Google Shopping: Conduct A/B Testing with Custom Labels via Lengow

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A/B Testing is a marketing technique designed to optimise the performance of your e-commerce activity. Learn how to perform A/B tests with Custom Labels within the Lengow platform, for example, for testing the structure of your product labels on Google Shopping.

Used by a growing number of e-commerce companies, A/B testing gives you the opportunity to perform tests by developing two different versions of the same message and then determining the best version. Depending on your objectives, A/B testing can be used in various ways: to improve the design and user experience of your online shop, to optimise your e-mail marketing campaigns and increase your opening rate, or to improve your shopping campaigns and increase your conversion rate.

Here’s how to perform A/B tests on your Google Shopping campaigns with Custom Labels (via Lengow).

First, let’s take the example of an A/B test on the product name of a Nespresso coffee machine.

ab-nespresso

Subdivide your products with Custom Labels

Custom Labels allow you to subdivide your product catalogue by adding the labels of your choice: season, price range, promotions, stock level, special delivery, etc. This feature allows you to effectively manage your bids.

ab-custom-labels

Unknown to some retailers, Custom Labels can also be used as part of A/B Testing campaigns. This feature gives you the ability to create a custom label for A/B testing on some of your products. If they are successful, then you can apply the best result to your entire catalogue.

Conduct an A/B Test with Custom Labels

To set up A/B tests with custom labels, there are a few steps you need to follow:

Step 1.) Select the products you want to A/B test

First, you must select the products you want to A/B test by creating the following test groups:

  • Products (manually selected)
  • Categories of products
  • Customised product groups

Step 2.) Define a custom label in the Lengow platform

Once the products have been selected, go to the Lengow platform to create your test groups. Then, apply a custom label to identify them.

In the example below, the label “test” was applied in the “custom_label_0”.

custom_label_test

Step 3.) Use Lengow’s automated rules to conduct your A/B test

After determining your test group, access the automated rules within Lengow to perform your A/B test.

Automated rules will allow you to perform different A/B tests by changing the content of the group. You will be able to change the order, the format, and add product attributes, or test different images to increase the click-through rate of your shopping ads.

To go back to our example with the Nespresso coffee machine: you want to carry out an A/B test on the title field of your products in the order TITLE/BRAND/COLOUR. To perform your test, you must implement two automated rules.

Automated rule A: Test your title with the product attributes in the following order: Product name + brand + colour.
If “custom_label_0” is “test”, then the title attribute will be placed in the first position.

reglea

Automated rule B: Test your title with the same attributes but in a different order: Brand + colour + product name.
If “custom_label_0” is not “test”, then the title attribute will be placed in third position.

Step 4: Analyse the performance of your A/B test via Google Adwords

Once you’ve launched your A/B testing campaign, you’ll be able to measure your campaign’s performance in the “Dimensions” tab of the Google AdWords platform.

abtestin_adwords

With the example of the Nespresso machine, this analysis will lead us to the following results:

ab-nespresso-results

To find out more about A/B testing with Custom Labels and Google Shopping, take a look at our presentation:

Custom Labels can also be used in many different ways to help your advertising campaigns. For more info, check out our infographic:

Google Shopping Infographic: 10 Ways Custom Labels can Help your Campaign

Tegan Marlow

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