Case Study: Meijer achieves 16% SEM revenue increase and improved margins with Kenshoo

Ovative/Group and Meijer Team up to Increase Reach and Relevancy with Kenshoo

Meijer, a Michigan-based supercenter retailer with nearly 200 stores and a broad online assortment, partnered with digital agency Ovative/Group and Kenshoo to improve search marketing performance. The team faced three main challenges: optimizing spend across a vast SKU catalog with varying margins, driving both acquisition and use of brick-and-mortar programs and online weekly ads, and enabling future spend decisions that balance e‑commerce and in‑store outcomes.

Ovative/Group implemented Kenshoo tracking to capture store searches, cart adds and purchases, assigned value to non-revenue interactions, and grouped campaigns by product line to account for margin differences. Using Kenshoo Portfolio Optimizer and RealTime Campaigns plus aggressive long‑tail keyword expansion, the program grew by 1.5 million keywords and delivered a 16% SEM revenue increase in six months while improving SEM margin and overall campaign efficiency.

Meijer

Steve Baxter

Executive Director