Office Depot

Information about the company

Office Depot, Inc. is an American office supply retailing company headquartered in Boca Raton, Florida, United States. The company has combined annual sales of approximately $11 billion, and employs about 38,000 associates with businesses in the United States. The company operates 1,400 retail stores, e-commerce sites and a business-to-business sales organization.

The company's portfolio of brands includes Office Depot, OfficeMax, Grand & Toy, Ativa, TUL, Foray, Realspace, and DiVOGA.

Commercial approach

Office Depot decided to adopt Smart Shopping campaigns to reduce the team’s workload and help them hit their business targets. Smart Shopping campaigns combine standard Shopping and display remarketing campaigns, using automated bidding and ad placement to promote products.

Google Ads success story

During the setup, the team established campaign goals, defined product groups, set bids, and identified negative keywords. From that point forward, Office Depot relinquished manual control of the campaign, minimising their previous dependence on staff availability and business hours.

The new campaign requires less maintenance than before, which gives the team more time to devote to areas such as their mobile and audience strategy. Key metrics have improved too.

Results

- Increased revenue by 33%
- Gained 45% more impressions
- Reduced costs by 31%
- Improved return on ad spend by 201 percentage points
- Time previously spent on manual bidding now goes into strategy development