September 12, 2019
A/B Testing in Google Shopping to Prepare for the Holidays
Looking for a way to spice up your Google Shopping strategy? Itching to boost conversion rates for your ecommerce business? Look no further than Showcase Shopping Ads. In early testing, Shopping Showcase Ads have outperformed traditional Shopping campaigns, with a 51% stronger conversion rate and 18% higher ROI. Why the large difference? Shopping Showcase Ads allow for extra images and product descriptions in your Shopping ads, helping to drive more clicks from more qualified searchers.
Google announced the Showcase ad format last year, and they’re now fully available for any advertiser using the new AdWords interface or the AdWords API. Showcase Shopping Ads offer a variety of features that give advertisers more flexibility compared to traditional Shopping ads. Let’s dive in and explore what these ads are and how they can improve Google Shopping performance.
Showcase Shopping ads depart from traditional Shopping ads in two key ways:
Every ecommerce retailer should consider testing Shopping Showcase Ads, especially those with creative brand stories or lots of trendy lifestyle images of attractive people sporting their products. We recommend you begin by experimenting with the same ad copy that performs well for text ads, but you should test Shopping-specific copy to find the unique selling propositions that best resonate with an audience already viewing the product image and price.
Showcase ads are also great for any ecommerce advertiser that may be hesitant to invest in Google Shopping because their product offering is too broad. In the best case, Google would match a broad query like “winter boots” to a very specific individual pair of winter boots. Even if you are properly managing your Shopping campaigns to show your top-performing and most relevant boots, it’s likely that image is going to be irrelevant for a large percentage of “winter boots” searchers. Now you can feature multiple images and group and display products together, making it more likely that your Shopping ads will show relevant images for even the broadest search queries.
Given the potential for extra customization and strong preliminary findings, Shopping Showcase Ads should become a testing priority for any ecommerce retailer. If you have high-quality lifestyle product images, sell broad groups of products, or have a unique brand story to tell, try Showcase Shopping Ads!