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EBOOK

Experiments Playbook

Uncover the methodology and essential strategies to run tests that boost your product-level-ads performance.

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Introduction

GET YOUR PRODUCT FEED INTO SHAPE

Experimenting with product titles, product types and product images in your Google Shopping Ads will have a significant impact on the performance of your campaigns.

But as with all activity on Google Shopping, success heavily depends on the quality of your Google Shopping feed. So, the first order of business is to check that your master product feed is in its best possible shape.

Google defines a number of mandatory data fields that must be present in your shopping feed before products can be approved and adverts can run. These fields contain attributes that are also critical to your experiments, so it is HIGHLY important to correct any errors, or your experiments won’t be effective.

Most e-commerce shopping feeds are missing some mandatory data, at the very least. The most important of these are the attributes shoppers use most in their searches, such as product description, brand, colour, gender, size and material. These need to be correctly added into your feed, and ideally should be optimised around common search terms. For example, yellow not citrus, XXL rather than Plus Size, and so on.

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