Expert SEM tactics result in a record number of families buying Christmas trees at Michaels.
THE PROBLEM
Michaels, a specialty retail company, turned to Search Discovery to help them utilize SEM tactics to maximize sales of strategic categories during key times of the year.
THE SOLUTION
Search Discovery recommended “owning” the profitable Christmas trees category in the days after Thanksgiving to test the response to Search as a Mid Funnel tactic.
We utilized bidding rules to leverage Product Listing Ads as a billboard, securing 8 of the 9 PLA spots for Michaels.
This complemented our paid search leadership in the number 1 position on the SERP.
THE BUSINESS IMPACT
Michaels sold over $4MM in trees both in-store and online during the one week period, a record for Michaels Christmas Tree sales.