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PPC: Cambridge University Bookshop

Cambridge-based university bookshop

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The challenge

Cambridge University Press Bookshop connects readers with academic, educational and general-interest books, alongside Cambridge gifts. The challenge was to help more people discover relevant titles online and extend paid search beyond existing brand demand.

A wide product range, seasonal demand around the academic calendar and the launch of a new website required careful targeting and reliable conversion measurement. We needed to strengthen the Google Ads approach, connect searches with relevant pages and support the move to the new online bookshop.

107%
More Google Ads clicks
37%
More Google Ads conversions
25.1%
More Google Ads impressions
7.2%
Lower Google Ads cost per click
The solution

Our PPC team reviewed the account structure and refined brand and non-brand Search, Shopping and Performance Max activity. We expanded keyword targeting across relevant book subjects, including IELTS study materials, and used search term reviews and negative keywords to reduce irrelevant traffic.

We refreshed ad copy and assets, tested Performance Max audiences and connected ads with more relevant product and category pages. During the new website launch, we updated ad destinations and checked tracking to support continuity across the move to the new bookshop.

Regular campaign reviews guide budget allocation and bidding adjustments. We have also developed literary audience themes, added video assets and reviewed customer journeys in GA4 to inform the next stage of the account.

As paid media investment increased, Google Ads delivered year-on-year growth in visibility, clicks and conversion volume, with a lower cost per click. Product mix, order value and return on ad spend remain priorities for ongoing optimisation as we build on the increase in reach.