How AI Rewrote the Rules for Very Ireland’s Shopping Ads

TESTIMONIAL

“At Very Ireland, our mission is to provide customers with the best online shopping experience, ensuring our products are visible, relevant, and easy to find.

Working with Wolfgang Digital and Producthero’s Products AI transformed our Google Shopping campaigns, enabling us to optimise product titles and categorisation with impressive results: an 11% increase in click-through rates and a 5% improvement in return on ad spend.

The AI delivered results quickly, even without historical data, showcasing the power of AI-driven optimisation in a competitive market. Wolfgang Digital’s expertise and strategic approach were key to the success of this collaboration.”

Michael Ryan. Performance Marketing Manager - Very Ireland.

WOLFGANG DIGEST

In 2024, Very Ireland partnered with Wolfgang Digital to tackle the challenge of optimising thousands of product titles and Google categorisations at scale.

By leveraging Producthero AI, the team boosted Shopping Ad performance delivering an 11% higher CTR and 5% higher ROAS within four months, even on an already optimised product range.

CHANNELS

Paid Search (Shopping)

BUSINESS GROWTH

+ 11% CTR (Third-party CSS vs. Product Hero CSS & AI)

+ 5% ROAS (Third-party CSS vs. Product Hero CSS & AI)

+10 Hours saved on optimising titles with AI vs. manually

OUR STRATEGY

We launched two Google Shopping campaigns that were identical in every way, same products, same setup and same start date to ensure a fair comparison.

Campaign 1: We used existing product titles and Google’s product categorisation with a third-party CSS partner.

Campaign 2: We used AI-generated product titles via the Producthero CSS, rewriting 1,471 titles and refining Google’s product classification at a more granular level.

To guarantee a fair assessment of the Producthero AI tool, we kept the setup simple: Third-party CSS versus Producthero CSS. This eliminated any CPC discrepancies, making it a true test of AI-driven improvements.

We also chose Shopping campaigns over Performance Max because Shopping campaigns ensure that 100% of the budget is spent on Shopping ads, whereas Performance Max spreads the budget across multiple channels. This kept our data clean and reliable.

BUSINESS GROWTH

Although both campaigns launched with identical setups, one key difference created an uneven starting point. The third-party CSS benefited from historical Merchant Center data, while Producthero CSS began with none. In theory, this should have leaned results against the AI.

Instead, performance steadily flipped. CTR (Clickthrough rate) began 3% lower in Month 1, matched and overtook the benchmark by Month 2, and by Month 4 had surged to 11% higher. This lift in relevance drove an 18% increase in ad spend, yet efficiency held strong as ROAS still rose by 5%.

Month 1: CTR 3% lower than the third-party CSS.

Month 2: CTR turned the corner, rising to 3% higher.

Month 3: CTR was 3% higher again

Month 4: CTR surged to 11% higher than the third-party CSS.

What's even more impressive is that the test began with already highly optimised titles, but AI still uncovered new gains. By making ads more relevant in Google’s eyes, Producthero not only delivered better clicks but also laid the foundation for sustainable business growth.

How AI Rewrote the Rules for Very Ireland’s Shopping Ads

TESTIMONIAL

WOLFGANG DIGEST

CHANNELS

BUSINESS GROWTH

THE CHALLENGE

OUR STRATEGY

INNOVATION USED

BUSINESS GROWTH