Feed Title Changes: A Complete How-To Guide

Our goal: Maximize traffic by integrating high-potential search queries into your product feed titles.

 

Why change product titles?

In early tests, we saw that adding the correct term to your product title can lead to massive uplifts in traffic:

Which kind of queries actually work?

To find out more about the impact of title changes, we conducted a series of further tests consisting of 3 strategies:

1. Unrelated Terms: Terms with volume on Google, but no relation to the product – which therefore don’t show up in product titles

2. Existing Queries: High-traffic Shopping queries that aren’t included in titles

3. Under-represented Queries:

(a) “Low share of voice” Shopping queries that aren’t included in titles and could get more impressions according to market size

(b) Text Ads Queries: Terms that work well in Text Ads but don’t receive Shopping traffic

The first two tests didn’t have a significant impact on performance, but strategy 3 did lead to a 35% increase in impression volume on average. We will go into more detail how to implement (a) and (b) in a short how-to guide.

Both approaches (a & b) are based on discovering gaps between current traffic and potential traffic. By detecting and closing these gaps, impression volume can be maximized at the same CPCs. This way, you can increase your revenue without losing efficiency. Follow our manual below to shorten this process as much as possible.

 

How to implement title improvements?

Approach (a): search term not added to any titles, yet and under-represented against market size.

1. Download a Search Query Report from AdWords and compare search terms to product titles. This can be done by either using a script or in Excel by using range formulas:

2. Next, take those queries not contained in any product titles and use the Google Traffic Estimator to find out their potential impression volume:

3. The next step is to estimate the gap. You can do this by:

…simply deducting the actual impressions over the past 30 days from the total number of impressions given by Google,

then calculating the percentage of missed impressions.

Finally, set limits suitable for your account size and available time. E.g. a minimum of 20k missed impressions + not more than 60% of potential impressions generated:

4. Choose suitable product titles. This probably is the most time consuming part of the whole process and unless you have a tool, it can only be done manually. You can, however, use a trick to get at least an indication: go back to your SQR and look at the column ‘Keyword’. This will show you the ID of the product that generated the Impression if the product has its own product partition, or, if it doesn’t, you will at least find out information about brand, or product category: This will help you identify suitable product titles to which you can add the search term.

 

Approach (b): Search term with high traffic on Text Ads, but not generating any Shopping impressions

The process here is quite similar, but there is an additional step before step 1 (identifying which queries show up in Text Ads, but not in Shopping):

Download a Text Ads SQR and use a V-LOOKUP with your Shopping SQR to identify missing queries:

Unfortunately, in this case, you cannot find suitable products directly via the keyword column, as the terms don’t have any Shopping impressions. For this reason, the process of identifying suitable products will be quite time consuming. Therefore, we recommend limiting title improvements to approach (a) if you don’t have access to a tool with a feed title optimization feature.

Title improvements can generate strong uplifts. Instead of paying higher CPCs, make your product titles more appealing and relevant for Google!

 

Your take aways

ABOUT THE AUTHOR


Andreas Reiffen

Andreas Reiffen is the founder and CEO of crealytics and data-driven online marketing strategist with his focus concentrating on online retailers.

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