Google Shopping campaigns can be a fab choice for the right business, when planned and executed on point.
We’ve had ace results from Google Shopping campaigns from a tonne of verticals, products and audience types. We know, as part of any successful campaign, account set up is key. You can’t have a super-structure without a solid foundation. It’s not something you want to dive into head-first.
Your product titles help Google identify the product you’re selling and therefore determine what queries to serve them against. A bang-on title gives you a greater chance of the right shoppers clicking on your product, it’s also one of the most prominent parts of your ad.
Modifying your product titles so that they match how customer’s search, helps your products get served up in the right spots and are one of the feed attributes that, when enhanced, have an impact straight away on the performance of your ads. More relevant impressions equals more advertising revenue equals a better ROAS!
Simple right?! In this hack, we’ll explain how you can tweak your titIes to up your results.
So how do we begin…
You’ll want to do keyword research before you get started, work out from either GoogIe Ads or GoogIe’s search console what’s trending and what’s converting, as well as which of the potential names for your items are being used most commonly, so you can get those vitaIs in there! Giving suitable details in your titles ensures they’ll be seen in those high-purchase intent searches. It’ll ensure a better match between the search query, and the ad that is shown = higher conversion rates.
It’s important to mention that GoogIe has strict requirements on titIes, here are the all-important basics –
- Pay attention to your title lengths. Ensure they don’t exceed the max. character length of 150 characters. In some cases, such as on a mobile device, only 70 characters may be displayed. We’ll talk more on this later…
- 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. AIso note too many !!! the Big G doesn’t like them either!
- Don’t include promotional text. Don’t add unnecessary information such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name.
- Distinguish between variants. Be specific and add the distinguishing details of each variant. Does your product come in different colors or sizes? Include these attributes in the title (and remember to use your variant images!)
- Describe what the item is. A catchy product name that isn’t what people search for when they want the item isn’t going to see any impressions in shopping ads.
Top Tip: The sequence Matters. GoogIe puts weight on keywords placed at the beginning of the tiIe and can cut short your text, depending on the format (Mobile is shorter) so you’ll want your aII-important information up front.
Depending on your industry or business a number of these sequences may work weII – test them out!
- Brand + Product + Attributes (colour/materiaIs/size/weight etc)
- Brand + Size + Product Type + Colour
- Product Type + Size + Colour + Feature + Brand
Only put the brand out front if your brand is known, if you are unknown and no one is going to be specifically searching for it, pop it further down the end or leave it out. Use Descriptive words first if they don’t know your brand.
So in summary, solid keyword research, understanding of the attributes that matter and in the right sequence, with sharp on-point titles and you’re onto a winner! But if you need some help along the way, or if you just need to know if the Google channel should have a place in your strategy, contact us at firstname.lastname@example.org and book in a free consult!