CASE STUDY: How Deiters boosted revenue by €500K in Germany during carnival season with Producthero Labelizer
About trafficdesign
- Trafficdesign is a performance marketing and brand awareness agency specialising in data-driven paid media strategies. Offering services from Google and social media advertising to SEO and CRO, they support both performance and organic channels. As a growth partner to clients in e-commerce, lead generation, and branding, including brands like Katjes, Scania, and Fissler. Trafficdesign is known for its proactive, transparent, and results-focused approach.
- Founded in 2012. It has established itself as an experienced player in the performance marketing space in Germany.
- Based in Cologne and Hamburg (Germany).
- https://www.trafficdesign.de/
About Deiters
- Deiters is Germany’s market leader in costumes and accessories
- Retail & E-commerce – Costumes, accessories, and event merchandising
- Founded in 1926, now in its fourth generation
- Based in Cologne (Germany)
- https://www.deiters.de/
About Producthero
- Software vendor for Shopping Ad tools
- Comparison Shopping Service (CSS Google Partner)
- Headquarters in Amsterdam (The Netherlands)
- Producthero.com
Challenge: Scaling performance during carnival season with 12,000+ products
“Deiters is an online costume shop with more than 12,000 products & it was difficult for us to advertise all products in a performance-oriented and profit-maximising way during the high season. That’s how we got in touch with Collin Munneke, our Producthero advisor. Together with him, we worked out a successful account structure for the high season.” Clara Isselmann, Sales Lead SEA at Trafficdesign.
Deiters, Germany’s leading costume retailer, faces its biggest advertising challenge during the carnival season (November to February), which represents the company’s core sales period. With media budgets and sales efforts heavily concentrated in these months, Deiters required highly efficient and scalable advertising strategies.
The primary objective was to improve campaign performance by:
- Increasing visibility and sales across a wide range of products
- Reducing advertising costs (e.g., through CPC decrease)
- Optimising budget allocation across product categories
- Achieving ROAS targets for both brand and non-brand campaigns
To reach these goals, Deiters partnered with Producthero and started using their suite of tools. In particular, the Producthero Labelizer proved to be very valuable in enabling a smarter campaign structure and more strategic product segmentation.
Additionally, Producthero has been a long-term CSS partner for Deiters (which allows them to benefit from a 20% margin advantage on their ad auctions) and continues to support the company’s efforts to scale performance.
Approach & implementation: Smart segmentation and strategic budget allocation
Seamless switch to Producthero CSS
Before restructuring campaigns, Deiters switched from Google CSS to Producthero CSS.
“Switching to Producthero CSS was very easy and didn’t involve much effort. Collin supported us very well and accompanied us through the entire process. We have been working with Producthero for many years and are very satisfied with the cooperation.”
Structuring with Labelizer for smarter budget control
In order to optimise budget allocation, trafficdesign used Producthero’s Labelizer to categorise Deiters’ products into strategic groups such as ‘Heroes’ (best-performing products) and ‘Villains’ (products that received a lot of budget but were not sold). This allowed them to have an optimised bidding and campaign structure in the high season. Additionally, they adjusted budgets according to the labels. For example, they ran the ‘Villains’ campaign on a low budget.
“We have set up a PMax campaign for each Producthero label. Within these campaigns, we have structured the asset groups according to product categories.”
Targeting Zombie products
The majority of Deiters’ products were ‘Zombie’ products (items that had limited visibility and barely received impressions). Many of these were seasonal items that trafficdesign aimed to sell regardless of the season. To address this, they focused on generating visibility by strongly pushing these ‘Zombie’ products in the spend.
Focusing on high-potential products
While addressing visibility gaps, trafficdesign also continued to focus on the ‘Hero’ and ‘Sidekicks’ products, which offer the greatest potential in Google Shopping and bring in the most revenue. These are primarily the product collaborations.
Brand campaign setup
In addition to the Labelizer structure, trafficdesign also set up a brand PMax campaign for all products. They excluded brand searches from the Labelizer PMax campaigns in order to have a clean split. Besides, the brand ROAS target was set much higher than the non-brand Labelizer ROAS target.
Results & metrics (high season)
Key outcomes:
- +€500,000 in revenue while maintaining target ROAS
- Conversion rate increased to 2.53%
- Product visibility boosted: Over 3,500 previously unseen products were displayed to potential customers during the high season
For this case study, the performance was analysed during Deiters’ peak season, from November to February. By implementing the Producthero Labelizer structure, trafficdesign successfully scaled advertising efforts while maintaining a stable ROAS.
“Through targeted efforts using the Producthero Labelizer, we were able to increase ad spend from €150,000 to €200,000, resulting in a €500,000 uplift in revenue, exactly in line with our target ROAS. This demonstrates that we successfully scaled the non-brand campaigns while maintaining our goals.”
Compared to the previous year, the conversion rate saw a significant improvement, rising to 2.53%.
The Labelizer structure also helped increase overall product visibility: While over 4,000 products received no impressions last year, this was reduced to only 500 items during the last high season.
Next steps: Further boost their customers’ campaigns
Trafficdesign plans to leverage the Producthero Labelizer again during Deiters’ next high season to build on the proven success. In parallel, the team will explore other Producthero tools to further enhance campaign performance and unlock new optimisation opportunities.
Testimonial
“Of course, there are also other CSS partners who offer a variety of solutions. But with Producthero, the unique support stands out. The contact persons not only have very good expertise with regard to the implementation of functions such as the Labelizer, but are also very familiar with feeds and Google Ads and also give tips outside their scope, which gives us and our customers great added value and makes Producthero a great partner to work with.” Clara Isselmann, Sales Lead SEA at Trafficdesign.