How to optimize Title, Description and Product Highlights on Google Shopping
In this article, we'll share my best tips for optimizing your product titles and descriptions, improving the performance of your Google Shopping and Performance Max campaigns.
Optimizing your Shopping feed and Google Merchant Center is essential to:
Improve the delivery of your ads.
Make it easier to manage your Google Ads campaigns.
Improve the click-through rate (CTR) on your ads.
According to Google, here are the 9 crucial elements for optimizing your Shopping feed:
Title
Description
Product Highlights
Price and promotion
GTIN and customer reviews
Image optimization
The title is crucial because :
It guides Google's algorithm for ad positioning.
It attracts the customer's attention.
Choose a clear, precise title: Make sure the title accurately describes the product. It must enable Internet users to immediately identify the product and distinguish it from its variants.
Strategic use of keywords: Include relevant keywords in the title that are popular enough to attract traffic, but not too competitive to avoid high costs. Google Shopping uses these keywords to associate your products with user searches.
Inclusion of Specific Attributes: Add elements such as brand name and MPN (manufacturer's part number) to your title. This information is taken into account by the Google Shopping algorithm for ad ranking.
Determine the entry key for your product: brand or product type.
Simple, consistent title structure: Adopt a uniform structure for all your titles, e.g. "Brand + Product Type + Attributes" Choose the right keywords to appear on relevant searches.
Product Variant Distinction: Clearly differentiate product variants in your headlines, for example: "Red soccer jersey" vs "Second-hand soccer jersey".
Use the 150 characters allowed by Google to maximize visibility and impact.
Prioritize Essential Information: Place the most important information at the beginning of the title. Often, only the first 25 characters are visible, depending on the display format. Be sure to include the most attractive and descriptive elements of your product.
Product name : Mention the specific name or model of the product if relevant.
Spelling and Grammar: Ensure grammatical and spelling accuracy for professional and credible ads.
Caution with the Use of Foreign Terms: Avoid foreign terms unless they are widely recognized and understood.
Avoiding Inappropriate Typography: Don't resort to practices such as excessive use of capital letters, symbols, emoticons or displaying discount percentages. These techniques are often associated with fraudulent ads or spam.
To optimize product titles for Google Shopping, it's important to follow certain best practices, which can help increase the visibility and appeal of your products. Here are a few key tips:
Include Brand at Beginning or End: If you're selling a product from a recognized brand, be sure to place the brand name at the beginning or end of the title. This helps attract the attention of brand-loyal consumers.
Basic Headline Structure: Use a basic headline structure that includes brand, product type and key attributes. For example: "Brand + Product Type + Attributes (Color, Size, Material)". This structure helps consumers quickly understand what you're offer.
Specific Product Details: Include specific details such as color, size, material, and other relevant attributes. For example, for a garment, you might use "Brand + Gender + Product Type + Attributes (Color, Size, Style, Material)". These details help consumers find exactly what they're looking for.
Best Practices by Vertical :
For clothing: "Brand + Gender + Product Type + Attributes (Color, Size, Style, Material)".
For consumer or nutritional goods: "Brand + Product Type + Attributes (Flavor, Quantity, Weight, Number)".
For electronic or durable goods: "Brand (manufacturer) + Product Type + Attributes (Size, Weight) + Model Number".
For seasonal or vacation items: "Occasion + Product Type + Attributes (Color, Size, Weight)".
Title quality: Make sure the title is clear, descriptive and free of typos and grammatical errors. A well-written title can increase click-through rates by up to 40%.
Keyword Optimization: Use relevant keywords in your titles to improve your products' ranking in search results. You can use Google Trends to identify popular search terms and include them in your titles.
Title length: Keep your titles concise while including essential information. Google Shopping has character limits for titles, so it's important to use them wisely.
By following these best practices, you can improve the visibility and effectiveness of your ads on Google Shopping.
In title optimization, brand is also important in some cases. Here, the focus is on the product brand. Customers are often looking for specific products from a well-known brand.
Example :
Levi's 501 jeans - In this case, the entry key is the "Levi's" brand. Consumers are specifically looking for this Levi's model, making the brand itself a key element of the title.
Product type
In this scenario, the focus is on the product category or type rather than the brand.
Example:
Motorcycle pants with knee pads - Here, the entry key is the product type, namely "Motorcycle pants with knee pads". Consumers are interested in the characteristics of the product (in this case, pants with knee pads) rather than the specific brand.
In each of these cases, the aim is to understand how consumers search for your product and optimize the headline accordingly to maximize the ad's visibility and appeal.
Write descriptions of up to 5000 characters.
Use your description as SEO text for Google Shopping: Integrate relevant keywords that match users' search terms. Use Google Trends to identify popular terms, but make sure these keywords fit naturally into the description.
Clear and concise information *: Although detailed, your description should be concise and easy to read. Avoid long paragraphs and use bullets or bulleted lists for better readability.
Avoid Unnecessary Technical Jargon: If your product is technical, explain technical terms in a way that makes sense to the average consumer.
Adherence to Google Guidelines*: Make sure you adhere to Google's guidelines for ad content. Avoid exaggerated claims, misleading content and prohibited information such as terms about weapons, illegal substances etc.
Language and Grammar: Use clear, grammatically correct language. A well-written description in English is essential.
Include Promotional Information: If you offer special promotions such as discounts or free gifts, mention them in the description.
Bring up product highlights in your feed.
Highlight product highlights.
Create an additional feed in Google Merchant Center.
Add at least 3 product highlights to your bestsellers.
Optimizing titles, descriptions and product highlights is crucial to improving the visibility and effectiveness of your ads on Google Shopping and Performance Max. By following these tips, you can increase your CTR and potentially reduce your CPC.
