Combitools

Read the award nominated strategy for our Combitools campaigns that exceeded revenue goals by 18%.

CombiTools strives to maintain competitive pricing while ensuring profitability. With more than 10,000 products, we require a scalable solution. Our strategy involves automatically reducing prices compared to our competitors on a large scale. We will only advertise these products if we are one of the cheapest options, while also applying certain margins. We have categorised the campaigns in different margin groups to make sure we spend our budget efficiently.

In the past, we focused on advertising individual products based on their price, targeting customers already close to making a purchase, such as those searching for specific SKUs. However, with increasing competition, we aim to elevate our results by building upon this successful automated approach.

To be successful, we have put in place a well thought-out strategy in which we use advanced tools and techniques, to outsmart the competition. We have created a situation where we can advertise at scale for products where we have the lowest price in the market and still maintain a certain margin. We use the market insights in Google Merchant Center to see which products should get extra attention.

This strategy has led us to exceed our targets and also our impression share has increased in this competitive market. But more importantly, with a two-thirds share of CombiTools’ turnover, our campaigns have made a significant contribution to the success of CombiTools, gaining a place in this tough market. Without this strategy and approach, this would probably not have been possible.

Next to these great campaign results, this case was recognised by the European Search Awards in 2023 where it was nominated for two categories: Best use of Search (Retail / Ecommerce) and Best PPC Campaign.

Our customers are different every time. Advertisers selling the exact same products can turn out to need a very different approach due to different margins, different secondary USPs, different setups of marketing teams, and different levels of online savviness. That’s why for each customer, but also for each project within the customers’ organisation, we create a custom plan, every time.

First we’ll need to understand the customers’ organisation and the objectives. By making them quantifiable, we will understand what the boundaries are of how to ‘play the online game’. Then we will dive into your data to understand the current situation and look for opportunities. In order to come up with the right (branding) strategy.

We believe that if both sides – the customer and we as the agency – bring their knowledge to the table, we can make the most successful strategies. That is why we need to get to know each other very well, have clear success metrics in place, we need to zoom out regularly, and always keep an open conversation.

Do you think we can help you to get the most out of your online activities? Feel free to drop us a line. Because we are looking forward to getting to know you!