- How do you optimize
your product titles for Google shopping?
It's very, very important and requires a lot of love.
Well, we're going to give it some love in this video.
Let's go.
(jazz music)
Product titles are super important because that's one
of the main ways that Google has to figure out
what your products are.
If you do product titles well,
you'll be far ahead of the competition
and you'll save a lot of money on your Google Shopping ads.
Something that's really important to know is that your title
in your product feed is going to be very different
from the title on your website.
The product feed is what Google sees
and what it uses to figure out
what the heck your products are
and what to show to customers.
Make sure you optimize.
Some stores have titles on their website
that is super vague and don't tell you what the product is
because they rely on the context of the website to do this.
Make sure you change this in your product feed,
so it's not just this vague title that was on the website.
Make it so that Google knows what it is
and people on Shopping know what the product is
by looking at the title.
This is going to save you a lot of cash.
When I started with shopping ads
I didn't pay attention to this,
and I lost a lot of money, not optimizing titles
and just spending that money when Google
didn't know what my products were.
Okay. So if you're new here, my name is Sam.
I help e-commerce store owners grow their stores remotely.
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Okay. So how do we optimize the titles?
Well, the easiest way is to just follow a formula
that describes the product.
The second way, which I prefer, is to use a formula of sorts
but then use the language that your customers
use when they're searching for your product.
I prefer the second way, it's much more effective,
but it does require you to have an understanding
of your target market,
and to also look in the search terms report
to see what language they're using
when they search for your products.
If you're new to Google Shopping and optimizing your titles,
that's okay, we're going to go through that.
I recommend setting it up the first way
with this formula and then adding in the new language
once you get that data in your search terms report.
Okay, the first method involves using this formula.
I'm going to leave a link in the description
to a blog post that has all the formulas there.
So you can choose the right one for your product
and industry to get you the best results you need.
In general, you want to have the brand of the product,
what type or what it is, what the color is and any sizing
and material that describes your product.
That's in general but it does depend
on your product and the industry.
Like I said, check the link in the description.
It depends on the product
but you'll have all the templates there
that you can use for your store.
For example, for apparel, you will have brand, product type
gender, keyword one, keyword two, color, and size.
When I say keyword one and keyword two,
these are the keywords that you've discovered,
through your product research,
through understanding your target market,
through doing keyword research
with the Google keyword planner tool,
or all through looking at your search terms report,
after running your ads on Search or Shopping,
after some time.
You really want to understand your target market
and use the language that they use when they search
for your product.
This brings me to method two, the hybrid approach.
You shouldn't just create robotic title for your products
but use the language of your customers in those titles.
Even though you're creating these for the search engines
so that Google understands your products,
you're also creating these for humans and for people.
For example, I helped scale up a wine cellar company's
Google Shopping campaigns and I found out
that people just don't search for wine cellars.
They're searching for wine racks.
They want a product that they can use to store their wine
but they don't want to wine cellar.
They want wine racks to put in their cellar.
So most of these customers were searching with
"buy wine racks online".
So we used that in their titles for massive results.
He also has his actual titles
on his store reflect this language as well.
It's not just for Shopping, but if people are searching
for this product and they go to your store,
show them that product, use the same language
in the title description to describe that product.
Don't write it for a robot,
write it for people, your target market.
The reason this works really well
for your Shopping campaigns is
that you're using the language of your customers.
Google also measures the behavior
of people with your shopping ads, the same with all ads
but with Shopping ads in particular
there'll be watching the behavior.
How do people click on these ads?
And if you write them for humans with this language
you're going to get a better click-through rate
which means that Google's going to give it a better ad rank,
and going to show your ads more often for the cheapest CPC.
So like I said, check out the link in the description
to that page that has all the templates there
that you can check out
and see which one works for your store.
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I make a lot of e-commerce tutorials,
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all that sort of stuff.
I do it on a regular basis to try
and help you guys out there build your e-commerce stores.
As always, if you have any questions at all
about anything I've talked about today,
any questions about title optimizations for shopping ads,
please write a comment below.
I answer every single comment and I'll get back to you
as soon as I can with an answer to your question.
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