Thrift Books
The Challenge
ThriftBooks is a Seattle, Washington-based online retailer specializing in new and used books, along with DVDs, CDs, video games, and other media products. The company has become a leader in the e-commerce book industry by offering millions of affordable titles, strong customer service, and a seamless digital shopping experience.
As ThriftBooks expanded, its existing agency model, originally designed for a smaller-scale operation, was no longer sufficient to support its growing business needs. The company required a more advanced and strategic paid search approach capable of managing larger campaign structures, more complex customer journeys, and increasingly aggressive performance targets.
The Strategy
Phoenix Coderex implemented a performance-focused paid search strategy designed to optimize efficiency, enhance acquisition, and improve profitability.
The core strategy included:
- Segmenting audiences based on purchase intent and customer value
- Introducing structured A/B testing for ads, keywords, and bidding strategies
- Optimizing underperforming campaigns through continuous data analysis
- Strengthening high-intent keyword targeting to improve conversion efficiency
- Improving funnel tracking to better understand customer behavior and attribution
This approach ensured that campaigns were not only optimized for traffic but also for high-quality conversions and long-term revenue growth.
The Solution
Phoenix Coderex executed the new strategy by rebuilding campaign structures, refining targeting systems, and implementing continuous optimization cycles. Advanced testing frameworks were used to identify high-performing audience segments, while bidding strategies were adjusted to maximize return on ad spend.
Additionally, collaboration with platform partners helped unlock optimization opportunities and improve campaign scalability across multiple customer segments.
The Results
The implementation of a structured, data-driven paid search strategy significantly improved ThriftBooks’ ability to scale efficiently. By focusing on segmentation, testing, and optimization, Phoenix Coderex helped unlock higher-value customers, improve campaign performance, and establish a more sustainable growth model for long-term ecommerce success. The strategic transformation delivered measurable improvements across key performance metrics:
- Click-through rate (CTR): 20%–30% year-over-year
- Average order value (AOV): 25%–40% from high-value customer segments
- ROAS: Sustained strong and efficient performance
- Customer acquisition: Improved quality and identification of profitable audience niches