Product titles carry particular weight on a website when that website is an e-shop promoted on Google with modern techniques. A product title plays a big part in how a page ranks in Google search, and it is also a strategic element in Google Ads advertising.
Google uses the product titles in Merchant Center to show targeted ads to shoppers, based on what they search for. For example, if we have named a product “Shine Necklace”, that gives Google too little information to show the ad to the right audience. If instead we name it “10mm Freshwater Pearl Necklace”, we give Google the information it needs to show the ad to the right user, based on their search.
Good titles help with more than Google Ads
Well-written product titles make a real difference to Google Ads and to organic Google search alike. Besides the product title, the meta title, the meta description, the product description, and the file name and alt text of the product image are all important factors that help improve rankings.
All of the above also matter a great deal for Google Ads, because they affect how relevant your ads are to what users search for. The more accurate the information you give Merchant Center, and Google in general, the more accurate the results the platform produces in advertising, especially in dynamic ads, whether these are Search or Performance Max campaigns.
Examples of good product titles, and what to avoid
To give some examples: if we sell a blue wallet, calling it just “blue wallet” is too thin. If it is also made of leather, a better title would be “men’s blue leather wallet”.
That said, we should avoid going overboard in our descriptions. For example, if the wallet is specially designed for jeans, that detail belongs in the product description and should stay out of the title.
Watch the video below for more detail.
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