PLA DRIVES RECORD SALES IN KEY CATEGORY

Expert SEM tactics result in a record number of families buying Christmas trees at Michaels.
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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.

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.

Michaels sold over $4MM in trees both in-store and online during the one week period, a record for Michaels Christmas Tree sales.

New Sales Record
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