Geo-Optimized PPC & CRO Campaign for Book Retailer

The Challenge

Book Outlet operated separate PPC accounts for its Canadian (.ca) and U.S. (.com) stores. While campaigns generated significant traffic, they were not optimised for device or regional performance:

• Mobile visitors made up the majority of traffic but converted at lower rates.

• Desktop users drove a disproportionate share of sales.

• Budgets were skewed toward the U.S., despite higher ROI from Canada.

• Within the U.S., certain states and cities produced strong sales but received limited funding.

The challenge was to uncover these insights, reallocate budgets effectively, and focus on high-performing product categories such as children’s books to maximise revenue.

The Solution

9thCO implemented a structured optimisation plan with the following data-driven process:

• Data Audit: Google Analytics and Google Ads reports were reviewed to understand device, location, and product category performance. Insights revealed that desktops drove the majority of conversions and Canadian campaigns outperformed U.S. campaigns despite smaller budgets.

• Campaign Restructuring: High-performing regions were segmented into separate campaigns. For example, Los Angeles and California received dedicated campaigns with increased bids. Budget in New York was maintained while underperforming regions were reduced.
  

• Product Prioritisation: Higher RoAS product categories and ad groups received additional budget, new ad copy highlighting popular titles and savings, and ad extensions such as price and promotion extensions.

• Smart Display Deployment: A smart display campaign targeted users likely to convert, charging only for sales and providing efficient brand exposure.

• Mobile CRO Tests: Mobile landing pages were streamlined, call-to-action buttons were enlarged, and the checkout process simplified to improve mobile conversions.
  

• Custom Scripting: 9thCO deployed custom scripts to constantly monitor impression share for high-value ad groups and modify bidding to maintain top-of-page visibility.