How Adwise helped Azerty outperform in a hyper-competitive market

Smarter advertising with Channable’s product scorecard strategy

Client overview: Azerty

Azerty is a leading Dutch online retailer specializing in high-quality IT hardware, offering over 1 million products, including laptops, gaming hardware, and networking equipment.

Operating in a competitive market, Azerty needed to optimize every marketing euro to win price-sensitive, low-loyalty consumers without eroding tight margins.

Campaign objective

Adwise and Azerty joined forces to execute a smart, scalable advertising strategy focused on clear, quantifiable outcomes. The key goals included:

• 10% growth in total net eCommerce sales
• 5% improvement in ad profitability (POAS)

To support this, additional sub-goals were defined to measure deeper campaign success:

• +20% margin uplift from Google and Microsoft Ads
• +15% POAS improvement on those platforms
• +5% margin growth from bol.com campaigns

And all of this had to be accomplished within a strict total budget of €11,000, covering both media and click costs.

The Channable-powered solution

From margin based to multi metric product selection

Adwise developed a custom product scorecard strategy powered by Channable to replace a margin-only strategy.

This system gave Azerty a smarter, more comprehensive way to evaluate and promote products.

Here’s how it worked:

1. Centralized cross-channel data
   Performance data from platforms like Google Ads, Microsoft Ads, bol.com, Tweakers, and organic traffic were integrated in Channable, offering a unified view of product competitiveness.

2. Inclusion of internal company metrics
   Internal data such as product margins, delivery times, return rates, and pricing benchmarks (e.g., from Tweakers) were factored into the scorecard, offering a fuller picture of product value.

3. Product scoring and segmentation
   Products were categorized into four score-based “buckets” (high, mid-high, mid-low, low), allowing campaigns to dynamically prioritize the right items in each channel.

4. Feed based automation at scale
   Channable enabled automated feed distribution, ensuring that high-scoring products received more budget and more flexible ROAS targets, improving campaign performance without manual effort.

5. Advanced cross channel profitability tracking
   With server-side tagging and custom ad pixels, POAS and profitability were measured across platforms and analyzed in GA4, helping Azerty understand what truly drove return.
   

Exceeding every goal

Thanks to this data-rich, automated strategy, Azerty not only met but exceeded its targets across all key metrics.

Overall eCommerce performance

A smarter budget use and improved product targeting led to impressive full-funnel results:

• +24% YoY growth in net eCommerce sales

• +10% increase in overall profitability

• Achieved with just a +13% increase in advertising spend

Google Ads & Microsoft Ads performance

Paid search and shopping campaigns saw significant uplifts, especially in customer acquisition:

• +95% increase in new customers

• +49% growth in total sales

• +43% increase in profit

• +35% improvement in POAS

Bol campaign performance

Even marketplace campaigns benefited from the scorecard approach:

• +5% increase in margin over total net sales

The results demonstrated the power of connecting internal performance metrics with cross-platform advertising through Channable.

Overcoming the challenges

Azerty faced several structural and strategic challenges in managing its eCommerce campaigns. Here’s how Adwise tackled them using Channable:

Key obstacles

Azerty's former strategy suffered from restrictive criteria and inflexible campaign structures:

• High price sensitivity: Maintaining margin without losing competitiveness

• Lack of data integration: No holistic view of product value or performance

• Limited scalability: Difficult to replicate or expand to new marketplaces

• Inefficient budget use: Ad spend not aligned with actual product potential

Solutions enabled by automation

Adwise implemented a smarter, scalable system with Channable at the core:

1. Centralized data architecture
Channable provided a single source of truth by combining marketplace, paid media, and organic performance data.

2. Strategic internal metric integration
Internal business drivers like margin, stock, and fulfillment data were factored directly into product-level ad decisions.

3. Automated, value based campaign structures
Products were grouped based on profitability potential, with Channable pushing the right items to the right platforms automatically.

4. Scalable feed and channel rollout
The flexible feed structure enabled Azerty to expand quickly to new channels while keeping campaign logic consistent.

What’s next?

Building on the success of this approach, Adwise and Azerty are now expanding the strategy across new digital touchpoints:

• Channel expansion: Facebook, Instagram, Tweakers, and affiliate marketing

• Customer lifetime value integration: Adding CLV to the scoring strategy to improve long-term targeting and loyalty