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Chacka Marketing manages PLA program of leading online office supply retailer utilizing Skai Search to significantly improve conversions, revenue and ROI in just two weeks

San Francisco (July 24, 2013) –– Kenshoo (, the global leader in premium digital marketing technology; Business Supply, a leading online retailer of office supplies; and an innovative search engine marketing firm Chacka Marketing (, today released a new case study detailing the results of a Google Product Listing Ad (PLA) campaign which drove dramatic increases in revenue, conversions and ROI.

“With Google transitioning away from the free product search model and switching to the paid PLA model, it’s important to us that we balance our campaign by maximizing our revenue and minimizing our ad spend as best we can,” said Sean Godier, Vice President of Ecommerce for Business Supply. “By utilizing our trusted partners, Chacka and Skai, we’ve already seen impressive results in embracing this new paid model.”

Shortly after turning the PLA campaign over to Chacka Marketing, who utilized Skai Search and its custom PLA bid policies, Business Supply achieved improved performance, including:

  • 29 percent increase in conversions
  • 37 percent increase in revenue
  • 18 percent ROI increase

“PLAs can be an excellent way to reach consumers if used properly,” said Janel Laravie, Founder, Chacka Marketing. “Combining a high quality product image and offering competitive pricing for your products is a great start, but to truly maximize effectiveness, marketers need to consider product inventory, relevant search terms and an effective bidding strategy. This is where a technology partner like Skai can provide significant value and automation to the campaign optimization process.”

Initially, the Chacka Marketing team managed Business Supply’s PLA bids manually, but as Skai expanded its PLA offering to include custom bid policies, the agency was quick to implement them.

“Skai’s PLA bid policies are all about removing the guesswork from the bidding process to ensure the highest possible ROI and conversion rates based on campaign objectives,” said Fiona Gill, VP of Client Excellence at Skai. “At Skai, we’re fanatic about empowering our partners like Chacka and Business Supply with the most innovative technology solutions to meet their goals.”

About Business Supply
Business-Supply, founded in 1999, is a national online retailer of office supplies, office furniture, school supplies and cleaning and breakroom items. Everything they do is founded on saving the small business owner time and money, treating customers with respect and making a difference in the community.

About Chacka Marketing
Chacka Marketing is a marketing services company that specializes in paid search engine marketing management and consulting. Breaking through the clutter of SEM agencies, Chacka brings a new perspective to large and small clients alike. The Chacka team prides themselves in taking the long road to ensure everything we touch maintains the highest possible level of quality.

About Skai
Skai is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising. Brands, agencies and developers use Skai Search, Skai Social, Skai Local and Skai SmartPath to direct more than $25 billion in annual client sales revenue. The Skai platform delivers Infinite OptimizationTM through closed-loop targeting, universal integration, and dynamic attribution. Skai’s adaptive technology, proven algorithms, and unmatched scale power campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, Hitwise, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 16 international locations and is backed by Sequoia Capital, Arts Alliance and Tenaya Capital. Please visit for more information.

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