Case Study: Business Supply achieves 37% revenue increase with Kenshoo Product Listing Ads (PLA) bid algorithm

Business Supply Increases Revenue by 37% Through Kenshoo Product Listing Ads (PLA) Bid Algorithm

Business Supply, a leading online retailer of office supplies, furniture and breakroom products with a catalog of over 35,000 SKUs, faced a major shift when Google Product Search became the paid Google Shopping/PLA format in 2012. The team saw PLAs as a growth opportunity but needed to build product targets, manage feeds, track PLA activity and scale bidding and budgeting amid limits in automated PLA optimization.

Working with agency Chacka Marketing and Kenshoo, they implemented Kenshoo tools (Advanced Search, Scheduled Actions) and best practices for clean data feeds and advanced bidding, then tested Kenshoo’s custom PLA bid policy that clusters products and predicts revenue-per-click. Within two weeks conversions rose 29%, revenue increased 37% and ROI improved 18% — gains achieved even as overall search volume fell about 11% — making PLAs a core part of their search strategy.

Business Supply

Sean Godier

Vice President of Ecommerce