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 through 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

How We Did It

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


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.


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

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.


We love how much the Hawk team cares about us and our business. They go out of their way with client support and develop strategies that take more than just our digital campaigns into account. We truly feel like we have a partnership and not just a client/agency relationship.

Barbara Hagen

Vice President, Sales and Marketing

Book Ladies

The Results

Our engagement efforts and discussions around the details of multi-touch attribution, the difference in reporting sources, and conversion windows culminated into a change in ThriftBooks’s company culture with regards 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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