Casa del Libro’s ads show what makes the Microsoft Audience Network such a bestseller when it comes to performance. The team was able to combine the powerful intent data of search with recognizable visuals that drive additional impact and action. Seeing the covers of “must-read” books in their feeds didn’t just prompt potential readers to click and buy, it also helped to launch impressions with new publishers for Casa del Libro. This offered the possibility to reach new qualified audiences and served not only for performance purposes but also as a consideration campaign.
“We get more exposure and more impressions for our bestselling titles—and that plays an important role in helping to attract new customers,” says Irene. “The primary objective is to drive transactions, but the campaign is also really good at delivering against our brand objectives. We’re increasing salience at the same time as getting great performance because we’re appearing on new significant sites with relevant ads."
Between December 2021 and March 2022, the Microsoft Audience Network increased Casa del Libro’s total conversions by 33%, accounting for 25% of the overall conversions during that period. Those conversions, on average, were three times cheaper than the average cost per click the company was receiving from its search campaigns, achieving an astonishing ROAS of 1880%.
Selling books is always the goal—but if you can do so while helping people remember your brand for the next time they purchase, then all the better. Casa del Libro’s pioneering use of the Microsoft Audience Network in Spain proves that boosting transaction volume and cutting CPA doesn’t have to mean compromising in the longer term. Bestselling performance is a gift that keeps giving.