You’re up to date on Google Shopping Campaign updates. Your optimizing your Google Shopping campaign for day parting, and changing up ad bidding based on performance. You spend at least an hour a day in AdWords analytics scouring your ad data.
You’re still setting yourself up to fail if you’re not improving your inventory data.
Product information, determines where Google is placing your products in search, and highly influences which products are clicked on.
How Can I Get People to Click on my Google Shopping Ads?
Below is a detailed video on data changes to impact your product discoverability on Google with Google expert Jeff Coleman:
Google weighs your data feed inventory information for short and long tail searches. Update your data as often as possible to relfect the most up to date and comprehensive product information possible.
Why you want more visibility on Google Shopping:
- Increased seller relevancy
- More SERP space
- Higher conversions
- Better branding
Enhance Product Titles For Visibility on Google Search
Google search is designed to provide searchers with the most relevant ads and information for their query. Google serves results based on keywords, and relevant searcher information. Which results appear depends on 1) What is being searched, and 2) The product information it Google has available.
Data feed information- such as a detailed product title and description gives Google more details for ad placement, which means more relevant ad placement for your products. In addition to your existing Google strategy, you need to optimize and refine your product titles, and descriptions for Google.
Keep in mind:
- Who is your customer?
- What are longtail terms searchers use with your products?
- How can your titles & descriptions mimic how people talk?
- What terms are the most important to this product (e.g. brand or color)?
Google Product Titles Advanced Tip
When optimizing product titles remember to work from left to right based on term importance.
The first keywords in the product title are weighted more.
Our research implicates Google emphasizes title term importance based on the order of terms in the title. We read from left to right, so it makes sense that terms to the far left of a title are weighted heavier than those farther along. Searchers
When modifying or adding descriptive terms to your title, keep in mind the order in which those terms appear. Depending on the product, list more important product descriptors at the beginning of the title, followed by product attributes which are less important, but still relevant to the product.
A general template for product titles is a follows:
Brand, Gender, Product, Color, Size
There is a balance between product descriptors that have utility and those that are more related to broad search terms. How people are searching differs will change the importance of how your title is structured.
If I’m shopping for boots for example, I may be searching for size or color, but that may not be the case if I specifically want Steve Madden boots:
If I’m searching for a pair of sandals the brand is less important to my search compared to other product attributes.
Product title information helps populate search results and informs searchers about your products. Why wouldn’t you take the time to include all of the pertinent information? It’s better to list more product information than less in the product title, but avoid keyword stuffing, or anything which makes your title come off as spammy. What would annoy you if you were searching?
Test different product titles to see what works the best for different listings.
In addition to data feed changes for product information and sellers should continually refine data for Google’s algorithms, inventory format, and search changes.
For more tips on how to get more exposure on Google Shopping, check out these resources:
- Google Shopping Data Feed Specifications
- Google Shopping Data Feed Guideline
- Sample Data Feeds And Feed Specifications
- Google Shopping Guide