Understanding that targeting can bring consumers to stores, Sport Chek took its weekly 2,500 product offers and promoted them through customized messaging. The team created a “product data feed” that segmented discounts (10%, 25%, etc.), product categories (shirts, boots, etc.) and brands (Nike, Reebok, etc.), which were then inserted into Google text ads so that the right offer was delivered to the right audience during the search process. Returning visitors were also served weekly deal messages based on the highest discounts available, while cart abandoners were served offers based on the items left in their online basket. Each week, 150,000 custom ads were served through search.