ThriftBooks Partners with HawkSEM to Take Paid Search Campaigns to the Next Level & Scale with Success

Ecommerce Retailer

Reading Book
ThriftBooks is a Seattle, Washington-based online purveyor of new and used media. Along with books, they sell DVDs, CDs, video games, and other bookish items.
They’ve become leaders in their industry by offering an ecommerce site with millions of new and used books, along with affordable price points, stellar customer service, and an emphasis on quality. They’ve kept their hold on market share through initiatives like their loyalty program, ReadingRewards, special deals, and a mobile app that offers a seamless shopping experience.

The Goal

Align campaign strategies to boost ROAS and grow revenue

The Challenge

Prior to partnering with HawkSEM, ThriftBooks was working with an agency that started with them when they were a smaller company. As ThriftBooks scaled, they needed an agency partner who could help them strategize on bigger, more complex campaigns and initiatives and that could think about their business on a different level.

The Results

  • Increased clickthrough rate by 35% year over year
  • Uncovered a new customer acquisition strategy resulting in 50% higher AOV
  • Helped maintain a high ROAS

The Solution

Once we were all on the same page, we consolidated their campaigns with new structures, then tested and implemented new campaign types.

Google

We built a close relationship with high-level Google reps, which led to multiple beta opportunities for ThriftBooks and a strong partnership of support.

Customer Acquisition

We put an increased focus on customer acquisition strategies for specific audience segments.

Playbook

Our team prioritized improving the “adjustment” strategy for underperforming campaigns.

The Impact

Our engagement efforts and discussions around the details of multi-touch attribution, the difference in reporting sources, and conversion windows culminated in a change in ThriftBooks’s company culture with regard to how they measure success and their understanding of multi-touch attribution.

Through our partnership, we conducted profitable customer acquisition strategy tests that led us to discover a profitable niche with a 50% higher average order value (AOV). Lastly, our team was able to increase year-over-year search clickthrough rates (CTR) by 35% while maintaining an internal target ROAS.

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