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Kirk Williams
Google Shopping

One Ultra-Easy Button You Can Smash for Great Shopping Ads Product Titles

One Ultra-Easy Button You Can Smash for Great Shopping Ads Product Titles

10/25/19 UPDATE: Hello Facebook Agency Visitor Person!  We’re delighted to have you visit this awesome post. About a year ago, ZATO stopped offering Facebook Ads solutions so we could focus solely on what we do best: Google Ads. Because of this, we’re always interested in partnerships with great Social Advertising agencies (like yourself, wink wink!) and we offer referral fees for signed clients!  Anyway, back to it, and happy reading…

Post Summary

Everyone wants to find an easy button in advertising, and the hard reality is there are very few, actual easy buttons. But there are some for the well-initiated!

One of those is for immediate bumps in higher value impressions and clicks in Google Shopping.

An influential "easy button" you can smash for your Google product feed, is to compare your product titles with your search terms report to see if your product title keywords match the most commonly searched for / converting search terms.

You do this by accessing (and filtering or downloading) your search terms report in Google Ads (or, shout-out to our favorite PPC tool, Optmyzr... do it using their nifty tool).

Then test adding those into your titles in various places within your product title and monitor changes in search behavior to your products. For instance, you might sell fancy custom-made acoustic guitars, but your product titles look like this: GHF-34 3/4 GUITAR ACOUSTIC/ELECTRIC MADE IN USA

If you check your search terms, you might see that people are most interested in these search terms (N-Grams are awesome for this!)

  • custom
  • color
  • style (grand auditorium vs cutaway)
  • wood type (yes, that's a thing!)

After analyzing your search terms, you decide to change this product titles to something like: 

Custom koa wood acoustic-electric concert guitar

I mean, you guitar PPCers may know something I don't about actual opportunity here, but hopefully this gives you a look at the possible change in your titles. Then, make sure to run a shopping ad title test based on what I've written previously so you actually get an accurate idea of whether this title is working. If it is, then you can roll it out to other guitars!

It's simple, but most (all?) Shopping Ads accounts we receive haven't even edited their product titles from whatever is on their website (which some content person threw together back when the product originally got listed). There are other ways to investigate ideal keywords to add to your product titles, but this is one of the quickest/easiest to test.

I hope that quick mini-tip is helpful!

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Kirk Williams
@PPCKirk - Owner & Chief Pondering Officer

Kirk is the owner of ZATO, his Paid Search & Social PPC micro-agency of experts, and has been working in Digital Marketing since 2009. His personal motto (perhaps unhealthily so), is "let's overthink this some more."  He even wrote a book recently on philosophical PPC musings that you can check out here: Ponderings of a PPC Professional.

He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications (including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft), and is a frequent guest on digital marketing podcasts and webinars.

Kirk currently resides in Billings, MT with his wife, six children, books, Trek Bikes, Taylor guitar, and little sleep.

Kirk is an avid "discusser of marketing things" on Twitter, as well as an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).  Kirk has booked speaking engagements in London, Dublin, Sydney, Milan, NYC, Dallas, OKC, Milwaukee, and more and has been recognized through reviews as one of the Top 10 conference presentations on more than one occasion.

You can connect with Kirk on Twitter or Linkedin.

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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