Electronics & Accessories
The device wins the revenue. The accessory earns the margin.
Hero devices are price-transparent and thin. Accessories are where the contribution lives. Refurbished stock competes with both.
Why this changes the advertising decision
What is different here isn't the channel. It's the economics underneath it.
Hero devices are price-compared to the penny
Winning them on ad spend usually means buying revenue at negative contribution.
Accessories carry the contribution
They are the reason the basket is profitable and should be funded on purpose.
Refurb cannibalises new stock
Both lines competing for the same query is a decision, and should be made rather than inherited.
What we do about it
The execution follows the economics, not the other way round.
Contribution per line drives allocation
Revenue-heavy, margin-light devices are not scaled on the strength of their turnover.
Refurb and new are deliberately separated
Overlap is managed openly instead of letting the platform choose which margin to sell.
The Method - BOI®
How BOI® applies here.
The problem
Hero devices, accessories and refurbished lines carry wildly different margins and replacement cycles.
The BOI® answer
Accessories run as Profit, where the contribution lives. Hero devices run as Protect on positioning. Refurb runs as Recovery.
Worth reading next
Next step
We'll tell you what your account is doing to your electronics & accessories margin.
A commercial review reads your account against your own product economics, and tells you where the next pound should go. Brands we work with typically spend around £10k a month on Google Ads, but that is guidance, not a gate. If you are below it and the question is real, ask anyway.
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