Content Enrichment
Adorama
•
Photography & Electronics
+12.4%
More clicks
+8.2%
More items earning a click
+12.1%
More conversions
-3.5%
Lower cost per click
+20.4%
Higher conversion value
+8.8%
Higher ROAS
Adorama partnered with Optiversal to put AI-driven Google Merchant Feed enrichment to the test. The goal was straightforward and measurable: increase efficiency and organic traffic across the catalog, and isolate enrichment's true effect with a rigorous split A/B test rather than before-and-after guesswork.
Thin or inconsistent product data caps how often items enter auctions and earn clicks — and makes it hard to know whether any lift comes from enrichment or from seasonality and other moving parts. Adorama wanted a clean read on impact, measured specifically on products that were live and structurally sound, so the results would reflect enrichment itself.
Optiversal ran a controlled split A/B test across the enriched product set from December 24, 2025 to February 18, 2026, holding a comparable control group to isolate enrichment's effect. Analysis focused on live, structurally sound inventory — the products where enrichment can actually influence performance — so the findings would be both credible and repeatable.
On the healthy cohort, enrichment delivered exactly what was promised. Clicks rose +12.4%, the share of items earning at least one click grew +8.2%, and impressions increased — all with statistical significance — while cost per click fell -3.5%.
Organic merchant-listing traffic was up +9.5% period over period, and that figure understates the win: the test ran post-holiday against a prior period that included the holiday peak, so the enriched window cleared a higher bar. Not every conversion and ROAS metric reached statistical significance inside the test window, but directional movement was positive across every major indicator — the honest read is a clear, consistent lift with more upside as the expanded inventory matures.
Enrichment materially improved product discoverability and traffic scale without introducing disproportionate cost growth. More products entered auctions, more earned clicks, and overall paid visibility was meaningfully higher — qualified reach and engagement expanded across the catalog, creating measurable top-of-funnel growth with positive downstream signals.
The expanded, healthier feed sets up the next stage of gains: broader keyword coverage, incremental new-customer acquisition, down-funnel optimization and bidding refinement, and ongoing conversion-rate improvements as the newly surfaced inventory matures in auction learning.
Methodology: Controlled split A/B test, December 24, 2025 – February 18, 2026, using Google's testing methodology. Statistical significance assessed per metric; some results directional. Source: Google Search Console.
