Why is title optimisation so important? (Google Shopping)

Have you ever wondered why your Shopping ads aren´t showing up on important keyword searches? It seems that you have done everything correct? Well, have you? Let´s dig into: Product titles

Have you ever heard the term ‘’ impression share’’?. Well, impression share means :

The percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share = impressions / total eligible impressions.

And you want your impression share to be as high as possible on your most valuable keywords. But… how do you do that? 

We have an article on ‘’how to own a search category’’ which is very helpful in this subject. But in this article, we are going to zoom in on ‘’Product Titles’’. 

Google was and is a Search Engine, that looks for relevancy for the user who searches. This means :

The more spot-on the product titles you have in relation to the search term, the higher priority you get to win the auction. 

To give you a glimpse of the importance of product titles. Below is a screenshot of the before and after results when one of Bidbrains customers changed their product titles after our recommendations. 

Title optimization example

As you can see, they increased the conversion value by 72%, CTR by 9%, impressions by 70% and clicks by almost 86% in barely 1 month's time. 

And most importantly, they are now winning placements on their prioritized keywords. 


This is of course a very good case, and we are not saying that this will happen to everyone. There are many more factors that come into play. However, we have seen this trend in all our customers who are working with titles. Some have had a huge impact and some have had a smaller impact. 


Here is our recommendation for product titles: 

Number of characters: 75 - 100

Use numbers instead of spelling (e.g 2 instead of two)

Use symbols (- / |,) to make your titles easier to read

Ad brand 

Use keywords in your title 


Structure example: 

Brand - Name of the product – category (and/or keyword) – colour - gender - size

But it takes so much time to change, and I don´t want to change the titles on my webpage 

If you don´t have an automated or easy way to change all your product titles, then we recommend you to change 10-20 of your most important products to evaluate over a minimum period of 2 weeks. 

And if you have rules on how to display your product titles on your webpage. You can always use a feed tool to only change the titles in your feed and not on your webpage.  

To summarize: 

There are many factors that can affect your performance on Google Shopping, some have a higher impact than others. It is important that you know what to look after and focus on when you are optimizing your Google shopping. And product titles are something we have seen a huge impact on.