By Ted Parry
2 February 2024 
The title of a product is the first thing that a potential customer sees when they search for a product on Google Shopping. It's the most important aspect of your product listing and can make all the difference when it comes to getting clicks and conversions. In fact, according to a study by Google, 60% of consumers say that a product's title is the most important factor in their decision to click on an ad.
Unfortunately, it’s also one of the most overlooked areas when it comes to optimising an ecommerce Google ads account.
So, what makes a good title for Google Shopping? Firstly, it should accurately describe the product and include relevant keywords that people are likely to search for. This will help your product appear in relevant search results and ensure that customers know exactly what they are getting. Secondly, it should be concise and easy to read. Long, convoluted titles are likely to be ignored by customers who are looking for quick and easy information. Finally, it should be attention-grabbing and stand out from the competition. A well-crafted title can make all the difference when it comes to standing out in a crowded marketplace.
Role of Titles in Google Shopping Optimisation
Google Shopping is a popular platform for online merchants to showcase their products. One of the most crucial aspects of Google Shopping optimisation is creating effective product titles. A well-crafted title can have a significant impact on the performance of a product listing.
Influence on Click-Through Rates
The title of a product is the first thing that a potential customer sees when browsing on Google Shopping. A clear and descriptive product title can attract a customer's attention and encourage them to click on the listing. According to a study by DataFeedWatch, optimised titles can increase click-through rates by up to 30%.
Impact on Search Relevance
Google Shopping uses a complex algorithm to determine which products to display for a particular search query. The product title is one of the most critical factors that the algorithm considers when determining relevance. Including relevant keywords in the title can help improve the chances of a product appearing in relevant search results.
Effect on Quality Score
Google Shopping assigns a quality score to each product listing based on several factors, including the relevance of the product title. A high-quality score can result in lower advertising costs and better ad placement. A well-optimised product title can help improve the quality score of a listing, leading to better performance and profitability.
A well-crafted product title can have a significant impact on the performance of a Google Shopping listing. By optimising titles for click-through rates, search relevance, and quality score, retailers can improve the visibility and profitability of their products on the platform.
Strategies for Crafting Effective Titles
When it comes to optimising Google Shopping listings, crafting effective titles is crucial. A well-crafted title can increase visibility, click-through rates, and ultimately, sales. Here are some strategies for crafting effective titles:
Keyword Integration
Including relevant keywords in the title is essential for Google Shopping optimisation. Keywords should be placed at the beginning of the title to ensure that they are visible to both search engines and shoppers. However, avoid keyword stuffing, as it can negatively impact the listing's performance.
Brand and Product Information
Including the brand name and product information in the title can help shoppers quickly identify the product they are looking for. This can increase click-through rates and improve the listing's relevance. However, keep the title concise and avoid including unnecessary information.
This image depicts a good recommended structure based on your retail category:
Source: socialhead.io
Utilising Key Attributes
Utilising key attributes such as size, colour, and material in the title can help shoppers filter and find the products they are looking for. Including these attributes can also improve the listing's relevance and click-through rates. However, ensure that the attributes are relevant and do not clutter the title.
Crafting effective titles is a crucial aspect of Google Shopping optimisation. By integrating relevant keywords, including brand and product information, and utilising key attributes, you can improve the visibility and relevance of your listings, ultimately leading to increased sales.
Need Help With Your Google Shopping?
With 10+ years of experience with the vast majority being in ecommerce, and focused on Google Shopping … chances are we can help you!
A few ways Amore Digital can help:
- Audit your current Google Shopping feed in Merchant Centre (Disapproval %, product titles optimised, product types correctly assigned).
- Review your Google Shopping structure (too many campaigns, too little, not granular enough)?
- Assess your bidding & budget methods (roas targets too aggressive, budgets capping spend for highest performing campaigns)
Get Your Google Shopping Proposal.
