The title is the second most important item in your data feed, after the high-quality picture, because it shows in the Product Listing Ad (PLA). The title is what Google puts right below the picture.
It is one of the 4 attributes that consumers see on Google’s result page. Even if the picture in a Product Listing Ad tells a lot, the title must be compelling.
Why is so Important to Optimize Google Shopping Product Titles?
For Google Shooping: Google’s algorithms are looking for keywords in your title to identify if the product advertised is the best match for a consumer search query.
For Shoppers: The title should be relevant and compelling so that it convinces shoppers to click your PLA instead of the one next to it.
For Advertisers: It is a great opportunity for advertisers to show shoppers that they have the exact matching product for them.
Adjusting titles has an huge impact on the performance of the listing ads. FindWatt recently published a case study on the impact of enhanced product titles and the results are telling: Enhancing product titles resulted in 151% more clicks, a 47% increase in CTR and a 28% reduction in CPC.
Enhancing product titles resulted in 151% more clicks, a 47% increase in CTR & a 28% reduction in CPC.
1. Follow the Best Practices for Your Vertical
The starting point for for optimizing your Google Shopping product titles is that you make sure that important keywords are included. You can use the chart below to structure your title according to our recommended structure for different categories.
As you can see from above Brand and Product Type are the two attributes that have to be included in the Product Title, no matter what vertical you're in.
If you sell watches, you don’t want the title to be JR 1436. That does not mean anything. You want it to show the most important information: Fossil Men’s watch JR1436. So make sure you include Brand (Fossil) and Product type (Men’s watch) in your Title.
If your Title currently does not contain that kind of important information, re-map your data feed to include it:
2. Place Important Information First
Your title might get truncated, so you need to pay attention that your titles don't exceed the character length allowed: 150 characters, but in most cases only 70 characters will be shown
That means that Google will show as much of your product title as they can, but it will often be shortened. So make sure you put the most compelling information in the beginning of the titles.
3. Follow Google's Requirements for Product Titles
Google has very strict rules for the use of capitals and exclamations marks. If you add too many capitals and exclamation marks to your title, it won’t approve your products.
Promotional text in the Title: ''Free Shipping'' or ''20% Discount'' is also forbidden, so make sure to exclude it.
If you're looking for more ideas on optimization tips and tricks we have resources for all expertise levels in feed optimization:
Beginner Level: The 10 Most Profitable Data Feed Optimization Tactics
Expert Level: 7 Tips for Google Shopping Feed Optimization
There you have it: three actionable and easy to implement tips that will improve your product titles in Google Shopping. If you have any questions or comments, please feel free to leave them below.