What are best practices for writing effective product titles in feeds?

I have optimized countless product feeds in my career, and one rule holds true: a clear product title can make or break your success. When I say “clear,” I mean titles that include the right keywords, present obvious product details, and welcome the customer immediately. Let’s break this all down step by step.

Why Product Titles Matter More Than Ever

I’ve seen many advertisers and store owners focus on images and descriptions while treating titles as an afterthought. That is a mistake. Here’s why:

1. First Impression: Titles are often the first (and sometimes only) text shoppers see before they click.
2. Search Relevance: Platforms like Amazon, Google Shopping, and others rely heavily on the words in your title to decide if your product fits a search.
3. Trust and Brand Recall: When a title starts with the brand name, customers quickly connect the product to a recognized label, building credibility and trust.

I also remember a client who drastically changed their titles overnight. After that, their click-through rate (CTR) jumped by nearly 20%. The reason was simple: the updated titles matched closely with what shoppers were looking for.

Start with the Brand Name

I like to begin every product title with the brand for a few reasons. For one, 93% of top-selling product titles do this (and often place the brand as the first word). I believe it sets a tone of honesty. Shoppers feel more comfortable clicking on something that is clearly associated with a known label, large or small.

But there’s a big question people ask: “what if my brand isn’t well-known?”, my answer: include it anyway.

Over time, you build name recognition, and your feed listings can become the first point of contact for users. If you consistently remind shoppers of the brand, you increase the odds of them coming back for repeat purchases.

Pro tip: Titles along with many other things can be optimized within minutes with out feed optimization tool, make sure to check it outl.

Incorporate Core Keywords and Category Aliases

One of the best moves I’ve made in my feed optimization work is weaving in category aliases. These aliases are variations of your main product category.

When I’m selling a “USB stick,” I’ll also include a synonym like “flash drive.” This simple trick captures more of the searches that matter.

I’ve seen product titles that were strictly “USB Stick, 128GB, Brand X” lose out on sales because people searching “128GB flash drive” never saw that listing. By including “flash drive” alongside “USB stick,” you capture both sets of queries, and yes, it can boost your visibility significantly.

Best practices for incorporating these synonyms:

• Do your keyword research. Tools like Google Keyword Planner, or data from your own site’s search bar, can reveal which variations people are using.
• Use them early in the title when possible. Search algorithms often give more weight to the first words.
• Limit the number. Research suggests 1–3 category aliases is usually enough to cover the bases without cluttering the title.

Highlight Essential Attributes

Attributes such as material, size, color, or special features often tip the scale in a buyer’s mind. If I’m searching for a “leather wallet for men,” I want to see “Leather” in the product title. If I’m looking for a “red T-shirt,” I’ll probably scroll past anything that doesn’t mention color in the title.

I’ve run tests on product feeds where I omitted color or size, and guess what? Conversion rates dropped.

Shoppers need immediate confirmation that the product matches their chosen specifications. Also, if platforms spot these details in your title, they are more likely to match your listing to relevant queries.

Keep Titles Clear, Concise, and Readable

I can’t stress this enough: clarity wins. I’ve met merchants who believe that more words equal more chances to rank. Not so.

There’s a sweet spot, about 75–100 characters, where you include enough information without getting cut off in search results. Long titles risk looking spammy and can confuse potential buyers.

A few quick pointers:

• Use title case. Capitalize all major words, but skip the short connecting words. This has been shown to improve readability.
• Avoid repetition. If you mentioned “flash drive” in the first part of the title, there’s no need to use it again multiple times.
• Make sense to humans first. If a shopper can’t quickly understand your product, they won’t click.

I sometimes encounter sellers who believe repeating the same keyword several times will boost their ranking. Instead, I suggest treating titles as if speaking directly to a busy shopper. You’ve got one chance, so make it count without sounding mechanical.

Use Digits for Numbers

If I’m scanning a feed, “2 pack” is easier to read than “two pack.” Research supports this: 97% of product titles analyzed use digits. When every character counts, digits work better; they are quicker to spot and process.

