The Mission

Pioneer a digital advertising program to accelerate growth for an online bookseller

The Road Map

  • Restructure Google Shopping campaigns by specific categories for more tailored management
  • Adjust bid rules and targets to drive growth and address trending
  • Aggressively monitor search queries to maximize efficiency through negatives and apply successful search terms to keyword lists
  • Proactively ramp up traffic moving into the holiday season by segmenting shopping feed to bid to the value of each product during peak shopping periods
  • Develop a comprehensive, integrated digital campaign including 4M keywords and 6.4M products for shopping, all supported by campaign-level remarketing

“The number one reason ThriftBooks uses Wheelhouse for our SEM needs is performance. Their diligence in managing our account has allowed us to increase our spend to drive triple-digit increases in sales, customer acquisition, and profitability over the last three years.” Matt Sand, VP of Marketing, ThriftBooks

The Results

From modest beginnings with a limited test market budget, Wheelhouse DMG has built, and continues to manage, a digital campaign of immense complexity and sophistication that delivers millions in profit for ThriftBooks. The company is now the nation’s largest online seller of used books, with more than six million titles in stock at any given time.

“ThriftBooks offers millions of unique products that needed to be highlighted more strategically. By re-structuring the shopping feed, we provided more product information to customers. With more specific product categories in place, we could maximize return on advertising spend, driving significant year-over-year revenue gains.” David Creatura, Senior Paid Search Analyst, Wheelhouse DMG