Why optimize your Shopping Feed?
Optimizing your Shopping feed and Google Merchant Center is essential to:
Improve the delivery of your ads.
Make it easier to manage your Google Ads campaigns.
Improve the click-through rate (CTR) on your ads.
The Key Points of Optimization
According to Google, here are the 9 crucial elements for optimizing your Shopping feed:
Title
Description
Product Highlights
Price and promotion
GTIN and customer reviews
Image optimization
Title and Description: The Fundamentals
The Title
The title is crucial because :
It guides Google's algorithm for ad positioning.
It attracts the customer's attention.
How to optimize your titles
Choose a clear, precise title: Make sure the title accurately describes the product. It must enable Internet users to immediately identify the product and distinguish it from its variants.
Strategic use of keywords: Include relevant keywords in the title that are popular enough to attract traffic, but not too competitive to avoid high costs. Google Shopping uses these keywords to associate your products with user searches.
Inclusion of Specific Attributes: Add elements such as brand name and MPN (manufacturer's part number) to your title. This information is taken into account by the Google Shopping algorithm for ad ranking.
Determine the entry key for your product: brand or product type.
Simple, consistent title structure: Adopt a uniform structure for all your titles, e.g. "Brand + Product Type + Attributes" Choose the right keywords to appear on relevant searches.
Product Variant Distinction: Clearly differentiate product variants in your headlines, for example: "Red soccer jersey" vs "Second-hand soccer jersey".
Use the 150 characters allowed by Google to maximize visibility and impact.
Prioritize Essential Information: Place the most important information at the beginning of the title. Often, only the first 25 characters are visible, depending on the display format. Be sure to include the most attractive and descriptive elements of your product.
Product name : Mention the specific name or model of the product if relevant.
Spelling and Grammar: Ensure grammatical and spelling accuracy for professional and credible ads.
Caution with the Use of Foreign Terms: Avoid foreign terms unless they are widely recognized and understood.
Avoiding Inappropriate Typography: Don't resort to practices such as excessive use of capital letters, symbols, emoticons or displaying discount percentages. These techniques are often associated with fraudulent ads or spam.
To optimize product titles for Google Shopping, it's important to follow certain best practices, which can help increase the visibility and appeal of your products. Here are a few key tips:
Include Brand at Beginning or End: If you're selling a product from a recognized brand, be sure to place the brand name at the beginning or end of the title. This helps attract the attention of brand-loyal consumers.
Basic Headline Structure: Use a basic headline structure that includes brand, product type and key attributes. For example: "Brand + Product Type + Attributes (Color, Size, Material)". This structure helps consumers quickly understand what you're offer.
Specific Product Details: Include specific details such as color, size, material, and other relevant attributes. For example, for a garment, you might use "Brand + Gender + Product Type + Attributes (Color, Size, Style, Material)". These details help consumers find exactly what they're looking for.
Best Practices by Vertical :
For clothing: "Brand + Gender + Product Type + Attributes (Color, Size, Style, Material)".
For consumer or nutritional goods: "Brand + Product Type + Attributes (Flavor, Quantity, Weight, Number)".
For electronic or durable goods: "Brand (manufacturer) + Product Type + Attributes (Size, Weight) + Model Number".
For seasonal or vacation items: "Occasion + Product Type + Attributes (Color, Size, Weight)".
Title quality: Make sure the title is clear, descriptive and free of typos and grammatical errors. A well-written title can increase click-through rates by up to 40%.
Keyword Optimization: Use relevant keywords in your titles to improve your products' ranking in search results. You can use Google Trends to identify popular search terms and include them in your titles.
Title length: Keep your titles concise while including essential information. Google Shopping has character limits for titles, so it's important to use them wisely.
By following these best practices, you can improve the visibility and effectiveness of your ads on Google Shopping.
In title optimization, brand is also important in some cases. Here, the focus is on the product brand. Customers are often looking for specific products from a well-known brand.
Example :
Levi's 501 jeans - In this case, the entry key is the "Levi's" brand. Consumers are specifically looking for this Levi's model, making the brand itself a key element of the title.
Product type
In this scenario, the focus is on the product category or type rather than the brand.
Example:
Motorcycle pants with knee pads - Here, the entry key is the product type, namely "Motorcycle pants with knee pads". Consumers are interested in the characteristics of the product (in this case, pants with knee pads) rather than the specific brand.
In each of these cases, the aim is to understand how consumers search for your product and optimize the headline accordingly to maximize the ad's visibility and appeal.
Description
Write descriptions of up to 5000 characters.
Use your description as SEO text for Google Shopping: Integrate relevant keywords that match users' search terms. Use Google Trends to identify popular terms, but make sure these keywords fit naturally into the description.
Clear and concise information *: Although detailed, your description should be concise and easy to read. Avoid long paragraphs and use bullets or bulleted lists for better readability.
Avoid Unnecessary Technical Jargon: If your product is technical, explain technical terms in a way that makes sense to the average consumer.
Adherence to Google Guidelines*: Make sure you adhere to Google's guidelines for ad content. Avoid exaggerated claims, misleading content and prohibited information such as terms about weapons, illegal substances etc.
Language and Grammar: Use clear, grammatically correct language. A well-written description in English is essential.
Include Promotional Information: If you offer special promotions such as discounts or free gifts, mention them in the description.
Product Highlights
Bring up product highlights in your feed.
Highlight product highlights.
Create an additional feed in Google Merchant Center.
Add at least 3 product highlights to your bestsellers.
Conclusion
Optimizing titles, descriptions and product highlights is crucial to improving the visibility and effectiveness of your ads on Google Shopping and Performance Max. By following these tips, you can increase your CTR and potentially reduce your CPC.
Updated on: 27/03/2024
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