So how do you optimise the titles? For starters, here’s a simple formula for an Apparel campaign:
Brand + Product Type + Gender + Keyword #1 + Keyword #2 + Colour + Size
For the keywords that are added, you should be able to use the research you have done to get an understanding of your target audience and use the language that they are more familiar with. You’re not only creating titles for Google to better understand what the product is but also to help those that are actively searching for it.
For example, let’s say you’re selling Cordless Headphones. By doing some research, you may actually find that more people are looking for Wireless Headphones and making that change could have an impact when your ad shows up. It may seem like semantics but when you understand your target market, it will make a difference.
The reason this will work really well is that you’re using the language of your customer and in turn, Google will measure this and reward you with better Click-Through Rates and more Conversions. Google is constantly looking over the performance of your campaigns and the more effective you can make it through optimisation, the more rewards you’ll receive from them, even with your Google Shopping FREE listings.
In the past, especially for Search Engine Optimisation, we used to write in a robotic mode, hoping that using what we thought would work was the best solution. This may have been good practice back in the day but now we need to write it so that it works for our audience.
Just to summarise, this is not the only step to help optimise your Google Shopping campaign. There are many more components to consider, which I will provide over the coming months.
If Google Advertising is something that you’d like to implement in your business and not sure how to go about it or just don’t have the time, feel free to organise a FREE strategy plan to talk about your goals and objectives below.