If your eCommerce store is built with Shopify and you’re using Google Shopping ads, this tip is for you.
Google Shopping pulls product information directly from Shopify, for example, product title, cost, delivery fees etc.
It’s really easy to setup (guide to setting up Google Shopping with Shopify).
However, because it’s relativity easy to set up, store owners often overlook some important settings.
Opportunity to beat your competitors
A quick win is making your product titles more appealing to potential customers.
Google Shopping product titles are the blue text under the product image (see below).
The product title is really prominent. Make sure they explain how your product solves their problem.
How to change Google Shopping Product titles
For those of you on Shopify, this is a pretty easy and really quick win.
Step 1. Login to Shopify
Check you have the “Google” App installed.
This sends your product information to “Google Merchant Centre“.
If you don’t have the app these instructions might not work for you.
Step 2. Check what product info is getting sent to Google
Once in the Google app click “Manage accounts”.
Then scroll down to “Product settings”.
Make sure the option under “Product Title Preferences” is “SEO product title”.
This means the product title you choose to show search engines (For SEO purposes) will be used for Google Shopping ads, instead of the standard product name.
If it isn’t set to SEO titles, change it and save.
Step 3. Get creative copywriting
Now we’re going to customise each product title one by one.
If you’ve optimised your product titles before for SEO, you most likely won’t need to to do this, as this will change the SEO titles for each product, not just Google Shopping ads.
However, if in doubt and you get help with your online marketing, check it’s ok to changes these. You could affect your SEO rankings in Google.
In theory, you should be fine, as you’re improving SEO and Google Shopping ads, but you can never be too careful.
With the warnings out of the way, in Shopify go to…
Products > (Select A Product)
Scroll to the bottom of the page and you’ll see a section that looks like this…
Click “Edit website SEO” and channel your inner Don Draper from Mad Men and show off your advertising skills with Google as your canvas.
The trick is to describe and sell the benefits of a product in a maximum of 70 characters.
For example, instead of
“Blue Dog Collars from [Your store name]”
“Scratch free blue dog collar”
This will be more compelling to potential customers.
Do this step for each product you want to improve results for in Google Shopping.
How do I know it’s worked?
Ultimately you should see more sales through your Google Shopping campaign.
However, this might take a few weeks, depending on how many visitors you get and your ad spend.
Have a look at the Click Through Rate (CTR) of your Google Shopping Ads in your Google Ads account. It should be going up, as more people see your new product titles and choose to click your ad rather than your competitor.