• FREE ANALYSIS

    READY TO POWER UP YOUR PERFORMANCE MARKETING CAMPAIGNS?

    This free, no obligation performance analysis will uncover:
    • Opportunities to earn more from your catalog
    • Ways to optimize performance across search, shopping, social, and discovery channels
    • Wasted ad spend and how to reduce it

How Office Supply Used Audience Segmentation to Grow Google Ads Revenue 67%

HEADQUARTERS

Madison, WI

RETAIL CATEGORY

Office Supplies

WEBSITE
CHANNELs

23%

Revenue Increase in Google Paid Search with Sidecar

32%

Impression Share Growth in Google Paid Search with Sidecar

67%

Revenue Increase in Google Shopping for Trademark Search Terms YoY with Sidecar

103%

Click Increase in Google Shopping for Trademark Search Terms YoY with Sidecar

23%

Revenue Increase in Google Paid Search with Sidecar

32%

Impression Share Growth in Google Paid Search with Sidecar

67%

Revenue Increase in Google Shopping for Trademark Search Terms YoY with Sidecar

103%

Click Increase in Google Shopping for Trademark Search Terms YoY with Sidecar
HEADQUARTERS

Philadelphia, Pa

RETAIL CATEGORY

Office Supplies

THE GOAL

Grow Revenue and Achieve Greater Efficiency

For Office Supply, an online retailer selling office and janitorial supplies, office furniture, and office technology products, the key to reaching new customers was to expand its digital footprint into new advertising channels.

In addition to new customer acquisition, the retailer wanted to improve retention and increase revenue on its tentpole platform, OfficeSupply.com. To accomplish this, it sought a solution that could drive more brand awareness and create more product demand. It connected with Sidecar to better leverage shopping, paid search, and display advertising across Google and Bing.

“We're 100% e-commerce. We don't have any sales people,” said Joe Schaefer, President of Office Supply. “So platforms like Google Ads are crucial to our business, because they are sales tools that we utilize for customer retention and customer acquisition. Each channel gives us the opportunity to look at different segments of the business and build them in a more controlled manner.”

Control and Build Trademark Impression Share in Paid Search

Office Supply’s primary focus in paid search is maximizing trademark keyword exposure and its share of trademark impressions. However, these goals presented a unique challenge for the retailer because its trademark term, “office supply,” is widely used as a broad term by many competing retailers. Schaefer and his team needed to develop granular segmentation tactics for trademark keywords to drive more efficient customer acquisition.

“We’re heavily driven by efficiency,” said Ben Lang, Analyst at Office Supply. “We’re in for profit, so whatever actions we take, we must do in a way that we know is going to drive profit. We need to make sure we’re not wasting money on campaigns where we’re not just seeing the KPIs we need, but also ensuring that efficiency continues for us.”

"Platforms like Google Ads are crucial to our business, because they are sales tools that we utilize for customer retention and customer acquisition."

JOE SCHAEFER

President, Office Supply

THE STRATEGY

Smarter Campaign Management

Office Supply partners with Sidecar’s team on a strategy that spans four different channels. The company currently advertises in Google Shopping, Google Paid Search, Bing Shopping, and Bing Paid Search. To achieve the retailer’s business goals, Sidecar’s team created unique campaigns targeting search intent, average order value (AOV), trademark terms, and seasonality.
inline image

Query Intent and AOV Segmentation in Shopping

As a traditional B2B vendor with over 100,000 SKUs, Office Supply aims to generate demand for a diverse range of products without casting a net so wide that it favors low-intent shoppers. Finding this sweet spot in demand meant developing smarter campaign segmentation based on two factors: query intent and AOV.

Using Sidecar’s Apex technology, the Sidecar team created four distinct Shopping campaigns for Office Supply. With query intent in mind, two campaigns are segmented by numeric queries and broad queries.

Specific product attributes like numeric queries are typically searched by lower funnel shoppers. Sidecar’s team is able to bid more on these queries than the broad query campaign due to higher conversion probability and still hit the targeted efficiency. In the broad query campaign, generic queries like “office chair” and “wall calendar” are given lower CPCs due the smaller likelihood of a conversion.

“Our customer strategy team always sets us up to be successful, and that success is the product of a strong relationship,” said Lang. “Sidecar’s expertise in the office supply sector mixed with its paid search experience works to our advantage.” 

Sidecar’s team further breaks out Office Supply’s Shopping strategy into high AOV and low AOV campaigns. The team customizes Sidecar’s technology to bid differently on higher AOV items versus lower AOV items. This ensures that the most expensive items in the retailer’s catalog are displaying across Google and Bing Shopping at the right times.

"Sidecar’s expertise in the office supply sector mixed with its paid search experience works to our advantage."

