Product Title Optimization
Once you’ve got your Product Feed into a good place and found a good Feed management tool, it’s time to start optimizing it.
According to our research, the only part of your Feed that really has any effect on getting more impressions/clicks per product is the Product Title. Not only do your Product Titles help Google decide whether or not your product is relevant to the search query, but they will also entice more shoppers to click on your product.
The first step, as Colleen from Feedonomics mentioned last week, is to have a keyword-rich, normalized product feed to work from. Google recommends you include the brand, product name and basic product characteristics like model, color, and size. Feed Management tools like Feedonomics will do a great job of giving you a solid, rule-based Product Feed from which to start optimizing.
But, to really make the most of Google Shopping, you need to start leveraging the underrepresented search terms. That means identifying those keywords and phrases which see a lot of search traffic but do not currently appear in your Product Titles. It’s very similar to the keyword research you would do for Text ads.
Identifying query terms
The query terms you want to add to your Product Titles fall into two main types.
- Low share of voice: Shopping queries that aren’t included in Titles and could get more impressions according to market size
- Text Ads Queries: Terms that work well in Text Ads but don’t receive Shopping traffic
Both these approaches 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.
Low share of voice
- 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:
- Next, take those queries not contained in any product titles and use the Google Traffic Estimator to find out their potential impression volume:
- The next step is to estimate the gap. You can do this by 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:
- Choose suitable Product Titles. This is probably the most time-consuming part of the whole process and unless you have a tool, it can only be done manually.
- 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.
Text ad queries
This process is quite similar to the first one, 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. Meaning the process of identifying suitable products will be quite time-consuming. Therefore, we recommend limiting title improvements to the first approach if you don’t have access to a tool with a Feed Title Optimization feature.
Once you have your list of new terms and have matched them with the correct products, it’s time to update your Product Titles.
Three types of improvements
We know from previous tests that Google’s algorithm considers the words at the beginning of the Product Title to be the most important when selecting which ads are most relevant to the search query. That means you always want to append your query term to the beginning of the Title.
The word order also seems to matter, so that “green shoes” is not exactly the same as “shoes green”. That means you want to match the most popular search queries exactly when you’re adding to your Product Titles.
Finally, Google still struggles – though is getting much better – when it comes to matching synonyms. Some people might search for party dress while others search evening dress, but they are all actually looking for the same type of product. Google often doesn’t understand these synonyms and instead does basic string matching. Which means that if you have a range of fancy dresses, you want to use different descriptors (party, evening, fancy, nice) across the category to make sure you cover all your bases.
In general, there are three main ways you can add underrepresented search terms to your product titles. The first is to add the most used search term (in this case: Adidas Slides) in front of the existing Title.
If there isn’t one major relevant search term that describes your product exactly, you can broaden your approach and add the most searched product category or item (in this case: Tuxedo) to the front of the original Title.
Lastly, if the Title is well below Google’s character limit, you can not only add the Category or Search Term, but also lengthen the Title by adding size and gender.
What to expect
In the vast majority of cases, you should see significant uplift from those products with enhanced Titles. When we ran our Product Title optimization test, there was actually a 4% decrease in CTR across the entire Google Shopping account for that time period. But, the products with optimized, more keyword-rich Product Titles saw a CTR uplift of 18%.
That means that even at a time when the account was experiencing a downturn, optimizing the Titles still produced a significant amount of uplift. In addition, if the search term was exactly the same as the key-words we added to the Title the uplift was 88%.
Add it to your Tech Stack: Crealytics
Feed Title Optimisation is an important part of scaling your Google Shopping campaigns. It can increase your impressions/click-throughs and help you grow your PLA revenue. 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. Instead of paying higher CPCs, you’re making your Product Titles more appealing to consumers and relevant for Google.
In reality, both of the methods we mentioned above for finding underused terms and matching them to your products are manual and tedious, which is why we built a way to automate this process into our Product Ads tool.
Crealytics’ Performance Marketing Technology includes a feature that will automatically analyze all your Product Titles. The semantic technology matches real user queries with your products and automatically figures out Title adjustments for those products. Your Feed Management Tool can then pull the optimized Titles through an API to replace the old Titles saving you hours of manual work.
Crealytics’ machine learning performance technology solves for profit-based shopping campaign excellence. Our platform aligns eCommerce goals of new customer acquisition, CLV and margin tracking alongside product ads to drive better performance while accelerating eCommerce insights across your marketing organization.