How To Write High Converting Google Shopping Titles

When it comes to advertising products on Google and on many other sales services, the title is a very important factor in conversions. It is one of the first things that a user sees usually just after the image and the price. Because of this, it is key that you get the best Google Shopping title that you can. This can be the difference in click-through rates, turnover and how much wasted spend you get each month. 

We have a range of some of the best practices that you should be doing when coming up with a title for Google Shopping.

Keep Them Short And Sweet

Not everyone knows that your Google Shopping ad titles are abbreviated when over 75 characters. This means that if you have a title that is over 75 characters, the user that sees this might miss some of the key information that you have within your title.

If your titles are at 150 characters or over they get disapproved! This does not allow the products to go live so you can lose out on sales. 

Google title requirements should help with what’s worth including:

Google Shopping Title

Because of these factors, it is key that you keep your titles at under 75 characters. Ensure that you keep in all of the key information such as the model, size, colour etc. 

When it comes to shortening titles it is worth researching to see what people are searching for to get to your exact product. There are plenty of keyword tools for this or you can check your search terms for your products in AdWords to see what people are searching for that leads them to convert.  

Research, Research And Research Again!

When it comes to titles you need to research to see what people are searching for to get to the product that you are looking to sell. This is because the best title you have that offers the most attraction with the factors of your image and price will give you the best CTR (Click Through Rate).  

Ways You Can Research:

  • Use tools such as AhRefs, Semrush and MOZ to research keyword traffic and the monthly number of paid clicks that these keywords get. If you ensure that these keywords are relevant you can use these tools to get the largest reach to your product as possible. 
  • When changing a title look on AdWords to see what people are searching through your search terms for that product or product range. This will show you what keywords you can include in your title that converts the best. Also looking into data on your CTR (Click Through Rate) will show you what appealing keywords you can add to get extra clicks. 
  •  Look into the manufacturer’s product descriptions and titles to see if there is any key information that you think should be included to improve your conversion rate and to reduce your wasted spend. 
  • Looking into your top competitors can show you what they are doing to get results. Use your competitor titles to gain ideas of what you can add and improve to get the upper hand on them. You can see examples of this below:
Google Shopping Title

Split Test Titles

One good way to test the performance of your product titles is by using split tests. I will below demonstrate how you could do this: 

  1. Find two similar products that sell a similar number monthly or that has similar conversion rates. 
  2. Now change the titles of these products using different attributes for each one. Examples of these attributes could be size, condition, colour, item number etc. 
  3. You can now split test these products by looking into their data over a week (depending on how often you sell these items). 
  4. If one of your keywords has a better CTR or sale rate then you know what out of these attributes work better for these products. 
  5. You can keep testing keywords over time to see what works the best and in what order. 

Example of how to analyse data:

Google Shopping Title

Above is the data for two similar products. As you can see the top product has two conversions over the last 20 days compared to the others zero.

This shows that this title writes up is likely to convert better than the other. Whereas the bottom product has a higher click-through rate, with this also having no sales it shows that this might be attracting un relevant clicks. 

How To Order Keywords Within Your Title

The way that you order keywords or key information within your title is likely to lead to either sales or possibly wasted spending. It is key that you put the information that will attract someone to click first, but at the same time also ensure that this won’t lead to wasted spending. An example of this is below 

Search Term: Black T-Shirt

Title: Black T-Shirt slim fit for children age 12-13 

With the example above you can see that the search term is “Black T-Shirt” which is at the start of our example title. Because of this, they are likely to click. However, when they take a look at our full title and description on our landing page, they will find out it’s for children leading to what is likely to be a wasted click. This is why it is very important to put keywords such as “Children’s” first to stop this from happening and to reduce wasted spend.

Keeping To Googles Title Regulations

When it comes to creating titles you must keep to Google’s strict title rules. If you don’t do this the item could be potentially suspended. If you already are using some of these it is definitely worth changing them! 

Over Capitalised Titles- 

Correct: Children’s Black Polo Shirt Ages 13-14

Incorrect: Children’s BLACK POLO SHIRT Ages 13-14

Use Of Promotional Text- 

Correct: Children’s Black Polo Shirt Ages 13-14

Incorrect: Great Offers On Children’s Black Polo Shirt Ages 13-14

Using Foreign Words Within Advert- 

Advertising Country: USA 

Correct: Children’s Black Polo Shirt Ages 13-14

Incorrect: Acquistare Children’s Black Polo Shirt Ages 13-14

Using Symbols In A Promotional Way

Correct: Children’s Black Polo Shirt Ages 13-14

Incorrect: Order Now!! Children’s Black Polo Shirt Ages 13-14

Ensure That Your Title And Your Landing Page Link

When coming up with your titles they must be relevant to the item you are selling. If you don’t do this it could lead to your advert being not shown often or disapproved! This can also lead to people clicking on your advert expecting another item that will lead to wasted clicks and spending. 

It is also worth noting that when someone clicks on your advert through the link on your title, they should be taken to the specific product page, not to a category page.

Using Brand Names Within Your Titles

By using the brand name of your product within your title it can help potential buyers make decisions. For example, if you are selling a desired brand by not putting this you could steer people away from your advert and you could also miss out on attracting people that are looking to buy your brand. 

Because of this, it is always worth including the brand in the first few words of your title to attract people. 

Examples of how this should be written: 

Correct: Clearly shows the brand in the first section of the title. 

Google Shopping Title

Incorrect: Mentions nothing about the brand in the title shown. 

Google Shopping Title
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