How to fix your Shopping ads fast

Last week we audited over 10 Google Shopping accounts.

The account sized varied from spending 2k/mo. on Google to over 20k/mo., weirdly enough 90% of them were making the same fundamental mistake.

And this has been consistent from the 300+ audits we’ve made.

They just use the Shopify defaults for their Google ads.

Look, when you’re coming off Meta or TikTok ads your product feed is probably something you don’t think about too much.

These 2 platforms heavily rely on custom creatives for whatever you’re pushing.

Google Shopping, on the other hand, doesn't use keywords or custom assets like regular ads.

Instead, it pulls automatically from your product feed to create your ads.

And your product title is the primary signal Google uses to determine when to show your ads.

Get it wrong, and you're basically invisible to potential customers.

Even worse?

When your ads do show up, a weak title means lower click-through rates and conversions.

You're paying for impressions but not getting the sales.

The good news is today, we want to give you our proven formula.

A proven formula for crafting high-converting Shopping titles:

The order of how you write your shopping titles should go something like this:

• Crucial information and keywords

• Specific details

• Unique features

Let’s talk about each quickly.

1. Frontload First 70 Characters

Google truncates titles in search results, and mobile shows even less.

Those first 70 characters determine if your ad gets clicked.

Place your most crucial information before the 70-character mark, things like the following:

• Brand name

• Gender

• Product type

• Primary feature

2. Go Specific with Product Details

Specific details help Google match your products to relevant searches and give buyers the exact information they need to click.

Include things like:

• Size ranges

• Materials

• Colors

• Specific use cases

3. Unique Features

Highlight what makes your product different from competitors.

Leverage whatever things like: “Patented Design", "Award-Winning", or "Eco-Friendly"

Standing out in Shopping results is crucial - unique features give shoppers a reason to pick your product over others

4. Maximum Character Usage

Lastly, fill the remaining space (up to 150 characters) with secondary but valuable information

Include additional information that doesn’t fit in the first 70 characters, like:

• Features

• Benefits

• Use cases

Every extra relevant detail increases the chances of matching more search queries

Here's a real-world example showing this in action:

BAD TITLE:

"Blue Nike Hoodie"

OPTIMIZED TITLE:

"Nike Men's Dri-FIT Training Hoodie - Moisture-Wicking Performance Fabric, 4-Way Stretch, Perfect for Gym & Running - Blue"

See how the optimized version includes all the key elements?

Try this with your Shopping titles, I bet you’ll see a massive uplift.

Catch you in the next one,

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 a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

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