How smart brands “convince” Google to show their ads across more searches

When we look into a Google Ads account, one of the first places we check is the product titles.

Partly because they’re one of the biggest drivers of Shopping and PMax performance.

And partly because it’s where a lot of brands fumble… and we can often find quick wins to help them drive more sales.

Sometimes we open an account and see titles pulled straight from Shopify.

There’s no optimization or thought about matching it with how people search.

Other times, there’s at least a basic structure.

Maybe they include the brand, the product name, and the category.

It looks more polished… but it’s not built around best practices.

And even when a title follows a “proven” format, there’s a common blind spot:

The high-converting search terms aren’t in the titles at all.

The thing is, your titles are what tell Google what your product is…

…and more importantly, what kind of searches it should show up for.

So when your top search terms aren’t there, you’re asking Google to guess where to show your ads.

And Google will guess… but usually not in your favor.

This is a common problem, but the fix is simple.

We use 2 levels of title optimization to get the most out of Shopping and PMax campaigns.

Let’s kick things off with the first level.

If I could give ONE piece of advice to any brands looking to improve their performance… it would be this:

Open your Search Term Report and find the keywords driving conversions.

If they’re missing from your product titles, put them there.

Lead with your best performers.

Pack the first 40 characters with the highest-converting terms.

Fill the next 40 with secondary keywords your customers search for.

I know this sounds basic, but you’ll be surprised by how big a difference you’ll get from doing this.

(NOTE: You can use our GPTitle to draft your titles, then layer in those high-impact keywords.)

Now for the more advanced level…

Sometimes you’ll notice that a single product converts from multiple search angles.

For example, someone buying collagen supplements might search for:

• “collagen supplements” 

• “supplements for weight management”

• “collagen for glowing skin”

• “hydrolyzed collagen”

In that case, trying to cram all those into one title might make it sound clunky and unnatural.

The solution?

Duplicate your product feeds and create different title variations for each angle.

By doing this, you create multiple Shopping Ads, each with its own title.

Each one speaks directly to a specific desire or pain point.

Here’s how we run it for a brand:

As you can see…

Every feed variation gets a title aimed at a different search category we know converts.

And each one boosts our chances of appearing for that category’s search terms.

That way, your products can show up in front of ALL the searches you can win.

This is especially powerful for categories like supplements, pet care, and electronics—where a product often has multiple use cases.

But plenty of other products can benefit from this too.

And if you want to go deeper here, don’t just stop at the titles.

For each variation, adjust the product images, offers, and landing pages to match that angle.

That’s how you squeeze every drop of revenue from a single product.

Now again:

Most brands will see a big jump in rankings and performance after they get the first level right.

And in fact, for some products, that’s enough to max out their revenue potential.

The key is to keep watching your search term report… because new converting terms will appear over time.

Make it a routine to update your titles to match them.

Only once that’s locked in should you look into level 2.

Now that is just a small part of our audit and optimization process when we work with a brand.

But it’s one of the highest-impact strategies we use to optimize our Shopping & PMax campaigns…

And they will go a long way to helping you write far better titles than most brands are putting out.

Jackson

Founder and CEO of Echelonn

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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