How to write Powerful Google Shopping Product Titles

    product-title-optimization

    The title helps to identify the product you’re selling. So it is one of the most prominent parts of your ad. A specific and accurate title is a greater chance to give shoppers a boost to click on your product.

     

    Trough product titles Google determines if your listing is relevant to a specific search query. The title attribute is critical not only to Google’s matching algorithm but next to the image is also the most noticeable part of your ad. 

     

    Modifying product titles with information that closely matches the terms customers search will help your products appear in the most suitable queries.

     

    Take a look for Google Shopping product titles optimization tips and don’t miss out on a potential sales opportunity ever again.

     



    Table of Contents

     

    Think Like Your Shoppers

    Why Product Titles are so important

    The impact of product titles on your Shopping Campaigns

    Google’s requirements for Product Titles

    The role of keywords in the product titles

    Product Titles Best Practices per Vertical

    How does an optimized product title look like?

    Structure vs. Important Information

    Advertizing Product Variations Efficiently

    How to include all the important attributes in titles

    How to optimize Google Shopping Product Title

    Conclusion


    Think Like Your Shoppers

     

    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 tells a lot, the title must be compelling.

     

    Titles should highlight the most relevant product attributes so that shoppers can easily skim through and determine if the product is worth clicking on.

    If you are an online retailer you are obliged to know your consumers’ behavior. Recognizing what are the most significant factors pushing the customers to make a purchase is crucial in this process.

     

    No one-size-fits-all. Especially when it comes to optimizing product titles. Each industry and each customer are different.  Listen and analyze your audience thoughtfully cause the key is to understand the intent of your searchers.

     

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    Why Product Titles are Important

     

    The impact of product titles on your Shopping Campaigns

    Product title is one of these feed attributes that when enhanced have an immediate impact on the performance of your ads. There have been dozens of cases studies done around this topic, but still many e-retailers dismiss the importance of this attribute. 

    Let's take a look at a couple of cases then:

    A couple of years back Search Engine Land presented a case study that showed just how important it is to optimize your titles. There were 3 groups of products - one control group with original titles, and 2 groups with enriched titles that included category information, additional attributes and finally search terms.

    Result?

    More keyword-rich product titles saw a CTR uplift of 18 percent; while the the CTR increase on the exact query match to the term that was added to the title was 88 percent!

     

    google-products-title-optimization-stats

     

    source: searchengineland.com

     

    Another excellent case would be that of Zoobgear, who managed to optimize Google Shopping product titles to the point where they saw a 250% increase in clicks

    A big part of their strategy was conducting a keyword research, that helped them understand exactly how their potential customers search for sports equipment and what information is the most relevant.

     

    Title optimization is a crucial part of scaling your Google Shopping campaigns - by increasing impressions and growing the revenue. Giving suitable details in your title makes them work well for high-purchase intent searches. It will ensure a better match between the search query & the ad that is served - in the end resulting in higher conversion

     

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    Google’s Requirements for Product Titles

     

    Google has strict requirements for product titles. Let's take a look at some of the most important ones:

     

    Remember about length limits:

    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 displayed.

    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 at the beginning of the titles.

    Avoid Capitalization

    Capitalized text is common in spam and untrustworthy ads. Use capitalization only when it’s needed. Including for abbreviations, phone numbers or countries.

    Don’t include promotional text

    Don’t add information such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name. That information is reserved for other attributes.


    Avoid words from foreign languages

    Unless they’re well-understood by everyone, including words from foreign languages might cause confusion for shoppers and negatively impact your ads performance.

    Distinguish between variants

    Be specific and add the distinguishing details of each variant. Does your product come in different color or sizes? Include these attributes in the title (and remember to use your variant images!)


     

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    The role of keywords in the product titles

     

    Google uses the attributes of your titles as a proxy for keywords, so optimizing them and other feed data is crucial to improving the campaign’s performance. Shopping algorithms share common points with SEO, therefore putting the most important words in the product title is crucial for the optimization process.

    If you know your industry well and you have analyzed customers’ path, you know how they go about searching for your products. 

     

    Will they search by brand name? Then use your brand first. But if your brand is largely unknown or you are selling unbranded items, use descriptive words first.

    Will they search by category or maybe by product’s UPI (as in the case of electronic devices)? Your knowledge will help you  understand the intent of your customer and find applicable keywords to boost the title.

     

    • Reports and statistics are worth trusting when it comes to finding the right keywords for your titles. Don’t forget to explore your search query report, starting with queries that are converting well and those that aren’t.

