A/B Testing for Google Shopping with Lengow
20
A/B testing with Lengow and Google Adwords
Transcript of A/B Testing for Google Shopping with Lengow
A/B testingwith Lengow
and Google Adwords
Purpose
Google Shopping campaign
performances depend highly on:
• How product data is sent to the
Merchant Center
• The way data is structured
Purpose
Small tweaks on data (i.e. add the brand before the
product name) may actually have a strong impact on
performance.
This involves tests on small datasets before a general roll-
out: That’s what we call A/B testing.
Let’s run a test and see which ad shows the best results.
A/B Test example
« White coffee machine – Nespresso »
« Nespresso coffee machine (White) »
A
Bvs
A/B tests with Lengow
With Lengow, you can easily start A/B tests on
your Google Shopping feed,
without any technical knowledge!
About Custom Labels
Custom Labels allow you to group specific products together according to values of
your choice, no matter how your product feed or your campaigns are structured.
Winter
Custom_label_1:
Product group:
For example:
All products associated with this label in AdWords can be retrieved very quickly
Step 1: Select products to A/B test
Test groups can be made of:
• Specific products (manually selected)
• Specific product categories
• Product groups (i.e. all products with price >100€, or product from a specific brand…)
Item
IDTitle Custom Label 0 Custom Label 1 Custom Label 2 Custom Label 3 Custom Label 4
ItemID
#1Product1_name Discount sale Winter Low Margin
ItemID
#2Product2_name Spring Original collection Best Seller
ItemID
#3Product3_name Discount sale Summer High Margin
ItemID
#4Product4_name Discount sale Winter Low Margin
ItemID
#5Product5_name Fall Original collection Best Seller
Step 2: Set a custom label data
Once your test group is selected, apply a custom label to identify them.
Let’s use custom label 0 and set a ‘test’ value for products in your test group.
Testgroup
You can create test groups directly into Lengow
Important: Steps 2 & 3 are performed in the Lengow solution
Once your test group is determined, let’s set a rule to modify the content ofthis specific group. It’s the content on which you want to run your A/B test.
For example, we will rewrite the title field of all products in the test group
Step 3: Automated rule(s) to run your test
Rule A: Test your title with the following attributes:
● Name of the product + brand + color
Step 3: Automated rule(s) to run your test
Rule B: Test your title with the same attributes but in a different order
● Brand + color + name of the product
Step 3: Automated rule(s) to run your test
www.lengow.comwww.lengow.com
Step 4 : AdWords reporting
Have a look at your campaign’s performance in the Dimensions report
www.lengow.comwww.lengow.com
Have a look at your campaign’s advanced performance in the Reports section
Step 4 : AdWords reporting
www.lengow.comwww.lengow.com
Version B delivered a 20% increase in conversion rate
Results
« White coffee machine – Nespresso »
« Nespresso coffee machine (White) »
A
Bvs
Conversion rate: 3%
Conversion rate: 2,5%
Things you can test
Order of the attributes:
▪ Brand before or after product name
Add extra data in title or description
▪ Size
▪ Color
▪ Gender
▪ Material
Test different pictures
Capitalize a part of your title
▪ Brand name
Run advanced tests:
• Look at your search terms to find new test ideas
• Run tests on specific categories / products, as search
queries won’t be the same
• Get inspiration from your Adwords text ads to find
content ideas
Let your imagination run, and the rules will follow!
Things you can test
www.lengow.comwww.lengow.com
Other Custom Label Use Cases
1. Invest in Your New ProductsCreate an ‘innovation’ label to assign a particular bid to your new products, and see your sales take off straightaway.
2. Highlight your PromotionsBy targeting a selection of products with promotion prices, you can run a short-term ‘flash’ operation.
3. Increase your ROICreate one bid for your products with strong margins, and another one for those with weak margins.
www.lengow.comwww.lengow.com
6. Prepare Your ClearanceGather together all of your end-of-collection products, to make clearance sales easier and to help you tackle the new season
with a previously unseen collection.
7. Play with Price BracketsDivide items according to price bracket, so that you can analyse which price ranges are the most profitable.
5. Work with the SeasonsDisplay seasonal products at appropriate times.
4. Consolidate Top SalesGroup together all of your ‘Top Sales’ items. For example: all of your products with a conversion rate above 15%.
Other Custom Label Use Cases
www.lengow.comwww.lengow.com
8. Availability of After-Sales ServiceMake sure you reduce bids on items which generate lots of returning customers.
9. Arrange According to Year of ReleaseSay, for example, you sell car parts. Creating groups according
to the year your model in question was released could prove to
be a very reliable way of managing sales in line with market
trends.
10. Categorise Products by ClicksDo you want to focus on the products that generate the most clicks? In that case, only send products that have generated at least 150 clicks over the last 7 days.
Other Custom Label Use Cases
www.lengow.comwww.lengow.com
Our resources
To find out more about
Google Shopping,
download our Google
Shopping whitepaper