Cater to a Dynamic Audience in Paid Search

Paid search is a crucial advertising vehicle for Office Supply. It reaches a vast audience through its search advertising, ranging from shoppers unfamiliar with its brand to returning customers. To maximize its efforts across Google and Bing, Office Supply and Sidecar partner on four specific paid search campaigns: trademark, coupons, URL targeting, and manual campaigns.

Trademark campaigns are important to Office Supply because of its business name in the industry. When shoppers search for office supplies or variations of the term, the retailer wants to show in those searches. Sidecar’s team segments Office Supply’s trademark campaign by new versus returning audience segments.

Higher CPCs are given for the returning audience segment because of its higher purchase intent. In the new customer segment, Sidecar and Office Supply are able to control average CPCs in light of more competition and this audience being more research intent.

Sidecar’s team also created a campaign based on coupons and discounts that Office Supply runs throughout the year. This campaign leverages sales-driven ad copy that encourages shoppers to take action through an ad, whether a promotion ends soon or a large discount is available.

To further engage the vast audience searching for office supplies, a specific campaign was created for URL targeting. This campaign targets only search terms that include “OfficeSupply.com” to allow funneling the correct search terms to the right campaigns with appropriate budgets. Bid adjustments are made at the campaign level.

Seasonal trends play a large role in Office Supply’s paid search strategy. Sidecar’s team helped the retailer create seasonal campaigns to drive higher demand for back-to-school and year-end items like calendars. These campaigns typically feature dynamic search ads, which help target specific categories or trending brands and products in respective seasons.
inline image

Staying Agile During a Pandemic

Expand to learn more

Like many businesses, Office Supply has seen changes in consumer behavior as a result of the COVID-19 pandemic. In particular, it saw demand for products like sanitizers, disinfectants, and toilet paper rise dramatically in the early months of the pandemic. However, much of this volume came from individual consumers rather than businesses, and, in some cases, threatened to overwhelm the company’s ability to meet demand.

Sidecar worked with Office Supply to create several trending-product campaigns for goods like toilet paper, disinfectants, and cleaning supplies that are now in high demand. These campaigns are managed separately from the rest of the Office Supply catalog because B2C transactions are not the company’s primary focus.

“Our relationship with Sidecar helped us during the early stages of and throughout the pandemic, and that is really crucial for us,” said Lang. “We were able to weather March and get back on track quickly by April. We really appreciate Sidecar’s flexibility and making such a quick turnaround to different strategies and different needs within those moments.”

Sidecar’s team also helped manage these campaigns when demand became too great for products like toilet paper that experienced a national shortage. In cases like this, certain products are excluded from search term bidding to avoid driving demand that couldn’t reasonably be met.
chapter image

THE RESULTS

Increased Revenue Through Efficient Spending

Office Supply experienced results quickly with Sidecar’s audience segmentation in place. The retailer saw both revenue growth and increased efficiency with a segmented bidding strategy focused on intent, trademark searches, AOV, and short-term purchasing trends in specific product categories.

A combination of audience and query segmentation helped Office Supply grow revenue and increase order AOV while staying within spending targets. In the first 12 months of its partnership with Sidecar, Office Supply saw a 23% YoY increase in paid search revenue while adding only 18% more to spend.

Impression Share Growth in Paid Search

Trademark paid search campaigns for new customers are operating at a 6.3% cost of sale (CoS), in line with the retailer’s goals. These campaigns have also driven an impression share of 32% on Google and positions Office Supply competitively against similar, large-scale businesses in the office supply market. Even more strongly, campaigns for returning users drive a 74% impression share for Office Supply, with a 4.4% CoS.

"Sidecar’s team is always willing to spend time with us. This helps us focus on operating the business and letting Sidecar do the heavy work with our campaigns."

“We have check-ins once a week with our team at Sidecar to touch base on how business is going and what’s coming up,” said Schaefer. “Sidecar's team is always willing to spend time with us. This helps us focus on operating the business and letting Sidecar do the heavy work with our campaigns.”

More Engagement With Trademark Queries

Clicks and orders from trademark queries in Google Shopping have also increased under the partnership. YoY clicks on ads generated from trademark queries have grown 103% while orders are up 64%.

“Working with Sidecar gives us more time to focus on industry trends and make sure we’re staying relevant,” said Schaefer. “We’re able to dig into our business and share important information with our Sidecar team, and then they incorporate it into a strategy that makes sense for our business. For us, that’s a major win.”

FREE ANALYSIS

Get numbers like office supply

Request a free analysis to find out if your performance marketing campaigns are delivering the best possible results.

Schedule Your Performance Analysis

No obligation and yours to keep

Schedule Your Performance Analysis

No obligation and yours to keep