When it comes to PPC performance, especially in Shopping campaigns, product titles are often an underused lever. Yet they’re one of the most critical elements influencing both click-through rates (CTR) and conversion rates. A well-optimised title doesn’t just make your ad more clickable; it increases relevance, improves Quality Score, and helps your products show up for the right queries.
Why Product Titles Matter?
In Shopping ads, there’s no ad copy. Your product title is your headline. Google uses this field to determine when to serve your ad and how relevant it is to a user’s search. That means every word in your title plays a part in whether your product gets seen, clicked, or ignored.
Best Practices for Writing Click-Worthy Product Titles
1. Lead with the Primary Keyword
Place your most important search term, usually the brand or product type, at the very start of the title. This helps match search intent and ensures key information is shown in limited ad space. This strategy ensures that the key information isn’t cut off in the ad display and is more likely to resonate with what a user is actively searching for.
2. Be Specific and Descriptive
Generic titles like “Running Shoes” are unlikely to drive results, are too vague and face heavy competition with potentially higher cost per clicks. Instead, be as descriptive as possible, including the product name, model, or distinguishing features that help set the product apart from your competitors. For example, “Nike Air Zoom Pegasus 40 Men’s Running Shoes” is far more compelling and searchable than simply “Running Shoes.”
3. Highlight Key Differentiators
Use characteristics that matter to shoppers, like color, size, gender, material, or benefits as it focuses on attributes users care about. These details help refine your reach and attract more qualified traffic. For example, including “waterproof” in a hiking boot title can be the difference between a click and a pass for someone shopping for outdoor gear.
4. Follow a Logical Structure
Titles that follow a consistent, intuitive format are easier for both shoppers and search engines to understand. A proven structure looks like this:
Brand + Product Type + Model/Features + Attributes
Example: Adidas Men’s Trail Running Shoes – Terrex Agravic – Black/Red, Size 10
Following this structure across your catalogue helps improve performance and keeps your feed clean and organised.
5. Stick to Character Limits
Google Shopping allows up to 150 characters for titles, but only the first ~70 typically show in the ad. This means the most important information should always be placed at the front of the title. Use the space wisely; be concise but informative. Prioritise critical keywords early and trim unnecessary filler words. This can also improve overall ad quality score, and generate increased clicks.
6. Avoid Promotional Language
Google has strict guidelines when it comes to Shopping ad content. Avoid using sales-driven or promotional terms such as “Best Price,” “Buy Now,” or “Free Shipping.” Not only can this cause disapprovals, but it also adds little value to the shopper. Keep your focus on clarity and product relevance, not sales hype.
7. Optimise for Readability
Your product titles should be easy to read and scan quickly. Avoid all-caps (e.g., “BEST SHOES EVER”), unnecessary punctuation, and keyword stuffing, (eg., “Get The Best Shoes Ever | Best Shoes Ever Online”).
Use proper capitalisation (Title Case or Sentence case) and punctuation to maintain a professional, trustworthy appearance. Write as if a real person will be reading it. Clean, professional formatting builds trust and improves click-throughs.
Example of a High-Performing Shopping Title
Why this works:
- Puts the brand and product model first
- Includes gender, use case, and a key feature
- Stays concise and relevant without filler words
Example of a Poor-Performing Shopping Title
Why this doesn’t work:
- Keyword stuffing and messy to read. Will decrease ad quality score.
- Doesn’t provide any real value to users.
- Many spelling errors throughout.
- Doesn’t look professional.
- No shopping title structure. Titles not optimised for click through rate.
- Doesn’t include all key product information such as colour and size.
Final Thoughts
Strong product titles are one of the simplest but most powerful ways to improve Shopping campaign performance. When executed correctly, they drive better visibility, more qualified clicks, and ultimately, stronger ROAS.
If you’re managing multiple SKUs and want help streamlining title optimisation at scale, get in touch so we can help design a strategy that’s tailored to your catalogue and audience. Call us on 0161 533 2790 or fill in our contact form and we’ll get back to you.