‘Google Shopping feed optimization: Speak your customers’ language and write more compelling product titles’ – Search Engine Land
Andreas Reiffen says, “Product Feed optimization is key to any successful Google Shopping campaign. Your product titles are one of the most important factors in whether or not Google will think your ad is relevant to the user’s search query. Not only that, but a good product title will entice more shoppers to click on your product.
Providing all the required data in the right format according to Google’s product data specification is mandatory, of course. But to make the most of Google Shopping, e-commerce retailers have to apply more advanced techniques to optimize and enhance their product feeds.
Previous experiments have shown that product titles have a major influence on performance, while other fields — like the product description or the Google product category — have little or no influence.
To give you some practical advice on how to effectively optimize product titles, we at Crealytics (my employer) tested how Google Shopping reacts to changes in titles.
Test setup
We selected 136 products, which we observed over a six-week period. Since it’s technically not possible to properly split-test alternative titles by showing two different versions of the same ad simultaneously to different people, we had to compare two different time periods”.
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