This document provides a performance update for paid search, SEO, and Google My Business initiatives for HD Supply in September 2019. Key points include: - Paid search performance and revenue declined due to a website migration that paused many ads. - Organic search traffic also decreased from the migration and loss of website content. - Testing of content remarketing and local branch campaigns showed the latter performed best in driving store visits and revenue. - Analysis of Home Depot's rebar product pages showed they include more optimized content and keywords than comparable HD Supply pages. - Google My Business actions increased slightly from prior months due to new branch page content and videos.

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Paid Search/SEO
Performance Update
September 2019

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Paid Search Performance - Engagement
Impressions
Commentary
Click Through Rate
Return on Ad Spend
Transactions Rev.
$42K
Store Visit Rev.
$2.3M
Phone Call Rev.
$65K
Digitally Influenced
Revenue
$2.4M
Feb Mar Apr May Jun Jul Aug Sep
0.00
5.00
10.00
15.00
20.00
25.00
30.00
$8:$1
$12:$1
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
-36%
MOM
$4:$1
$20:$1
This data includes store visits, calls, and direct transactions online.
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
Feb Mar Apr May Jun Jul Aug Sep
• Due to the website migration, we pause ads and lost
performing product and Shopping ads.
• To offset lower product ads due to web migration, we
increased production of brand, display, video, and
remarketing ads for awareness.
• Technical issues on promos resulted in fewer product
marketing campaigns.
• Launched text ads and remarketing test for
news.whitecap.com content.
• Total traffic also dropped because ads were paused
during the web migration in September.
$22:$1
$19:$1
$28:$1
+159%
MOM
$24:$1

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$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
Feb Mar Apr May Jun Jul Aug Sep
Revenue
Paid Search Performance – Omni-Channel
Omni-Channel Revenue Calls & Directions Volume
Omni-Channel Volume Store Visits
Store Visit Estimated Value = $181
*Aggregate Conversion Value
(Store Visit, Calls, Transactions, and Directions)
0
1000
2000
3000
4000
5000
6000
Feb Mar Apr May Jun Jul Aug Sep
Phone Calls Directions
*Estimated Call/Direction Click Value = $24
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Feb Mar Apr May Jun Jul Aug Sep
Volume
This data has additional revenue from assisted conversions
September
Calls Directions
Store Visit Online Transactions
August Delayed
Reporting
Gap
+3.8K Est.
Additional
Store Visits
MOM
On Track on
10/7:
(1,517/3,800
Store Visits)

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SEO - Organic Search Performance
Total Organic Impressions
Avg. Ranked Keywords / PositionVisits to WhiteCap.com
Commentary
• Average position for September 25.9 improved MOM
(August 26.3).
• Keyword rank has improved MOM, but total number of
keywords has decreased due to removal of keywords from
BrightEdge settings on 8/8.
• We expected organic traffic to decreasing due to the web
migration and loss of content pages, product assortment,
and PDPs.
• Lower traffic to branch pages and brand terms as a result.
• Increased competition from Home Depot, Lowes, and
Amazon.
409 410 419 416 406 414
282 279
0
50
100
150
200
250
300
350
400
450
Feb Mar Apr May Jun Jul Aug Sep
# Keywords
* GSC Position, BE Rank on Top 3 Pages (not stacked)
*GSC Data
*GA Data
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Feb Mar Apr May Jun Jul Aug Sep
2019 Organic 2018 Organic
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Feb Mar April May Jun Jul Aug Sep
2019 2018
-27%
MOM

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State of SEO – Web Migration
Home Depot
volume of
keywords that
include
‘rebar”.
Shows growth
in SEO
competition.
SEO Issue Impact Dependencies Priority
Branch Page SEO Decreases web traffic an search results for branch
pages. Affects NAP and brand name searches.
Reduced local SEO.
Add SEO field to branch pages.
IT Updates Required
High
Bulk Metadata
Migration
Decreases web traffic an search results for branch
pages.
Update metadata through CMS. High
404 Page Errors Poor user experience and link equity/indexing. Redirect As Needed Medium
Migrate SEO
optimizations
Reduce web traffic to optimized pages. Needs to be redone for
Concrete Category
Medium
Schema.org Missing opportunity to increase organic impressions. Add code to website.
IT Updates Required
Low
SEO Share of Voice: Increased competition in organic search by Home Depot, Lowes, and Amazon.
HDWC has 363 Keywords ranked that contain “rebar”. Trending down MOM.
SEO Competitive Analysis – HomeDepot.com Rebar Products