I’ve tested writing numbers as words on social shopping platforms, and the outcomes showed lower CTR for those titles compared to ones with digits. It’s a practical and concise approach that meets shopper expectations.

Add Value and Answer Questions

A product title isn’t just a line of text; it is a brief introduction. The best titles tell you what the product is, who it is for, and why it matters. I always ask myself two questions:

1. If I knew nothing else about this product, could I decide whether to click?
2. Does the title signal clear worth or uniqueness?

Titles should communicate more than a simple list of features. It is not about packing in every detail; it is about emphasizing the strongest selling points. Instead of “Brand X, Anti-Slip Yoga Mat, 6mm Thick,” I might say, “Brand X Anti-Slip Yoga Mat, 6mm, Extra Cushion for Comfortable Workouts.”

In tests, products with a clear unique selling point in the title achieved click-through rates up to 18% higher. That convinces me to focus on value-oriented text every time.

Use Symbols Sparingly and for Clarity

Overusing symbols can give a spammy impression. Still, a bit of punctuation can clear up your title. I’ve found that using simple separators like dashes for splitting two related pieces of information works well. Consider this:

“Brand X Flash Drive 128GB, USB 3. | Compatible with Mac & PC.”

This format separates key details so they are easier to scan. Around 70% of top-performing product titles I’ve studied use symbols like “-”, “/”, or “|” in a similar manner. Just be cautious with exclamation points or unusual symbols; you want a refined look rather than a flashy one.

Avoid Irrelevant Variation Information

It is confusing when a parent product listing includes specific details (like colors or sizes) that might not apply to every variant. If you sell T-shirts in various colors and sizes, mention “T-Shirt” and the brand in the main title but leave exact details—such as “Red, Large, Cotton Blend”—for the individual listings.

When the main title is overloaded with variations, it misleads shoppers who might assume the listing applies to all. Individual listings can have their own detailed titles, ensuring that each option is described accurately. I’ve noticed fewer abandoned carts when the product title clearly matches the image shown.

Insights from Case Studies and Expert Opinions

Here is some data that supports this method. According to a case study from Search Engine Land, improving product titles with targeted keywords and relevant details led to an 18% uptick in CTR. Even more impressive, when titles exactly matched a user’s search query, CTR climbed by 88%. This result really speaks for itself.

In another case, an advertiser working on Google Shopping ads experienced a 250% increase in clicks and a 94% boost in conversions by refining their product titles.

That was a turning point. The main lesson is, when you optimize titles for the way people shop—focusing on brand, features, and style—campaign performance improves significantly.

Expert guidelines also stress:

• Focus on customer intent. If a customer is searching for “pet hair vacuum,” your title should include “pet hair.” Don’t hide it.
• Keep them concise. Lengthy titles aren’t automatically better; they can reduce trust and search performance.
• Match the product’s real use. If it serves several purposes, mention that. If it is specialized, point out the specialty.

A Quick Story of Product Title Transformation

I once worked with a home décor boutique that struggled to make an impact on Google Shopping. Their product titles were generic, like “Modern Lamp, White.” We did four things:

1. Added the brand name at the start.
2. Incorporated a category alias (“lamp” and “light fixture”).
3. Specified the main feature (“adjustable height,” “ceramic base”).
4. Removed any unnecessary words to keep it around 80 characters.

In just three weeks, clicks increased by 30%. CTR improved almost immediately because shoppers found exactly what they expected. That is the impact of clear and accurate titles.

Key Elements of Effective Product Titles

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Putting It All Together

• Brand Name: Always place it at the start if possible.
• Core Keywords and Synonyms: Do research and add them near the beginning.
• Key Product Attributes: Include details such as color and size.
• Character Count: Aim for 75–100.
• Title Case: Keeps it neat and professional.
• Digits for Numbers: They are quicker to read and save space.
• Symbols for Legibility: Use simple dividers like dashes or pipes (“|”) moderately.
• No Variation Overload: Keep the main title general; specific details belong in individual listings.

I also like to perform small A/B tests when I’m unsure about certain elements. Platforms like Google Ads allow you to compare different title variations and see which one gets a better CTR. Let the data decide which version works best.