Writing a perfect product title for Google Shopping is not a one and done task. It takes trial and error, tons of testing and understanding how people search to write a product title that converts. Is Google Shopping not work for you?
Let’s break down how our agency looks at product titles and what we think they should contain at minimum. Even though we have all our clients on Feedonomics, we still take our product titles seriously.
Google defines a product title as “Use the title attribute to clearly identify the product you’re selling. The title is one of the most prominent parts of your ad or unpaid listing. A specific and accurate title will help us show your product to the right users.”
Now you should not just optimize your product title as Google looks at your whole shopping feed when deciding on what you should rank for. The only benefit product title has is that it is what customers see and decide if they click on your ad.
Some other areas of your shopping feed that need work when you want to optimize attributes for different SKUs:
You can also look a using a Supplemental Feed to help optimize your shopping feed if you are not using a shopping feed management platform. Now on with the show. A product title should contain the following:
Brand + Product + Size/Weight + Colour + Gender/Age + Material
If you sell your product, then this is your brand name. If you are a 3rd party-retailer, then this could be the brand you are selling. I.e. you sell sneakers and you put down Puma instead of your store’s name in the product title
What product are you selling? A sneaker is just a sneaker but is there anything else you think makes it stand out. Is it a limited edition or a model within a wider collection of sneakers. Be accurate and correct in how you list your product
Size & Weight
Putting down the size of a sneaker or the weight of a bag of coffee is what set great product titles apart from average product titles. This is especially important if you sell bulk items or items that come in packs.
Forget what you call a product internally. People search by red, purple or blue. They rarely search by shades (i.e. violet) or by colour names your brand has internally. Crimson sky is really just orange or maybe even red. Also, you don’t want to rely on Google’s tech to figure out the colour of your product
Gender & Age
Google understands two genders: male and female. If you sell unisex or non-binary products, put that in your produc title. If you sell to seniors and the product could be searched by people who are not seniors. Make sure you add that to your product title too. This even works on the flip side of selling something to kids but not teenagers. Being explicitly clear in your product titles is how you win.
What is your product made out of? Does it have leather, bamboo or suede in it? Add the material to your product title or add multiple materials if it’s relevant. Googles lets you add more than one material attribute to your SKU attribute but you can also put both materials in your product titles.
When you put all the above together, your product title for a pair of PUMA sneakers might look like the following:
Ex 1: PUMA Sneakers Size 9 Red Men’s Suede
Ex 2: PUMA Red Sneakers Men’s Size 9 Suede
Both are correct and few product titles are wrong. Some product titles will rank better than others and get someone to click on them. Keep in mind that you want your top words in the front of your product title as Google will truncate anything over 60 – 70 characters with spacing.
This is why it’s important to not have special characters in your product or anything that is not going to help you rank for Google shopping. Some other key points to keep in mind:
Product Titles Best Practices
- Use all 150 characters. Your title will be used to match your product to a user’s search. Include the important details that define your product.
- Put the most important details first. Users will usually see only the first 70 or fewer characters of your title, depending on screen size.
- Avoid gimmicky ways of drawing attention such as all caps, symbols, HTML tags, and promotional text. Learn more about the editorial and professional requirements
- Use keywords. Keywords will help connect your product with a user’s search and help the user recognize what you’re selling. Your keywords could include these types of product details:
- Product name
- Specific details about the product area such as “maternity” for apparel or “waterproof” for mascara
You can see more best practices and how to make your product titles standout. That is it for this week. See you next time.
Where to find more information:
Ever wondered how to elevate your Google shopping feed, or how Google ranks their shopping offerings? Take Some Risk has started a digital learning space for all things paid search: Introducing the TSR Academy. Follow along with Duane Brown as he runs you through what it means to push success and clarify some of the mystery behind paid search.