If you want to sell more through Google Shopping you need your ads to be seen by as many of the right people as possible. There are three basic ways to get more eyes on your Google Shopping campaigns.
The first is by segmenting your campaigns to make sure you are bidding on searches that closely match the product you are selling. The second is through good bid management – the more you spend, the more people will see your ad, but only up to a point. Once that point is reached it’s almost impossible to get more impressions without rising CPCs.
The third option is Feed Title Optimisation. While in Google Search it is possible to scale accounts by targeting via keywords or the messaging in ads, in Google Shopping this has to be done through the Product Feed. Here’s how you can improve your Feed Titles and get more traffic.
Make titles user-friendly
To catch the searcher’s attention, a good Feed Title is crucial. Google recommends you include the brand, the product and basic product characteristics like model, color or size. Also to make it as user-friendly as possible, you should use generic terms for colors, e.g. red, instead of ruby or magenta. And always make sure that the information in your Feed Title is accurate – misleading information might end up getting your Shopping Ads disapproved.
Use real-life customer queries
Another way to improve your Shopping Feed Title is to make the Product Titles more similar to what people are actually searching for. This method is very similar to the well-established dynamic keyword insertion used in Google Search, which helps you to customize the ads to match the search queries. The big advantage of this strategy is that when your ad is displayed, it should closely represent what the searchers are looking for. This usually goes in hand with a higher Click-Through-Rate (CTR) and overall performance.
To do this, you’ll need to identify the top performing search queries and match them to your product titles to see what’s missing. Then simply rewrite your product titles in your ad according to the observed search patterns. We recommend putting the search term first followed by the actual product name.
If you use camato, we automatically perform this keyword search and product match for you and suggest which products should get a new title.
Increase your revenue
Feed Title Optimisation is an important part of scaling your Google Shopping campaigns. It can improve your click-through rate and help you increase shopping revenues. By optimizing the feed title you can not only influence which products appear for which query, but also increase traffic and conversion by displaying ads which are more likely to reflect the searcher’s needs.