A few steps to 5-10x your shopping ads

Your product titles are one of the single most important factors for Shopping campaign performance.

The issue is, most ecommerce brands set up their Google Shopping campaigns all wrong.

They blindly let Google pull in their existing product titles and descriptions without any optimization.

So their ads get shown for all the wrong searches.

Or they get little traffic to even try to convert anyway.

Either way, they end up wasting tons of money on irrelevant clicks that never convert.

The thing is…

With Shopping, you have 150 characters for titles.

So you can strategically use that room to fit details that would help you match with search queries your customers are actually looking for.

That’s the traffic issue sorted.

For the clickthrough rate issue:

You want to front load your most important attributes first in the first 70 characters.

For example, one of our clients was a fashion brand.

When we first audited their account, we found product titles like:

"Hoodie - Black - Size M"

"Hoodie - Grey - Size L"

That's it.

No mention of the target customer, the material, the brand, or any other key selling points.

Unsurprisingly, their Shopping campaigns were burning through cash with a really low ROAS.

Google was matching their ads with generic searches like "hoodie" and showing them to the wrong audience.

They were paying for tons of clicks, but from people who weren't their ideal buyers.

It was like trying to sell hamburgers at a vegan festival.

We rewrote their product titles and descriptions from scratch, using our proven priority framework:

Our Title Priority Framework

1. Start with the most relevant search keywords your customers use. We frontloaded terms like "men's hoodie" and "women's hoodie."

2. Add key attributes that differentiate your product, like material (organic cotton, heavyweight fleece), unique features (moisture-wicking, 4-way stretch), or style (slim fit, oversized).

3. Include your brand name for increased recognition and to protect branded searches.

4. Use remaining space for additional details like size or color.

So instead of just "Hoodie - Black - Size M", we had titles like:

"Men's Organic Cotton Hoodie - Slim Fit - Brand - Black - M"

Note: Including your brand name can be important too, especially for brand protection.

If customers are searching for your brand, having it in the title ensures you show up prominently in those searches.

But, for prospecting new customers who may not be familiar with your brand, the brand name might be less critical and can be placed later in the title or even omitted altogether to focus on other attributes.

Long story short, strategically order the information you give.

Google will have a lot more context to work with.

And your potential customers will instantly see if your product is right for them.

If you want more details on this, check out our copywriting masterclass on YouTube

Jackson

Founder and CEO of Echelonn

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.