Customer reviews drive 196% increase in paid search revenue for Office DepotSeptember 15, 2008 About this case studyIn early 2008, Office Depot added consumer-generated reviews to their site to help capture customer opinions and drive sales conversion. Office Depot then incorporated review-related terms into its paid search advertising campaign to increase traffic to OfficeDepot.com, drive new buyers to the site, increase sales, and position the OfficeDepot.com site as a “go to” site for consumer-generated office product reviews. The Campaign
Keywords included terms related to product reviews, which were intended to capture consumers during the consideration process. The tailored ad messaging around user feedback encouraged searchers to click on the Office Depot listings. Campaign keywords and ad creative were regularly updated so the most recent top-rated products were supported via search. The ResultsOffice Depot performed a split serve creative test. The test showed that ad creative featuring messaging around product reviews significantly outperformed the control ad creative. Other enhanced performance results were seen as a result of the campaign:
The Bottom LineMany studies have shown that consumers trust input from people like them, and smart retailers use customer reviews in their advertising, emails, catalogs, and direct mail to drive results. Office Depot’s use of review terminology in its paid search ads underscores the effectiveness of customer-generated content in driving qualified traffic to its site. |
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The campaign incorporated verbiage from product reviews into the ad copy, focusing on top-rated products that had high review volumes.