Google Shopping Product Title Optimization: 14 Tips [That Don't Suck]

Google Shopping campaigns hinge on a deceptively simple element: your product title. I’ve seen countless campaigns fail because their titles appear as a haphazard mix of random keywords.

An optimized product title isn’t just built for search engines. It attracts the right traffic and helps convert browsers into buyers. Today, I’m sharing 14 practical tips. These methods have proven effective in real campaigns—no gimmicks here.

Why Titles Matter

Let’s be honest: optimizing Google Shopping product titles is one of the most important aspects that often gets overlooked in feed management.

The title is what Google references when matching your products to a shopper’s search, and it’s also the first thing potential customers see in their search results.

Some may think that product images carry more weight. Images are important, but if your title doesn’t match the query, you risk missing impressions or showing up for searches that aren’t relevant. This leads to wasted ad spend and lower conversion rates.

Case studies from DataFeedWatch to StoreGrowers consistently show that including specific keywords alongside the brand and product type can drive significant improvements in conversions, click-through rates, and revenue.

Shoppers and search algorithms both want to see that your title accurately represents the product they have in mind.

Optimizing your titles can be made super easy if you use a feed optimization tool like SEO.AI. Ours and others have AI built in to optimize your titles, descriptions, attributes and more in minutes using AI.

The 14 Tips That Don’t Suck

Let’s get into the meat of the matter. These 14 tips are based on years of reviewing Google data, analyzing campaigns for a range of brands and e-commerce sites, and learning from successful examples.

Use Your Brand

Starting with the brand name is essential. Brands matter, especially when customers are searching for familiar labels. Omitting your brand from the title may cause you to miss out on searches focused on that brand.

Example: Instead of “Women’s Running Shoes, Size 8,” use “Nike Women’s Running Shoes, Size 8.” If you sell several items from the same brand, make sure every title consistently includes it. This helps with brand recognition and improves ad relevance.

Call Out the Product Type

Google needs to know what the product is: a shirt, a phone case, or a coffee mug. Clearly stating the product type helps Google categorize your item and makes it immediately obvious to potential buyers.

• Clearly indicate what the product is.
• Avoid being overly generic, such as just “T-Shirt.” Use “Graphic T-Shirt” or “V-Neck T-Shirt” if that’s more accurate.

Use Relevant Keywords (But Don’t Stuff!)

Using relevant keywords is important, but filling your title with too many keywords is counterproductive. Google continuously refines its algorithms to avoid spammy content, and overly stuffed titles can feel untrustworthy.

What I do:

• Check historical search terms in your Google Ads or Google Merchant Center.
• Identify which words drive the most clicks and conversions.
• Integrate them naturally into your title.

Break Down Attributes: Size, Color, & More

Highlight your product’s essential details. For clothing, include attributes such as color and size. For electronics, mention the model number if it’s important. Including these specifics increases your chances of matching customer queries.

Why?
Shoppers often search using terms like “blue” or “64GB.” A product title that contains these details is more likely to show up in relevant searches.

Front-load the Most Important Info

Experience shows that Google may shorten titles on smaller screens. Placing key information at the beginning ensures that the essential details appear in search results.

Example Format

1. Brand Name
2. Product Type
3. Key Attribute

A hypothetical example:
“Nike Running Shoes Men’s - Size 10 - Black”

Stop Wasting Characters

Many feeds include internal codes, promotional slogans, or other extraneous information in the product title. That extra text wastes valuable character space and distracts from the essential message.

In short: Remove anything that does not help a shopper decide to click.

Match Real User Language

I once worked on a campaign for a custom T-shirt seller. They labeled their product as a “cotton short-sleeve top,” yet search data showed that people were using “cotton T-shirt.” Changing that wording resulted in a 15% increase in clicks.

Use the common terms that your audience uses. If customers say “sneakers,” avoid using “athletic footwear” instead.

