🛒 One of the most overlooked areas of PPC Optimisation is Product Feed Testing! Too often, we see agencies just manipulating what they have in the Google Ads interface, and not thinking about external data sources or other things they could have control over. In today's landscape, we've spoken again and again about how the AI is only as good as the quality of data that you give it - and one of (if not the) biggest data sources a retailer has is their product feed. This is particularly important with products like Performance Max where you have less control over the creative or which platforms the products are showing on. In this Case Study for a large retailer, we used a 3rd Party Shopping Feed Tool to A/B test changes to the feed. 🎯 Adding additional data (size and colour) into the visible product name drove a 127% increase in revenue (at a stronger level of efficiency). 🎯 Improving how the product was categorised in Google's eyes drove a 69% increase in revenue (again, at a stronger level of efficiency). This shows it's not just about what you're showing the end user in your ads, but also the information that you're providing to Google to help serve those ads, that can help drive better results. Do you have a process in place for feed optimisation? Are you looking at what data you're feeding into the machine learning? #ppc #ppcchat #google #googleads #shoppingads #shoppingfeed #productfeed
Insightful! It is really top notch. But how do you actually set up proper A/B test for the product with different title? Do you duplicate the product and create a brand new Landing page for each variation?
The more data AI has to work with the more likely it is to be useful to your business
It's all about giving the platforms the right data to serve ads effectively. Your insights are right on target!
About product types, I have a very straight rules for it. To specific and clear, Like if I have jewellery, Jewellery > necklaces
What have been your favourite tools in this space?
Great job Scott Carruthers
Leila Aarab Yannik Herzig
Love this Scott Carruthers thanks for sharing. We are seeing more and more brands/agencies using ourselves to incorporate our data into their test and learn roadmaps as well. Quite a big increase in analysis for imagery too