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!)
- 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!