With over seven million new and used books, Textbooks.com is the premier destination for buying textbooks online. Textbooks.com is dedicated to helping customers find the right book at the right price, quickly and easily.
The value proposition consists of an easy-to-use site, low prices and fast, reliable shipping. And Textbooks.com offers a generous buyback policy, in which consumers can sell books back 24 hours a day, seven days a week with as much as 50 percent return for select titles.
Since the optimizations took effect in December, Textbooks.com has seen powerful results:
- Click through rate (CTR) and conversion rate increased 477 percent and 307 percent respectively.
Conversion growth nearly kept pace with the increase in spend—conversions grew over 2100 percent while spend increased nearly 2500 percent.
“When we met with Microsoft at an industry conference, our hope was to understand what threshold we would have to meet in order to get a dedicated search expert to work with. Our experience with the Microsoft’s search expert team has proven to us that they provide best-in-class service,” says Susan Thompson, General Manager, Textbooks.com.
Textbooks.com first began their Microsoft search advertising campaign in September 2006. At the time, as a small business advertiser, Textbooks.com was satisfied with their return on investment, but wanted to increase traffic with the help of Microsoft adCenter in order to capitalize on their favorable cost per conversion.
To this end, the Microsoft search expert team presented a plan to Textbooks.com suggesting that they:
- Restructure the campaign hierarchy to increase relevancy of ad groups
- Implement new bid management strategies to increase overall average position
- Apply demographic targeting based upon main keyword research to focus on females and 18 to 25 age group
- Utilize day-part targeting analysis of historical click and conversion trends to ensure ads were in the right position during the most productive time frames
- Add dynamic ad copy and executed A/B testing to solidify best performing ads by campaign
The plan the Microsoft search experts presented to Textbooks.com focused on significantly increasing their traffic levels using the techniques described above while maintaining a favorable cost per conversion.
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