In order to achieve success in a changing PPC market, our strategy needed to look beyond search and find a way to get more people searching for Elverys brand terms so that we could benefit from low-cost CPCs.  

We used an integrated strategy to achieve this and split our activities across the funnel with a cohesive message in all our digital communications: Search “Elverys Christmas Shop” in them to prompt people to search for Elverys online.