Titles decide which searches you show for
Google Shopping has no keywords to bid on. Google matches searches to your products mostly from the title and description in Google Merchant Center, so the title is the single biggest lever on which searches you appear for and how many people click.
The rules Google sets
- Up to 150 characters. Shoppers often see only the first 70 or so, so put the important words first.
- Describe the product as it is on the product page. No prices, promotions, shipping claims or calls to action.
- No ALL CAPS for emphasis and no symbols used as decoration.
- Variants should say which variant they are, for example the color or size.
A word order that works
Lead with what shoppers type. For most stores that is brand when people search for it, then product type, then the attributes that separate one product from the next.
- Apparel: brand, gender, product type, material, color, size.
- Home and garden: brand, product type, material, dimensions, color.
- Electronics and parts: brand, product line, model, key specification, compatibility.
- Unknown or dropshipped brands: product type and attributes first, since nobody searches for the brand.
Before and after
A title such as "Harborline Jacket Olive M" tells Google little. "Harborline Men's Waxed Cotton Jacket - Olive, Size M" names who it is for, what it is, the material, the color and the size, all facts already on the product page. Each of those words is something a shopper might search for.
Find the words that sell
Your search terms report in Google Ads shows the exact words shoppers used before buying. Words that appear in converting searches but not in the title are the first candidates to add, as long as they are true of the product. Change one group of products at a time and compare clicks and conversions before and after, so you know the title caused the change.
Change titles without fighting your feed
If a Shopify app writes your feed, a title changed in Google Merchant Center can be overwritten on the next fetch, and a title changed in Shopify also changes your store page. A supplemental data source keyed on product ID lets you send a better Google title while your store and main feed stay as they are.
How UltraROAS.ai does this for you
UltraROAS.ai finds weak titles in Google Merchant Center and rewrites them with AI, using only facts already in your product data. The new titles go live through its own supplemental source, and every change is recorded with its before and after.