Bardo: The e-commerce performance and paid media optimisation tool

The challenges in e-commerce

If you speak with any e-commerce brand, their number one challenge is optimising paid media campaigns at the individual product (SKU) level. This stems from several interconnected issues apparent in businesses of all sizes.

We guarantee that your marketing budgets are being misallocated with the utilisation of performance max and other automated campaign types. If you cannot control which of your specific products are spending, how can you guarantee the highest return on ad spend? This lack of visibility will see some high-potential products remain underfunded within your account, whilst underperforming products continue to consume valuable ad spend. This spending imbalance creates a cascading effect that reduces overall campaign performance and will erode your profit margins over time.

It’s common to see the traditional campaign management approach to ad spend, which relies on broad category-level optimisation rather than getting into the nitty-gritty product-level insights. As a result, marketers make decisions based on aggregated data that is masking the true performance potential of individual SKU’s. This one-size-fits-all approach fails to capitalise on the unique performance characteristics of each product in your inventory.

Combine the above with eCommerce’s 24/7 functioning and constant consumer behaviour switches, leaves brands in a constant battle, spending more time playing catch-up rather than proactively optimising their campaigns in real-time based on emerging trends and opportunities. If these challenges sound familiar, then it sounds like it’s time for you to change your tactics.

Bardo: AI-driven optimisation

Bardo is changing how e-commerce brands optimise their paid media marketing. Our proprietary technology leverages advanced artificial intelligence to transform campaign performance through several key mechanisms:

Performance analysis in real-time

Imagine having someone available to review your account performance all day, every day – spotting every opportunity as it occurs and ensuring that every penny is well spent. 

With Bardo, data points are reviewed every second, allowing it to constantly monitor your campaign performance across all channels, identifying patterns and opportunities that would be impossible, otherwise, for human analysts to spot and act upon. The system does this through a multidimensional analysis evaluating each SKU’s contribution towards your business objectives, considering factors such as:

• Click-through rate
• Conversion rate
• Cost per acquisition
• Profit margin
• ROAS
• Revenue
• Historical Performance
• Seasonal trends

The constant surveillance of your entire portfolio ensures that no opportunity is left unturned, regardless of the day or time market conditions change.

Brains behind budget allocation

No longer will it feel like you’re throwing money at the world to get your product in front of the eyes of your target audience. Through deep performance analysis, Bardo redistributes your advertising budget automatically to your highest-performing products. This ensures that your most profitable SKU’s receive the appropriate level of investment to maximise your returns, while underperforming products see reduced spending until their performance improves.

This dynamic budget allocation process enables your campaign to adapt instantly to market changes rather than being adjusted traditionally on a weekly or monthly basis. The result, a consistently optimised campaign portfolio that maximises your return on ad spend (ROAS) – More eyes, more efficiently.

Furthermore, Bardo increases your ceiling for scale, by identifying and harnessing products that paid media networks rarely advertise. During our studies, we identified on average 36% of products never receive clicks despite being available in standard account builds. Leveraging these products in a new innovative account build allows your paid advertising to achieve new market share progression and most importantly, more revenue.

The Bardo effect

Now, we recognise that there are tools out there that offer various ad optimisation features; however, Bardo’s capabilities matched with our multi-award winning PPC team’s expertise allow us to deliver superior results for our clients:

Advanced automation

Combining computing power with conscious reasoning, Bardo’s machine learning algorithms don’t simply follow predefined rules or thresholds. Instead, they continuously learn and adapt based on evolving consumer behaviour patterns. This means that over time, your campaigns become increasingly intelligent, identifying subtle performance signals that static optimisation tools would miss entirely.

The system also analyses omnichannel data to understand how changes in one channel affect performance in others, providing holistic campaign optimisation. Attribution is no longer a competition between your channels but the result of a collaborative effort. 

Granular SKU-Level insights

Knowledge is power. So, beyond surface-level metrics like clicks and impressions, Bardo reveals deeper insights including:

• Product-specific click-through rates across different audience segments
• Competitive cost-per-click analysis for each SKU
• SKU Tracking to understand your account changes over time and the impact they have
• Granular spend distribution visualisations
• Revenue attribution at the product level
• Profit margin impact of advertising on each SKU
• Cross-selling effects between related products

These insights allow you to understand not just how your campaigns are performing but why they’re performing that way – and what specific actions will improve results.

Human and the machine

While Bardo does a lot of the heavy lifting, it’s human intervention and strategic control that generates the perfect balance. The system handles the complex, data-intensive work of continuous optimisation, freeing up our team to maintain complete oversight and authority over decision-making. 

This collaborative approach combines the computing power of advanced AI with the strategic insight and market understanding of your human experts.

The proof is in the performance

The measure of any technology lies in the results it delivers. And Bardo does just that for our clients. 

When our proprietary technology is paired with Embryo’s in-house PPC experts, clients typically see:

• 20% improvement in Revenue within the first 90 days
• 12% reduction in cost per acquisition across product categories
• 30% increase in unique products driving sales
• Significant expansion of profitable ad spend capacity

Regain control of your spend

Maximising your e-commerce profitability does not have to mean increasing your marketing budget. By optimising how your existing budget is allocated across products, Bardo helps you to squeeze the maximum value from every marketing pound.

Our team of specialists will guide you through a personalised demonstration of how Bardo can transform your specific paid media strategy. We will analyse your current campaign structure, identify immediate optimisation opportunities, and showcase how our proprietary technology can drive sustainable profitability improvements for your business.

Book your Bardo demonstration today and discover how our AI-powered optimisation platform can revolutionise your e-commerce performance.