Founded in 1998, Campusbooks.com is a leading textbook comparison shopping web site that serves over a million students per year. Known for its competitive pricing and outstanding service, Campusbooks.com’s goal is to make buying new and used textbooks easy and affordable.
In July 2007, Campusbooks.com needed to drive traffic and sales to its web site to take full advantage of the back-to-school rush. It chose to advertise on Live Search considerably by creating campaigns on Microsoft adCenter, with the goal of increasing traffic, raising the click-through rate, and lowering the overall cost per conversion.
Through the Microsoft adCenter QuickLaunch service, Campusbooks.com worked with his Microsoft media specialist to create a plan that included:
- A bulk upload of ad campaign exports
- Plan for monitoring costs per click and per conversion
- Optimization of ad groups across the search and content networks
- Geo-targeting keywords
By revamping its search strategy with the help of the QuickLaunch Optimization program Campusbooks.com raised its number of impressions by 1,100 percent and its number of clicks by 600 percent from the previous year, thus exceeding their expectations by keeping CPCs at around 50 percent of what was needed to maintain a profitable cost per acquisition (CPA).
The collaboration between Campusbooks.com and the Microsoft QuickLaunch team ensured that the campaigns were up, running and optimized within a short timeframe. Thanks to demographic targeting and other unique adCenter tools, Microsoft was able to help Campus Books achieve a lower CPC than many of its competitors.
It’s easy to start your Microsoft search advertising campaign—simply provide your contact details and pay a one-time $5 fee to create your Microsoft adCenter account. Sign up now to see what adCenter can do for you.
