PLA DRIVES RECORD SALES IN KEY CATEGORY
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.
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.
New Sales Record
