The magic Heureka script: How to double income without increasing costs

Once you spend hundreds or thousands of crowns a day on Heureka, setting bids by hand stops working. Prices, availability and the number of sellers change every hour. Pavol Adamčák leads the marketing team at the Slovak agency ui42, which runs campaigns for about 25 e-shops, and shows how they wrote their own set of bid-management scripts for Heureka.

You'll learn how the script raised Heureka revenue for a mobile phone retailer by 78 % year on year while keeping costs under 4 % of revenue, and what it did for a tyre e-shop. Pavol explains a simple formula for calculating the bid from margin and number of clicks, why to recalculate the bid after every click and conversion, and why to switch off products that don't sell. The talk is in Slovak.