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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  • 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.

New Sales Record
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