Our client suspected that their product titles were limiting the effectiveness of their Google Shopping campaigns. They could see that their product titles were causing sub-par performance in terms of PPC. They had tried to fix this problem by hand-crafting the titles for some of their products and did have some initial success by doing this. But they were overwhelmed at the prospect of manually changing titles for all 100,000 products in their catalog.
We ran their entire catalog through our 20 Test Product Title Grader, and the result was a poor score of 86%. This confirmed that there was great potential for improving product titles across the catalog by adding key attributes to product titles. We knew that if we made changes to their product titles that would achieve a higher score on our Product Title Grader, they would achieve improvements in Google Shopping Key Performance Indicators.
How We Did It
Expanding Product Title
The 600 titles in the enhanced group were expanded in length. We expanded them by adding information such as product type, brand, model, and finish. We did different things to different titles to test a variety of things, but all the products in the enhanced group got some sort of expansion. The average length of title in this group went from 37 to 55 characters, an average change of +18 characters.
Impact of Title Changes on Impressions
As expected, the enhanced titles had a far greater number of impressions than the non-enhanced ones.
Impact of Title Changes on Clicks & Click-Through-Rate (CTR)
With clicks, the impact was even more dramatic because of the combination of a proportional increase in the number of impressions and a nearly 50% increase in CTR.
Impact of Title Changes on Cost-Per-Click (CPC)
We anticipated a possible decrease in the CPC and were pleasantly surprised that it dropped by nearly 30%. We and the client are jointly digging more deeply into what led to this magnitude of reduction. We will publish our findings either as an update to this post or as a new post.
This case study demonstrates that you can drastically improve the performance of your Google Shopping Campaigns by improving your product titles. Impressions, clicks, CTR, and even CPC can be improved.
To evaluate the quality of your own titles and get recommendations for how to optimize them, check out our Free Product Title Evaluation.