth that comes next from our partnership.”

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