    • Use keywords with a positive impact on your product feed health. Properly optimized titles can boost your campaign impressions and clicks quickly. 

    • Consider the order of keywords. The sequence matters as Google puts weight on keywords placed at the beginning of the title. While choosing keywords and their order don’t forget about testing. Check out multiple title formulas and keywords. That is the best way to tailor your tactics according to performance. 

     

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    Product Titles Best Practices per Vertical

     

    Recommended Title Structure per vertical

     

    Relevant key attributes and their sequence in the title differ across products type and industries. Like for example model numbers are an important attribute for electronics but not an attribute to highlight when it comes to clothing.

    Fortunately, based on Google’s Shopping Best Practices we have prepared a sneak peek of how to structure your product title depending on vertical.

     

    google-shopping-title-structure-vertical

     

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    How does an optimized product title look like?

     

    Structure vs. Important Information

     

    The structure of the title is just as important as the information included in it. Those are two separate components that don’t clash but complete each other.

    To figure out which attributes should be added, first, you need to understand how Google’s algorithm chooses products to be displayed to the searcher. 

     

    Mainly it considers the words at the beginning of the product title as the most significant to select ads relevant to the search query. So the order also matters.

    Surely, there are some generic recommended title structures that can be used as templates which should be applicable for a wide range of products types:

    • Brand + Product Type + Color + Material
    • Brand + Size (length, width, height) + Product Type + Color
    • Material + Product Type + Color + Brand
    • Style + Color + Product Type + Brand
    • Product Type + Size + Color + Feature+ Brand

     

    Advertizing Product Variations Efficiently

     

    If you're selling a product in multiple variations, each color, size, material, and pattern must be submitted as a unique item with the unique title.  

    This is when you have to decide if you want to advertise a “parent” product or it’s variants also. Pay attention to this detail as it’s easy to overlook.

     

    How to Include all the Important Attributes in Titles

     

    When you have made the comprehensive analysis of your reports, vertical and product types, now you have just simply combined the most relevant attributes into your title. In DataFeedWatch this can be easily done thanks to rule-based mapping. 

     

    To put every relevant attribute into your title you may simply combine them:

     

     

    google-product-title-combining-attributes

     

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    How to Optimize Google Shopping Product Title

     

    1. 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.

    Follow exactly the specifications of Google Shopping to increase your sales opportunity. Check the most important title requirements here.

     

    2. Use your search query performance data to inform your changes.

     

    Use a Search Terms report in Google Ads to see what the highest performing queries are and what ended up landing your conversions. 

    Search console (organic results) and Google Trends may be additional sources for insights.

     

    3. Add keywords to your product titles

     

    Google digests your feed and chooses what queries or keywords your shopping ads are the most relevant for.  Optimize the titles of your products by putting the most important words early in each. 

     

    4. Place important information first

     

    Google will show as much of your product title as they can, but it will often be shortened. Make sure you put the most compelling information at the beginning of your product titles.

     

    5. Include modifiers like Color, Size, Material, and Specifics

     

    Remember that shoppers often use these words to refine their searches.  It is worth to be the most specific and detailed as it’s possible. Thanks to that approach you may increase your chances for showing for high-purchase-intent searches and as a result your chances for conversion. 

     

    6. Follow the Best Practices for your Vertical

     

    Depending on what you’re selling you need to adjust your attribute tactics.  Try and think about how your customer would search and then decide what kind of features are relevant enough to be added.  Check the recommended title structure per vertical here.

     

    7. Add Category and Brand to Product Title

     

    Brand loyalty is one of the most important parts of why people make a purchase. Many shoppers are looking for specific brand products or categories. If your brand is already quite well-known among your audience, make sure to include it in your ads.

     

    8. Make ongoing tests & improvements

     

    A well-optimized product title can double or even triple your click-through rate, improve your conversion and ROI. But there is no one correct way for product titles.  Remember that different types of consumers search differently and they are all on a different stage of the purchase path.  Modify your titles according to statistics and their performance. And - ever stop testing!

     

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    Conclusion

     

    Without an optimized product title, you may waste precious ad spend and miss countless opportunities to convert shoppers. Going the extra mile and fully optimizing your product titles is definitely worth the effort. If you have thousands of products in your feed - it might seem like a impossible task...but who says you need to optimize all titles at the same time?

    Start with your 10 bestselling products, or 10% of the best-selling products and you will likely see the positive impact of your optimizations quickly.

     

    By putting your effort into optimizing Google Shopping product titles, you’re already taking one step ahead of the competition. 

     

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