Case Study: CoolStuff increases gross profit +42% and revenue +26% with smec (Smarter Ecommerce) margin-based automated bidding

How Coolstuff successfully tackled Amazon with margin-based automated bidding

CoolStuff, one of Scandinavia’s largest gadget retailers, needed to scale performance in Germany against a strong Amazon competitor and found ROAS-led bidding too blunt—especially since Google Shopping drove up to 85% of revenue in some segments. They engaged Smarter Ecommerce GmbH and used smec’s Shopping Ad Automation software (formerly Whoop!) to shift their strategy from ROAS to margin-based bidding.

Smarter Ecommerce GmbH added margin tags to CoolStuff’s product feed, clustered products by margin, and applied its automated bidding algorithm to prioritize niche and high-margin items, eliminating manual bid changes. The margin-focused approach produced strong Q4 2020 results: revenue +26% YoY, gross profit +42% YoY, and costs down 10% YoY.

CoolStuff

Oscar Cronquist

SEM Manager