CASE: Driving +21.3% Clicks for Bruna’s Shopping Ads with AI-Powered Product Feed Optimization

About Bruna

• Bruna is the market leader in (children’s) books, magazines, newspapers, and greeting cards, and one of the largest providers of paper and stationery, lottery tickets, gift items, and school supplies. In 2020, Bruna and Audax Group joined forces.
• Founded in 1985
• Headquarters in Utrecht (The Netherlands)
• Bruna.nl 

About NeoSEM

• NeoSEM is an online marketing agency specialising in e-commerce and webshops.
• Founded in 2016
• Headquarters in Barneveld (The Netherlands)
• Neosem.nl 

About Producthero

• Comparison Shopping Service (CSS Google Partner)
• Software vendor for Shopping Ad tools
• Headquarters in Amsterdam (The Netherlands)
• Producthero.com 

Challenge: boost Bruna’s shopping ads visibility and CTR

When Wesley Geurtsen, Team Lead PPC at NeoSEM, heard about the launch of Products AI—the new Producthero tool designed to optimize product feed content while allowing control over AI outputs—he was eager to test its effectiveness for improving Bruna’s shopping ads by leveraging the power of AI. 

Approach by NeoSEM 

After exploring the straightforward functionality and powerful features of Products AI, the NeoSEM team decided to focus initially on one specific product category for Bruna: body and mind books.

This strategic test aimed to measure the impact of optimised product feeds on click-through rates and visibility, particularly during Peak Season.

Implementation

To focus on the body and mind books category, they utilised Products AI’s advanced filter options.

After filtering the products, they selected those that they wanted to optimise in bulk and adjusted the different optimisation settings, including title template, language and the level of AI creativity. For this campaign, they used the book title-focused template. 

With peak season approaching, they optimised around 5,000 products on September 12, 2024. After reviewing and approving the optimised content, they added the supplemental feed into the Merchant Center. Product performance was monitored through a Looker Studio report, with the original campaign setup remaining unchanged.

Results

The optimisation of Bruna’s product content in the “body and mind books” category resulted in a significant increase in impressions and clicks, boosting the visibility of Bruna’s Shopping ads in less than a month:

• +13.8% impressions increase
• +21.3% clicks increase
• +5.9% CTR

Future actions

After seeing the good results achieved so far, the next step is to keep leveraging Products AI to optimize additional product categories. This will focus on reviving underperforming items—those “Zombie” products with minimal clicks or conversions—and turning them into Heroes.

Client testimonial by Bruna

“Thanks to Producthero’s Products AI tool, we’ve managed to elevate Bruna’s product feed to the next level. The tool is user-friendly and highly scalable, saving us a lot of time. Plus, it’s incredibly valuable to be able to combine the performance labels from the Labelizer with Products AI, allowing you to efficiently optimise your products. For us, this is an absolute no-brainer!” Wesley Geurtsen, Head of PPC at NeoSEM.