Bidnamic began as bid management... now we’re Engel’s full service growth partner

The challenge

Time intensive and poor performance led Chris to growth-curbing Smart Shopping

Engel Coolers were struggling to achieve profitable returns, or to scale their activity on Google Shopping. With hundreds of SKUs, bid management had become too time intensive, and campaign performance remained poor. 

In a bid for success with product listing ads, the team turned to Google Smart Shopping (which has since been replaced with Performance Max). Despite its automated bidding, Engel Coolers were unable to retrieve performance data from their account or understand where their SKUs were displayed. This data “blackboxing” was proving to be a blocker to Engel Coolers, and their goal of scaling the account through the channel.

Chris was looking for a way to make Google Shopping a profitable platform and a key channel in their ecommerce approach, measuring success by the volume of profitable conversions made.

The solution

Automated bid management and analysis, combined with human expertise and support

Having experienced the ease of automation in their bidding approach, Engel Coolers needed a solution that encompasses AI-based bidding. Bidnamic’s technology runs at a granular, SKU level, to avoid under- or overbidding, preventing wasted ad spend.

Our automation runs all day, every day, constantly analyzing over 108 base variables to determine the real-time performance of each SKU to assign a new “true bid value”. 

What’s more, our Client Success team works closely with clients, scheduling weekly calls and educational masterclasses. With regular consultation and continuous support it’s easier to advise our clients on how Google Shopping works, how to optimise feeds, and how to manage targets and spend.

The results 

Engel Coolers increase their ROAS by 44% YoY with machine learning, human thinking

Swapping out Google’s Smart Shopping for Bidnamic’s automated technology has enabled Engel Coolers to scale their business, making significant online growth. 

Since onboarding with Bidnamic, Engel witnessed a ROAS growth of 44% YoY, a conversion rate growth by 75% YoY, with 152% more conversions YoY - all the while cutting CPA by 72% YoY.

Engel Coolers originally selected Bidnamic to run their bid management on Google Shopping. Following significant successes through the channel, Engel Coolers enquired about add-on features, looking to entrust Bidnamic with additional channel management.

Bidnamic has since become a full service growth partner for Engel Coolers, managing text ads and Bing ads too. Through text ads, ROAS has boosted 26%, revenue has increased 81%, and conversions have grown 22% with Bidnamic’s help. Confident in our technology and Client Success team, Engel Coolers reduced weekly calls to monthly catch-ups.