How Eijerkamp prepared ‘Hero’ products for Peak Season using Products AI

Challenge: Significantly improve the product feed quality in time for peak season

Eijerkamp faced significant challenges due to the poor quality of their existing product feed. Titles and descriptions were incomplete, and numerous key attributes were missing. With the crucial peak season fast approaching, it became evident that enhancing the product feed was a top priority to maximize the potential for increased clicks and conversions.

Approach & implementation

Since Eijerkamp is an omnichannel business, the Adwise team had to decide whether to optimize products based on online or offline performance. Because their goal was to grow Eijerkamp’s share of online sales, they decided to start with “Hero” products (those known to perform exceptionally well).

To identify these “Hero” products, the team used Products AI’s advanced filtering options. Specifically, they relied on the ‘Label’ filter (see image below).

After filtering and selecting the products for bulk optimization, the team moved on to the next step: fine-tuning the optimization settings. Specifically, they applied the following adjustments:

• ‘Hard Goods’ Title template
• Dutch language
• Intermediate level of AI creativity

Additionally, they included this customized prompt:

“Include the style group of the product in the title.

Separate each attribute with a pipe

Do not exceed more than 150 characters

Do not exceed product type with more than 5 layers.”

Results

By optimizing certain products with Products AI, Eijerkamp achieved a significant increase in impressions and clicks, ultimately enhancing the visibility of their Shopping ads in just over a month:

• +35.6% impressions increase
• +28.5% clicks increase

1,137 products were optimised in this first round.

Future actions

Currently, only 10% of the complete feed has been optimized. The next step is to optimize the remaining products as well. Ideally, they will tailor the product titles to better align with specific target audiences. Since not all of Eijerkamp’s products are suitable for every customer, Adwise team plans to highlight different aspects of each product in the titles to appeal to the right audiences.