Industry
Retail
Services
Performance Marketing
Analytics & Tracking
Business Strategy
From margins to profit by optimised search
There has been a decline in demand for electronics in the Nordics. All commercial actors squeeze their margins. Paid search is a crucial part of the Komplett brands' marketing mix. The challenge was that investments in paid search could only be optimised for top-line revenue.
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The Solution
Analysis revealed the vast potential of utilising first-party data compared to revenue figures alone. We built a solution to optimise paid search based on profit instead of revenue. Our first-party margin data was seamlessly and securely implemented into the marketing tools and strategy through interdisciplinary collaboration from procurement and pricing to development and IT.
The solution utilises product-level profit across the catalogue of more than 15,000 products in real-time to optimise the bidding processes across Google Ad products.
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The results have been fantastic and gained attention from both competitors and Google. It has increased profit and revenue in a declining market. The solution is now being scaled to other digital channels and Komplett's sister brands across the Nordics.
Awards
CompetitionCategoryTypeYear
- Performance AwardPerformance InnovationGold2023
- Performance AwardOnline PerformanceGold2023
- Performance AwardBest Use of DataGold2023