At Kvantic we always strive to improve our clients' campaigns, and Google Shopping campaigns are no different. We helped Jollyroom boost performance by adding award attributes to product titles – with impressive results across all key metrics.

Background

We decided to modify product titles by adding a specific attribute. In this case it was the "review winner" ("Best in test") attribute we decided to go with. These award mentions come from various comparison sites, such as:

Bäst-i-test.seTest.seFolksam.se

These sites assess various aspects of the product based on its category. For car seats, the safety aspect is the primary focus, whereas the focus shifts to attributes like warming ability, waterproofing and lifespan for the clothing category.

Hypothesis

Our hypothesis is that we should be able to increase our click through rate (CTR) from the shopping results by having the award mentions visible in the title. This would then lead to a positive chain reaction that results in lowering the cost per click (CPC). With better CTR we get higher relevancy signals and that, in turn, lowers the CPC. All in all a better return on investment for these products.

Key Metrics

Higher

Click Through Rate

Lower

Cost Per Click

Higher

Profit On Ad Spend

Results

The test was a BIG success, resulting in an impressive performance increase across all key metrics:

12%

CTR increase

5.3%

CPC decrease

5.6%

POAS increase

Duration and test facts

This is a before VS after test. How did product A with the "review award" attribute in title perform VS the same product without this attribute. Additionally, we analyzed the development of KPIs for the rest of the inventory during the testing period, eliminating potential seasonal changes unrelated to the test.

All 1000 "best in test" productsTest duration – 3 weeks

Watch the video

We made a TikTok video breaking down this case study. Check it out!