Product Listing Ads Best Practices
Data Feed Optimization
An optimized data feed helps Google determine where to place your ads, and also is good for seller relevancy. Optimize and refine your product titles, and descriptions according to searches users do for your products.
For more information on the Google Shopping feed and other shopping feeds please view these resources:
An easy rule of thumb for product titles is search importance from left to right. Through our research it seems that Google identifies terms in the title as more relevant depending on how far to the left they are, i.e. the first keywords in the product title are weighted more.
So when you’re setting up or revisiting product titles, list more important product descriptors on the left of the title, and less used search modifiers as you move right. Depending on your product the title might follow the general format of: “Brand, Gender, Product, Color, Size.”
This is going to vary based on the product being searched. For instance if you do a search for a ‘blue Patagonia jacket’ on Google Shopping, you’ll notice Patagonia is a search filter which is important, and in many products is the first part of the product title, whereas the color blue is listed farther to the right in most titles followed by size. Check out the example below:
For products which aren’t filtered in search by brand, you may want the leading terms in the title to be switched up a little (for size, color,etc).
If I’m searching for a pair of flip flops with a unicorn design for example, the brand is not as important for this search as other elements, such as the product itself (flip flops), the gender associated with it and lastly the descriptive term for the product, like in the example below:
The order of information in your product title will vary based on what products you’re listing for Product Listing Ads and what shoppers are searching for. But remember to list those variables in order of importance from left to right.
When in doubt it’s generally better to list more product information than less in the product title, but avoid keyword stuffing, or anything which impedes the user experience (UX). What would annoy you if you were searching?
Also remember that you can test different product titles to see what works the best for different listings.
Product descriptions are very similar to product titles in that you want to format them from left to right in order of importance for descriptive terms.
Descriptions will also vary based on what type of product you are listing, but you’ll still want to format them based on what users are searching for.
While a description that has a hook and an incentive is nice, remember that that type of information is less valuable to an online shopper than more concrete search modifiers.
Also remember that longer descriptions get cut off, so you’ll want to have that important product information at the beginning (to the left) of the description. Google recommends submitting 500 to 1000 characters, but gives you space to include 10,000.
Here is a good example of a description which doesn’t follow the left to right importance rule:
Because the product description is truncated for the listing, shoppers are only missing out on quite a bit of product information (size, material, color), which they will need to click through to learn, meaning a potentially non-converting CPC charge for this listing.
Similarly, merchants who aren’t listing any of that product information in the description are also missing out like in the following example:
If your product title is already optimized from left to right for search term importance, you can also add the title of your product (or a derivation of it) to the front of your current product
description (depending on what your product description looks like).
In this same search, it looks like Teva has done something similar to that here:
Notice how important product information is right at the beginning of the description? If you want to read on into the more fluffy description you can, but that important filtering information is right out there in the front- to the left of the description.
Many merchants are hesitant to rush head long into PLAs because of spend concerns, and it’s easy to see where that hesitation comes from. What’s great about managing Google Shopping however, is that merchants can limit the amount of spend for your PLA campaigns by setting a daily budget.
New Google Shopping Guide: 2016 Edition