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State of SEO – Competitive Analysis
SEO Competitive Analysis
HomeDepot.com Rebar Product Page
• https://www.homedepot.com/p/Weyerhaeuser-1-2-in-x-10-ft-4-Rebar-
05366/202094293
• Enhanced Content:
• Customer Reviews
• Related Products
• Q&A
• Product Comparisons
• Q&A content appears in Google’s Quick Answers search
• Enhanced keyword density in content
• Home Depot product page has 36 mentions of “rebar”
• Schema Markup Optimizations Implemented
• HD Supply White Cap PDP for Rebar:
• https://www.whitecap.com/-4-GR60-0.7-Rebar-Dowel-
34323#4DOWEL12-4STR4-12/
• Has 8 mentions of “rebar”
• Thin content in product description

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Google My Business Performance
Conversions by Type
Discovered vs. Brand Searches Commentary
Searches for Branch Location
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Feb Mar Apr May Jun Jul Aug Sep
SearchesNon-Brand Searches (Discovery) Brand Searches (Direct)
Total Actions
109K 9-14%)
MOM 128K
• Content, video, and events posted on a test
group of branches.
• Delivery Video
• Flash Sales
• Credit Application
• Change in branch pages on whitecap.com
impacts GMB results.
• Next steps to continue optimizations via a
audit on Yelp and Apple Maps.
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Feb Mar Apr May Jun Jul Aug Sep
31,468
52,665
44,353
Website Clicks Directions
Phone Calls
27,10
8
45,15
1
37,068
August September

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Paid Initiative: Content Remarketing Test
• Goal: Target users who have visited content on news.whitecap.com with paid ads that we know they are interested in
based on the content.
• Hypothesis/Logic: People who have engaged with news.whitecap.com are more likely to buy products that fit the subject
of the content they read.
• Summary:
• Safety Stand Down remarketing list and similar audiences (~86K)
• Safety banner from content pages for easy recognition and recall
• Links to Safety category landing page
• Results/Learnings: Content remarketing is not effective in achieving the main
KPI of the Paid Channel (Store Visits/Conversions). Need to enhance production
process, so that offers are more timely. List size takes time to build.
Customer Journey:
Campaign Summery
News.whitecap.com content remarketing test.
1
2
3
Results:
• Impressions: 573K
• Clicks: 1,080
• CTR: 0.19%
• Cost: $676
• Store Visits: 0
• Online Transactions: 0

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Paid Campaigns
Which campaigns performed the best based in term of ROAS (All Conversions Value/Cost)?
• Branch campaigns perform the best because they drive the conversions with Store Visits.
Which campaigns did not perform well based in terms of ROAS (All Conversions Value/Cost)?
• Product Brand, Remarketing, and Banner Ad campaigns do not perform well.
Campaign Clicks Impr.
Store
visits CTR All conv. value / cost All conv.
Branch - SPRINGDALE - 107 1 69 1 1.45% 223.15 1
Spanish - Dynamic Ads - Carolyn Test 701 4,550 175 15.41% 106.01 774
Branch - TULSA-120 2 37 1 5.41% 99.87 11
Branch - BAKERSFIELD - 69 2 27 1 7.41% 83.37 2
Branch - CROSS DOCK - DALLAS DC - CLOSED-477 3 6 1 50.00% 83.3 6
Branch - GILBERT AZ - 702 7 132 1 5.30% 82.77 4
Branch - ELK GROVE VILLAGE - 605 2 10 1 20.00% 80.07 2
Dynamic Search Ads - San Francisco Local - Carolyn Test 25 1,596 4 1.57% 59.1 15
Branch - ESCONDIDO - 382 6 74 1 8.11% 58.39 3
Branch - FRISCO - 706 8 151 2 5.30% 56.38 3
Campaign Clicks Impr.
Store
visits CTR All conv. value / cost All conv.
Remarketing Branch – All 22,722 3,981,913 0 0.57% 0.02 211
Product Brands - Dewalt 35 1,372 0 2.55% 0.01 1
SeptOct_Stormwater_Solutions_Alyssa_ContentMarketing_Banner 512 518,617 0 0.10% 0.02 8
Product Brands - Dayton Superior 22 219 0 10.05% 0.02 1
CTC - Branch - CHARLOTTE - 219 - Call Only 11 470 0 2.34% 0.03 1
Product Brands - Diamond Products 12 276 0 4.35% 0.03 1
SeptOct_HDWCnews_remarketingsafety_Marketing_banner 1,080 573,415 0 0.19% 0.04 27
Product Brands - Sqwincher 11 351 0 3.13% 0.04 1
WOC 17 And 18 - PLA - Concrete Equipment (was at 108$) 23 1,380 0 1.67% 0.06 1
Shopping: erosion control & stormwater management 23 3,872 0 0.59% 0.12 3

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Appendix – Campaign by Impressions/CTR

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Appendix – Campaign by Impressions/CTR

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Thank you!