Keep It Clear & Structured

A clear title helps customers quickly understand what is being offered. A jumbled title that tries to include too many details at once can be off-putting. If needed, use simple punctuation like hyphens or parentheses to break up information.

Sample Title Structure
[Brand] [Model/Product Type] ([Key Attribute 1]), ([Key Attribute 2])

Avoid Promotional Language

Including phrases like “Buy Now!” or “Limited Edition Sale!” can lead to disapproval from Google or make the title appear spammy. Reserve such language for other parts of your ad rather than the product title.

Common Offenders

• “Free Shipping!”
• “Best Price in Town!”
• “Buy 2 Get 1 Free!”

These phrases can distract from the product details.

Stay on Top of Character Limits

Google allows up to 150 characters for a Shopping title, but that doesn’t mean you need to use every one. Sometimes a shorter title is better.

However, if including extra details makes the title more useful, add them—as long as they contribute meaningfully and avoid unnecessary length.

My rule of thumb: Aim for under 70 characters when possible to prevent truncation on smaller screens. If extra details noticeably boost relevance, include them while keeping an eye on overall effectiveness.

Keep Titles Consistent with Landing Pages

Google compares your product title, description, and landing page to check for consistency. Mismatches can lead to a poor user experience, and customers may lose trust if the title doesn’t match the landing page details.

Examples

• Ensure that color, size, brand name, or other important details are consistent across your ad and product page.
• If you highlight a particular feature in your title, mention it again in the product description.

Conduct Ongoing Tests & Iterations

It’s important to continue refining your titles rather than setting them once and forgetting about them. Data from Search Terms reports in Google Ads can provide useful insights for testing different ways to label your product.

What to Test

• Whether including the brand name makes a difference.
• Changing the order of attributes.
• Trying alternative synonyms that might capture a higher search volume.

Even small tweaks in phrasing can lead to notable differences in clicks and conversions. For instance, performing regular feed audits on a monthly or quarterly basis can offer valuable insights.

Emphasize User Intent

If customers commonly search for “women’s fleece jacket” instead of “women’s winter coat,” that should influence your title structure. Use tools like Google Trends and your own search term data to see which words users favor.

Rely on the numbers and adjust your titles to match the user intent that your customers express.

Monitor & Update Titles Regularly

Markets change, seasons turn, and search habits shift. A title that works well today might lose its effectiveness later.

My Routine

1. Perform regular feed audits on a monthly or quarterly basis.
2. Look for new high-volume terms.
3. Add them to your titles.
4. Remove any outdated information that no longer brings value.

For seasonal products such as Christmas ornaments or Halloween costumes, update titles to reflect current trends.

For more strategies, see How to Scale Google Shopping.

Proof That Title Optimization Works (Case Studies)

Evidence shows that investing time in clear and accurate titles pays off. The table below highlights how real brands benefited:

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For example, Zoobgear experienced a 250% increase in clicks simply by including key product details.

In another experiment with 20 furniture items, updating each title with the brand, style, and relevant color led to a 147% increase in impressions over four weeks and a 67% jump in clicks. When product titles accurately reflect how buyers search, Google rewards you with improved performance.

Common Pitfalls to Avoid

Even when following these tips, a few pitfalls tend to recur.

1. Forgetting to Include the Brand: Some assume that the brand isn’t important. However, data shows that searches including brand names yield higher click rates because customers tend to trust familiar names.
2. Keyword Stuffing: Avoid packing every possible synonym into your title. Focus on clarity and accuracy rather than forcing too many keywords.
3. Ignoring Seasonal or Trend Shifts: Failing to update titles with seasonal terms or trending items can reduce traffic. Staying current is key, especially in fashion or holiday-related markets.
4. Using the Same Titles for All Ads: Every product is different. Using a one-size-fits-all title for variants means you miss the chance to address specific search queries.
5. Messy Data Feeds: Inaccurate feeds with blank brand fields, placeholders, or errors lead to poor titles. Regularly maintain your data to keep titles accurate.