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A/B testing
with Lengow
and Google Adwords
Purpose
Google Shopping campaign
performances depend highly on:
• How product data is sent to the
Merchant Center
• The wa...
Purpose
Small tweaks on data (i.e. add the brand before the
product name) may actually have a strong impact on
performance...
Let’s run a test and see which ad shows the best results.
A/B Test example
« White coffee machine – Nespresso »
« Nespress...
A/B tests with Lengow
With Lengow, you can easily start A/B tests on
your Google Shopping feed,
without any technical know...
About Custom Labels
Custom Labels allow you to group specific products together according to values of
your choice, no mat...
Step 1: Select products to A/B test
Test groups can be made of:
• Specific products (manually selected)
• Specific product...
Step 2: Set a custom label data
Once your test group is selected, apply a custom label to identify them.
Let’s use custom ...
Once your test group is determined, let’s set a rule to modify the content of
this specific group. It’s the content on whi...
Rule A: Test your title with the following attributes:
● Name of the product + brand + color
Step 3: Automated rule(s) to ...
Rule B: Test your title with the same attributes but in a different order
● Brand + color + name of the product
Step 3: Au...
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 r...
www.lengow.comwww.lengow.com
Version B delivered a 20% increase in conversion rate
Results
« White coffee machine – Nespre...
Things you can test
Order of the attributes:
▪ Brand before or after product name
Add extra data in title or description
▪...
Run advanced tests:
• Look at your search terms to find new test ideas
• Run tests on specific categories / products, as s...
www.lengow.comwww.lengow.com
Other Custom Label Use Cases
1. Invest in Your New Products
Create an ‘innovation’ label to a...
www.lengow.comwww.lengow.com
6. Prepare Your Clearance
Gather together all of your end-of-collection products, to make
cle...
www.lengow.comwww.lengow.com
8. Availability of After-Sales Service
Make sure you reduce bids on items which generate lots...
www.lengow.comwww.lengow.com
Our resources
To find out more about
Google Shopping,
download our Google
Shopping whitepaper
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A/B Testing for Google Shopping with Lengow Slide 1 A/B Testing for Google Shopping with Lengow Slide 2 A/B Testing for Google Shopping with Lengow Slide 3 A/B Testing for Google Shopping with Lengow Slide 4 A/B Testing for Google Shopping with Lengow Slide 5 A/B Testing for Google Shopping with Lengow Slide 6 A/B Testing for Google Shopping with Lengow Slide 7 A/B Testing for Google Shopping with Lengow Slide 8 A/B Testing for Google Shopping with Lengow Slide 9 A/B Testing for Google Shopping with Lengow Slide 10 A/B Testing for Google Shopping with Lengow Slide 11 A/B Testing for Google Shopping with Lengow Slide 12 A/B Testing for Google Shopping with Lengow Slide 13 A/B Testing for Google Shopping with Lengow Slide 14 A/B Testing for Google Shopping with Lengow Slide 15 A/B Testing for Google Shopping with Lengow Slide 16 A/B Testing for Google Shopping with Lengow Slide 17 A/B Testing for Google Shopping with Lengow Slide 18 A/B Testing for Google Shopping with Lengow Slide 19 A/B Testing for Google Shopping with Lengow Slide 20
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Learn how to A/B test your Merchant Center data for Google Shopping. Improve your titles, descriptions... increase your conversion rate and learn how to monitor your performances with AdWords.

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A/B Testing for Google Shopping with Lengow

  1. 1. A/B testing with Lengow and Google Adwords
  2. 2. Purpose Google Shopping campaign performances depend highly on: • How product data is sent to the Merchant Center • The way data is structured
  3. 3. 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.
  4. 4. 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 B vs
  5. 5. A/B tests with Lengow With Lengow, you can easily start A/B tests on your Google Shopping feed, without any technical knowledge!
  6. 6. 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
  7. 7. 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 ID Title Custom Label 0 Custom Label 1 Custom Label 2 Custom Label 3 Custom Label 4 ItemID #1 Product1_name Discount sale Winter Low Margin ItemID #2 Product2_name Spring Original collection Best Seller ItemID #3 Product3_name Discount sale Summer High Margin ItemID #4 Product4_name Discount sale Winter Low Margin ItemID #5 Product5_name Fall Original collection Best Seller
  8. 8. 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. Test group You can create test groups directly into Lengow Important: Steps 2 & 3 are performed in the Lengow solution
  9. 9. Once your test group is determined, let’s set a rule to modify the content of this 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
  10. 10. Rule A: Test your title with the following attributes: ● Name of the product + brand + color Step 3: Automated rule(s) to run your test
  11. 11. 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
  12. 12. www.lengow.comwww.lengow.com Step 4 : AdWords reporting Have a look at your campaign’s performance in the Dimensions report
  13. 13. www.lengow.comwww.lengow.com Have a look at your campaign’s advanced performance in the Reports section Step 4 : AdWords reporting
  14. 14. www.lengow.comwww.lengow.com Version B delivered a 20% increase in conversion rate Results « White coffee machine – Nespresso » « Nespresso coffee machine (White) » A B vs Conversion rate: 3% Conversion rate: 2,5%
  15. 15. 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
  16. 16. 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
  17. 17. www.lengow.comwww.lengow.com Other Custom Label Use Cases 1. Invest in Your New Products Create an ‘innovation’ label to assign a particular bid to your new products, and see your sales take off straightaway. 2. Highlight your Promotions By targeting a selection of products with promotion prices, you can run a short-term ‘flash’ operation. 3. Increase your ROI Create one bid for your products with strong margins, and another one for those with weak margins.
  18. 18. www.lengow.comwww.lengow.com 6. Prepare Your Clearance Gather 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 Brackets Divide items according to price bracket, so that you can analyse which price ranges are the most profitable. 5. Work with the Seasons Display seasonal products at appropriate times. 4. Consolidate Top Sales Group together all of your ‘Top Sales’ items. For example: all of your products with a conversion rate above 15%. Other Custom Label Use Cases
  19. 19. www.lengow.comwww.lengow.com 8. Availability of After-Sales Service Make sure you reduce bids on items which generate lots of returning customers. 9. Arrange According to Year of Release Say, 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 Clicks Do 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
  20. 20. www.lengow.comwww.lengow.com Our resources To find out more about Google Shopping, download our Google Shopping whitepaper

Learn how to A/B test your Merchant Center data for Google Shopping. Improve your titles, descriptions... increase your conversion rate and learn how to monitor your performances with AdWords.

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