Titles are one of the most important things to optimise in Google Shopping. The way in which you structure your title and the attributes you include within it can influence both your click-through-rate and the searches that Google decides to show your product for. 

By giving users as much relevant information up front in your titles before they click on your ads, you can also avoid clicks from users who would click through and not find what they’re looking for. Shoe sizing is a great example of this - you wouldn’t buy shoes in a size other than your own (unless buying a gift). So if the ad shows size 10 in the title, and directs to a page where size 10 is in stock, you should be in with a greater chance of getting a sale than a generic ad which doesn’t mention the sizing. 

Optimising shopping titles can therefore improve the relevance of the traffic coming to your site, thereby improving bounce rate, conversion rate, and ultimately your return on investment 

Higher CTR = Cheaper CPCs

Therefore working on your shopping titles can really pay dividends in the form of cheaper clicks and being able to get more clicks for the searches that you appear for. Higher CTR will also likely boost your quality score (though this isn’t visible for Google Shopping), leading to cheaper CPCs. 

Test, Test and Test Again

However, what works for one site won’t necessarily work for another, so every structure should be A/B tested to ensure improvement in whichever metric you’re optimising for (e.g click-through-rate or conversions per impression) versus baseline. 

Title tests can be implemented through supplementary feeds, by splitting your traffic in half and assigning a custom label to each split

Brand Name

Do you sell products from recognisable brand names? If so, seeing a highly recognisable brand in the title may influence click-through-rate

Brand keywords (particularly household brands) can have search volumes in the thousands, or hundreds of thousands, so can be great searches to tap into. 

Including the brand name near the start of the shopping title will ensure that the brand shows on both desktop and mobile, and that the user is clear on the brand of the product they’re clicking on. 

This is definitely one worth testing if brand names are relevant in your feed. 

Sizing

How important is sizing to the product’s you’re selling? This is definitely one to test for clothing, where correct sizing is a must have. If you don’t include sizing in the title, then a user could click through your ad, only to find that you don’t have stock of their clothing size, 

Users also often search for clothing and shoes by their particular size, e.g. “mens trainers size 9”, so including it in the title can avoid drawing in some irrelevant clicks

Colour

How important is the colour of the item you’re selling? This is particularly one for retail, where the colour of an item is essential. Failure to include the exact colour in the title might lead someone to click through who then can’t find the exact colour they want, or the colour they want might be out of stock

Search Terms 

Are you including popular search terms in your titles (and descriptions). Doing so will help Google to show your products for relevant searches. This can be made even better if you can include converting terms in your titles. Check out how to see your search terms for Google Shopping. 

Conclusion

By including relevant search terms in your Shopping titles, you can increase the number of impressions your products get, and boost clicks and revenue!