Optimise Your Google Shopping Feed with Product Titles
You want your Google Shopping campaign to be successful and product feed optimisation is fundamental in building your campaign, but knowing how your customers interact is critical to your success.
Customers use search to find your products and how they search can make or break your campaign. By doing a little research, utilising these findings and combined knowledge will enable you to write compelling Product Titles.
Product titles are one of the most overlooked elements in Shopping campaigns, however, they are also one of the most important factors you have an effect over. Google uses Product Titles to decide whether or not your ad is relevant to the user’s search query, but in addition to this, they can be the most influential element in having your visitor to click through.
These are the factors that will influence your ranking in Google Shopping:
- Product Title
- Brand
- Attributes
- GTIN/MPN
- Excessive Capitalisation
- Feed Issues
- Readability
Using Keywords in Product Titles
As e-commerce retailers, you are required to ensure your product feed is compliant to the Google Merchant Centre product data specification, however, you will also need to apply additional techniques in order to enhance and optimise your feed. Product titles are proven to have a major effect on performance, where product descriptions or product category can have little or no influence.
Here’s how:
- Review your top performing keywords you are ranking for and then run a Search Terms report in AdWords. This will assist you to identify keywords that may not be used in your existing ‘bidding’ but based on user’s actual search terms. Now do the product titles contain these keywords?
- Get your product feed from the Google Merchant Centre and identify those words and combinations of words which are contained in search queries, but not necessarily in your Product Feed.
- Identify relevant products and change their titles to reflect the correct search terms.
As with any campaign, this is a continual process and you may need to make changes and updates to titles and descriptions as more profitable terms emerge.
Comparison Testing
When setting up your campaigns, run tests to see which variation produces the greatest results. Optimise product titles with specific keyword terms in conjunction with the existing product title and compare the results:
Also, should your original titles be short in length, try adding a search term as well as specific product details to the title to enhance the view.
Why Optimise Product Titles?
Having run a wide range of campaigns over the past 10 years, results are dependent on your products, however, a range of case studies reveal that the increase in performance is predominantly down to campaign management.
Producing product titles takes time, but with a bit of work, the results can have enormous benefits. Optimising product titles will not only influence those products related to the search query but increase traffic conversion as you are displaying ads related to the searcher’s needs.
Time and time again a good product title has proven that you won’t just generate an increase in impressions, you’ll generate a lot more clicks to grow your Shopping revenues!
The Onefeed system has been developed to enable you to run campaigns which will automate this dynamic product title optimisation as well as a multitude of additional features to simplify your Shopping campaign. However, with a bit of effort, you can replicate this work by accessing your Adwords Performance Report and continually reviewing and identifying those popular search terms against your products.
For further information on how Onefeed could assist with your Shopping campaigns, please call the sales team on 0800 130 3140 or email sales@onefeed.co.uk
