7 tips on how to optimize your Google Shopping titles even better

Why you should invest your time in optimizing Google Shopping Ads

Data obtained by SmartInsights shows that Google Shopping has a very favorable click-to-spend ratio of the advertiser. In the case of retailers, advertising expenditure under Google Shopping is currently responsible for 76.4% Search engine advertising spending. At the same time, advertisements of this type generate 85.3% clicks.

In the case of other forms of advertising, the ratio is 23.6% of budget to 14.7% clicks. Many factors contribute to such good results, among which one of the most important is the optimized title.

Why product name is crucial

The title is the element that is responsible for several basic processes in Google advertising:

• The contained keywords tell the search engine about the type of product
• The title tells the customer if it's the product they're looking for
• It encourages you to click and buy, and allows you to stand out from the competition

That is why it is an element so willingly and often optimized.

How to optimize titles in Google Shopping

Optimizing titles in Google Shopping is both technological (A / B tests, conversion research) and more behavioral matters (matching the language to the recipient, differentiating according to demographic groups). Therefore, we have prepared a short guide that will give you an idea of ​​the many different aspects of this area.

Think like a buyer

The most important and still underestimated element of building an optimization strategy is getting into the client's shoes. Vendors, especially when they are specialists in their field, often focus on the product itself, its benefits, specifications and details related to its use.

At the same time, completely different aspects of the product may be important for the customer. Also, the same product can serve different needs in many target groups. For example:

Gaming laptop with powerful parameters and a strong graphics card

Programming computer with a powerful processor and high-quality components

Mobile and light laptop for field work with a powerful battery

Depending on the purpose for which they use the product, it may be necessary to highlight other advantages and communicate other applications. Therefore, it is worth checking to see if adding the word "gaming" or "data science" to your computer name will improve your conversion rate. Because that's what the client is looking for.

Search for relevant keywords

Google Shopping is an advertisement based on a search engine service. That is why it is so important to choose the right keywords. In this case, there are three sources of information:

• Ahrefs, Semrush, Spyfu or similar software - these are specialized tools with which you can search through the keyword popularity data. Depending on the market in which the company operates, databases are available in many languages ​​and taking into account the recipient's location.
• Own historical data - the company should store information about previously implemented campaigns and, if possible, repeat the best-performing ones
• Google Tools - Google also provides many free tools (including Google Trends) that allow you to measure the popularity of specific keywords depending on time and location.

The key phrase is both a tool that will allow you to be high in the search results, and a hint about the user's intentions.

Read the guidelines and stick to them

Google has very specific guidelines for its ads that determine what actions are allowed and what are not. The most important information is:

The maximum length of 150 characters - there is no obligation to fill the entire space

No additional promotional texts - this means that the information "free bag" in the case of selling a laptop is not allowed

Differentiate between multiple types of product - Google strongly advises against placing unified descriptions for all products and recommends adding information about the differences. Examples include color, pattern, slight dimensional variations, etc.

Watch your competition

Store owners can also draw on the experiences of companies that compete with them. In this case, you can be inspired by the form, content, layout or use of specific words.

Report prepared by Storegrowers indicates that the best-performing Google Shopping campaigns included:

• 75-100 characters in length
• Product name written with small caps (97% of indications)
• Numbers instead of numbers written with words (97%)
• Symbols such as "/" or "|" facilitating reading (70%)
• The name of the seller's brand (44%, most of which are own-brand stores)
• Additional keywords (32%)
• The number of available products (16% and added only when the information matters)

Each niche has its own rules, which means that each store should conduct this type of research among its competitors and collect best practices and ideas for testing as part of its own strategy.

The most important information at the very front

Search engine advertising means strong competition for the user's attention. Therefore, advertisers should focus on presenting the fullest and most important information possible at once, in the first words or even within the first few signs of the message.

Focus on the best-performing products

Another aspect of optimization is choosing the most important products in store and putting the most effort into optimizing their ads. The most important products can be the ones that bring traffic:

• The most profitable - those that, in absolute numbers, generate the highest sales in the store
• Highest margins - those that will potentially generate the most profit when selling
• Most loyal - those that, according to sales data, most often contribute to building long-term store loyalty.

It's a good idea to optimize all titles, but it takes a long time. Therefore, it is best to focus on those that will bring the maximum impact.

Analyze, observe, experiment

The last and most important element is switching to the continuous optimization model. There is no "perfect title" for maximum sales. However, pursuing it is a reasonable goal that a company can set itself. Thanks to continuous learning and development, it is possible to maximize sales without costly investments, but only by improving what is used so far.

Summary

Google Shopping is one of the most interesting and effective sales channels for online stores. Thanks to its flexibility and efficiency, it can be the main source of orders, and its connection with the Google ecosystem ensures its stability.

If you want to learn more about the possibilities offered by Google Shopping, please contact us today!