While title optimization strategies are similar across shopping engines, there are slight differences when it comes to choosing title attributes for each channel. That’s why it’s important to avoid a title data dump and to tailor the title formulas for the channel you’re selling on. If done correctly, this can lead to a higher chance of conversions and more sales.
We’ve broken down some of the key differences to think about when it comes to title creation for each channel.
Google is basically the king of online shopping ads. We’ve put out information regarding category-specific titles for Apparel, Home & Garden, Jewelry and Sports and Outdoors so we’re just going to give you the brief overview here.
Google has a maximum of 150 characters that you can use for the title. Even so, consumers may only end up seeing 70 characters or less depending on their screen size. Therefore, putting the most important keywords first is key.
When it comes to titles for variations, you’ll want to distinguish by what the product varies by within the title. If you are selling dresses in three different colors, each item should have the color in the title.
Also important to note is to leave out any promotional text such as free shipping.
While we know that Google is basically the king of online shopping ads, many channels have similar feed specs and will even take Google feed specs. This is the case with Bing Shopping. They also want you to add variation type keywords such as color and size to the title along with putting more important keywords first. Check out the example below.
Brand + Gender + Product Type + Color
Facebook dynamic ads work different than comparison shopping engines such as Google. Ads are only shown to people who have browsed your website or have shown interest in similar items. When someone sees your ad, they will most likely be familiar with the product type which is important to keep in mind when it comes to the title.
The max character limit for Facebook is 100 characters, so slightly less than Google. Another important thing to note, is that you don’t need to put brand within the title as the brand of your product will already show up in the ad. Instead, use that valuable space to focus on other product-specific attributes that are useful to shopppers.
We’ve added a few example titles below.
Gender + Product Type + Color
Occasion + Product Type + Color + Material
Product Type + Model # + Size
For Connexity, you have a larger character limit of 1,000. While they recommend including attributes such as gender and color, they do not want you to include the size in the title unless the price differs by size. A standard apparel formula can read as follows:
Gender + Brand + Color + Product Type
While tailoring your titles for each individual channel can seem like a pain, using a third party data feed software can automate this process for you. A software like GoDataFeed can allow you to modify the titles for each channel in bulk so you don’t have to individually adjust each one.