CASE STUDY: How Cotonshoppen boosted performance using Producthero’s AI-Driven optimizations

About Cotonshoppen

• Cotonshoppen is a Danish webshop specialising in a wide range of products for dogs
• Webshop founded in 2007
• Headquarters in Brabrand, Middle Jutland (Denmark)
• https://cotonshoppen.dk

About Obsidian Digital

• Obsidian Digital is a performance marketing and creative agency that helps E-commerce, B2B and public institutions with strategy and execution through different marketing channels including Google
• Founded in 2016
• Offices in Copenhagen, Aarhus, Odense, Banja Luka, Helsinki and Leipzig
• https://obsidian.dk

About Producthero

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

Challenge: Increase website traffic

Cotonshoppen faced the challenge of increasing website traffic to boost brand visibility and customer engagement while adhering to a fixed advertising budget. The company sought innovative ways to drive organic growth and maximise reach without incurring additional costs.

Approach by Obsidian Digital

After an initial attempt to boost website traffic by lowering performance targets and increasing the advertising budget, the results did not meet expectations. In response, Obsidian Digital turned to Products AI, the latest tool from Producthero, to optimize product content and enhance its quality by harnessing the power of AI.

Implementation

The Obsidian Digital team had already been using Producthero tools to support their clients, including Cotonshoppen. Earlier in the summer of 2024, Cotonshoppen had seen a 25.97% increase in conversion value after switching to Producthero CSS and implementing the Producthero Labelizer Strategy.

With the launch of Products AI in September 2024, Obsidian Digital recognized an opportunity to elevate Cotonshoppen’s campaign performance even further. 

 “The tool’s simplicity has been a big help, making it easy to optimize product titles quickly and effectively. It does an excellent job of understanding the prompt we created, automatically including key details like size and colour while staying within character limits and meeting Google Ads guidelines. Setting the language to Danish for this project was easy, and the advanced filtering options—especially the “Product Type” filter—have been very useful in narrowing down the products we want to focus on. Overall, the tool’s ease of use and smart features make it a practical and powerful choice for improving ad performance.” Milos Kovacevic and Mihajlo Tramosljika, PPC Consultants at Obsidian Digital.

Obsidian Digital used a customised prompt for Cotonshoppen product feed optimizations: 

“We need to optimize the product titles based on the existing work without deleting any of the current content. 

The ‘size’ and ‘colour’ attributes must be included whenever possible, and titles should feature hyphenated segments where appropriate.

The titles should be adapted for Google Ads to attract attention and increase click-through rates.

It’s crucial to avoid repeating the same word or different variations of it wherever possible.

Additionally, the titles should be translated into Danish if necessary. They must remain short, precise, and informative to best present the product in Google Ads. The title must not be greater than 150 characters.”

Results

One month after implementing the optimizations, the following results were achieved:

• +10.7% impressions increase
• +14.6% clicks increase
• +4.4% CTR increase

Future actions

After the results obtained so far, one of Cotonshoppen’s next strategic steps—guided by Obsidian Digital—will be to focus on products with titles currently labelled as “poor” or “average.”

By improving these titles, they aim to make the products more discoverable and relevant in search results, which should lead to higher click-through rates and better chances of conversion.

Client testimonial by Cotonshoppen & Obsidian Digital

“Products AI is a fantastic opportunity to work more individually with products while saving a lot of time. The advantage is also that it allows a more unique approach to seasonal items. This creates an efficient workflow and is something we collaborate on at Cotonshoppen and Obsidian. The process works well, and ongoing adjustments can be made using prompts, which creates something unique at the product level that is hard to achieve with traditional feed tools.” Tobias Blunch, Senior E-commerce Specialist at Cotonshoppen & Christoffer Sandau, PPC Consultant at Obsidian Digital.