Optimize Product Titles
Many marketing agencies and representatives face the issue that product feeds are often in poor condition when initially retrieved from the client or the backend of the website. It is strongly advised to make changes to these feeds by changing existing data or adding additional information in order to maximize the impact the Shopping ads will have on the Google results page.
B2B selling is generally considered to be more challenging than B2C because the consequences of a purchase decision in a business setting are typically greater. B2B buyers are often more cautious and do more research before making a purchase. They may also be more specific in their search criteria, such as looking for a specific brand or model of a product. This is why it is important to include detailed product information, such as GTIN codes, in product titles and listings to make it easier for B2B buyers to find the products they are looking for.
Additionally, B2B buyers may also be looking for products that meet certain industry standards or certifications, so it’s also important for agencies to highlight any relevant certifications or compliance information in their product listings. Overall, B2B selling requires a different approach and more detailed product information than B2C selling to appeal to these more discerning, high-stakes buyers.
According to the Feed Marketing Report 2022 by DataFeedWatch, 20% of marketer apply great changes to their product attributes before submitting them to ad platforms, and 14% of all changes are, in fact, related to product titles. These in-depth edits are either a completely new version of the product name or a serious revision to it with the replacement of multiple words.
Benefits come in a wide variety of forms when product titles are re-optimized. These include increases in the following:
- overall impressions (views of the ad)
- likelihood of clicks (CTR)
- likelihood of a website user making a purchase (conversion rate)
Source: Feed Marketing Report 2022 | DataFeedWatch
As a good starting point, we advise using a structural template in order to get a feel for how to rewrite your product titles. It is important to be competitive and therefore have an insight into industry-set standards for different product categories.
Here are some examples of title structures used for a few B2B product categories that may be seen on Google Shopping:
- Industrial equipment: {Brand Name} Heavy Duty Drill Press – GTIN 123456789
- Office supplies: {Brand Name} Executive Leather Office Chair – GTIN 987654321
- IT products: Brand Name Enterprise-Grade Network Router – FCC Approved – GTIN 222222222
(Please note that these are not real brand or GTIN codes.)
For high-level product title optimization, we recommend using performance analysis to enable you to find niche changes to create product titles. The Google Search Terms Report is an excellent way to identify keywords that have a high purchase intent. Ahrefs and SEMrush are also recommended.
