+38% ROAS Improvement Through Product-Type Enrichment for The House of Bruar

The Google Merchant Center was flagging quality issues such as Mismatched Availability (6.5%) and Mismatched Price (1.6%), alongside pockets of missing or invalid attributes. In practice, that meant wasted impressions, reduced visibility, and budget leakage.

We ran a series of A/B tests in the UK feed to make product data more understandable to real shoppers. The focus: enrich the product_type with the words customers actually use. We chose clearer garment terms and timely event/moment descriptors (e.g., gifting, seasonal looks).

Initial Results

• Category term enrichment (e.g., shirts/knitwear): multiple tests delivered improved ROAS, revenue, CTR, and/or CVR.
• Broader apparel descriptors: test adding a clearer gendered product type lifted impressions, CTR, ROAS, and revenue concurrently.
• Seasonal/event signals: adding event-relevant terms at the product-type level captured additional qualified demand during gifting windows.
• High performers made permanent: two top tests (e.g., premium outerwear terms) were promoted from experiments to always-on rules based on strong gains across all metrics

When the feed spoke the customer’s language, relevance improved. That showed up as cleaner visibility (fewer wasted impressions) and stronger down-funnel performance (CTR, CVR, ROAS, revenue). Along the way, we directly addressed the quality issues surfaced in GMC by turning flagged friction into practical gains.

Why it worked:

• Clarity reduces guesswork: Clear, shopper-friendly terms help matching and intent.
• Context captures demand: Seasonal and event signals align products to real-time shopping moments.
• Win fast, then scale: Keep high performers as always-on rules so improvements compound.

Mapp Fashion speaks the language of your customers and helps you improve FPSTR, reduce returns, and increase CLTV. Ready to discover more?

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