Welcome to another edition of Monday Ad-Ventures, where we share valuable insights to help you improve the performance of your eCommerce business.
The main reason your Performance Max campaign may not be performing and how to fix it. And the answer may surprise you: it’s your product titles.
Google selects keywords for your ads based on the information in your product titles and descriptions. Unlike Google search campaigns, where you manually enter keywords, Google Shopping/P.Max campaigns rely on product titles and descriptions to determine which keywords to target.
This means that if your product titles are not optimised correctly, you may be wasting money on irrelevant clicks, and your ads may not be showing up for the right searches.
The good news is that there are steps you can take to improve your product titles and boost the performance of your Performance Max campaign. Here’s how:
Start with the most important information
Your product title should start with the most important information, such as the product name, brand, and specific details like color or size. Remember that users will only see the first 20-40 characters, so make them count.
Use all 150 characters
Although users may only see the first 20-40 characters, using the full 150 characters gives Google more context, leading to more visibility and clicks from potential buyers. Make sure to include relevant information about the product, such as features, benefits, or materials.
Avoid gimmicky slogans and symbols
Don’t waste your precious characters on gimmicky slogans or symbols that don’t add any value. Instead, focus on providing relevant information that will help users find your products.
Follow the formula
A good formula for product titles is: Product name + Brand + Keyword targeting + Modifiers. This will ensure that you’re including all the essential information while targeting the right keywords. Here’s an example:
Mid-Century Modern Lounge Chair + West Elm + Leather Upholstery – This product title includes the product name, brand, and the specific modifier “leather upholstery” to help users find the chair with the desired material.
By optimising your product titles, you can improve the performance of your Performance Max campaign and start seeing better results. So take the time to review your titles and make the necessary changes.
P.S. I have created the banner image (looks ugly ?) for this newsletter as our designers are on holiday. Don’t worry, their jobs are safe… for now 😉