WakeupData pleased to be supporting HiFi Klubben in expanding to new markets

We are proud to be working with Danish company HiFi Klubben to help with their ecommerce efforts in expanding to new European markets....

Using Custom Labels for Google Shopping campaigns

You probably already know the ways that you can create product groups on Google Shopping. They allow online merchants to split their product listings based on factors like Category, product Type, ID, Condition or Brand. But sometimes those factors can be limiting. That's where Custom Labels come in....

Ecommerce channels - Which is the right choice for you?

Do you want to build your online marketing strategy by expanding to new eCommerce channels? BUT......

5 Proven Ways to Increase Traffic as a Direct To Consumer Brand

There was a time when starting up a direct to consumer brand - as opposed to going through traditional retailer and re-seller routes - was only ever a pipe dream. The control was in the hands of distributors and they could choose how and which products to sell to mass audiences....

Amazon in the Nordics - Using your Amazon Ads

Last year we published at article about Amazon's imminent arrival in Scandinavia.  In this we stated that it was pretty certain that Amazon would have set up an ecommerce base in the Nordics by the end of 2018. And we were right....well ok, maybe half right....

How to use MPNs in Google Shopping

Manufacturer Part Numbers (MPNs) are a manufacturer-assigned, unique, alphanumeric value that is used to identify a product among other products from the same manufacturer....

Google Hotel Ads - Digital Marketers Guide

Where are most people doing their travel research? We asked Google and the answer, unsurprisingly, was....Google....

5 ways to easily optimize product feed data (With videos)

We are following on from our previous look at what data feed optimization is and why it is necessary in the ecommerce industry. Here we outline 5 of the most common ways that users can easily optimize their product data feeds within a product feed management platform like WakeupData. ...

Merging data guide - How and why is it useful?

The ability to merge data to online merchant's product data feeds is one that can deliver great value by creating high quality content. In this article we'll take a look at some of the options available to merchants, digital marketers and ppc-managers when it comes to merging data, and how it can increase product data accuracy and integrity, enrich and optimize value to your campaigns. ...

How to set up an Amazon feed and start selling effectively

Amazon has over 300 million users worldwide, and that figure is rapidly growing....

How to optimize Google Shopping descriptions for the highest conversions

It might seem that the most important things in a product’s listing are ensuring you have high-quality images and optimized titles....

Google Shopping Title Optimization - how to improve conversions

The title which you choose to give products is one of the most important factors in ensuring a good performance of your Google shopping product listings. As we'll see in this article, optimized titles affect how Google's algorithm indexes your products and how your audience can easily understand what it is your selling and click through to your product listing.  This article will seek to outline how you can give the best possible product titles to your products in order to see the best possible ROI.    Why are titles so important?  Google's algorithm will use your titles to decide which search queries your listings will be applied to. What that means it that if you are missing certain important keywords that your target audience are searching for, you won't be listed in their search and will be miss out on a purchase.  But it's not just for algorithms that you need to be optimizing your product titles! They are for people too, who are coming and browsing your products. Therefore, your titles should outline product attributes in a clear and concise way so that your shoppers can immediately find out if your listing is worth clicking on.    How can titles differ? Titles need to be tailored to the channel on which you are selling (Google, Facebook, Amazon, Pricerunner, etc) as well as the product type. Shoppers browsing for clothes and apparel will place importance on brand and color, while those looking at building supplies might be more interesting in unique product IDs (SKUs) or the precise measurements of the product.  So it's about finding the keywords which your audience are searching for and making sure your titles include these so they are finding the right shoppers.   What does an optimized title look like?    Well, as stated above, this will depend on what you are selling. Each title will be optimized and structured based on the type of product - so it announces the most important keywords to your audience in the most impactful way.    Taking the straightforward step to optimize a title for Google Product Listings Ads can have a significant impact on your listings impressions and clicks. For example, Legeakademiet saw a 61% rise in conversions following optimization of their listings from WakeupData.     Focus on the keywords that are relevant for your specific listing. For example, model numbers are really important to be included in product titles to electronics or white goods but not so much when it comes to clothing.    It's also important to think about the order in which you place your keywords. Google gives more weight to those placed at the beginning of the title (hence in brand inclusion first in the image above). What's more, your shoppers will probably only see the first 70 characters of your titles, so the important info should definitely come first.  Finding your keywords So what we've learnt so far is that search-specific keywords are vital to the success of your Google product listing campaigns.  The best means of finding relevant keywords which your target audience are searching for is to use a Search Terms report in Google Ads. This will identify your audience queries and the most common searches which landed you conversions.  Reports like this can then help you start constructing optimized product titles.    Using Branded and Generic Titles  We mentioned above that the brand is important to a title, but what if you are not selling a specifically branded item? In that case, a generic title that includes other factors will be more relevant in engaging your audience.   Generic Product Titles When selling non-branded products, it's important to think of other keywords that are going to be relevant to your customers. Template: Color + Size + Product Type +Number of items  Example: Black Medium Ballpoint Pens (Pack of 50) There is no value to including the brand here as it isn't relevant to the specific product. Branded Product Titles In contrast, it's vital to include brand on branded product listings - around 82% of consumers are loyal to brand-products.  Someone who already knows the brand and has experience with them in the past in further down the funnel to making that crucial purchase decision. E.g: If my current Samsung Galaxy phone has broken, I'm more likely to search Google for "Samsung Galaxy phone" than "android smart phone" So it definitely makes sense here to include the brand as one of my primary keywords.  Depending on if you’re selling branded vs. non-branded products, you’ll need to adjust your keyword strategy accordingly. Try and think how your customer would be searching and then decide if brand is relevant enough to be added within the first few keywords. Now let's take a look at optimizing titles for specific industries    Clothing industry Title Templates In the clothing (apparel) industry, the most important attributes are, from a consumer perspective, fairly obvious. Think about some of the features which you'd want to see when searching for a new item of clothing: Brand, color, size, product type, gender, material   In the following couple of examples we've done some research to show some of the basic formulas that your Google Product Listing ads may follow.  Template: Brand + Feature + Product Type + Gender  Example: Under Armour + HeatGear Core + Long Sleeve Baselayer + Mens Template: Brand + Gender + Feature1 + Feature2 + Product Type + Color + Size Example: Canterbury + Mens + Vapodri + Woven + Run Shorts + Asphalt + XS    Electronics Title Templates For online merchants selling electronics, the keywords your shoppers are searching for may be very different from clothing shoppers.  They may have an exact product or size specifications that they have in mind - so the MPN or specific measurements may be important to include.    Template: Brand + Model + Size + Product Type + Operating system Example: Lenovo + 20ks003nus + 15.6" + Thinkpad E580 Notebook + Intel Core I Template: Brand + Model + Feature1 + Product Type + Color Example: Beats by Dr. Dre + EP + On-Ear + Headphones + Black   Jewelry Title Templates As with the other industries we've looked at so far, you want to including accurate, interesting keywords in your jewelry listings for Google Shopping. This includes factors like weight, shape, occassion, material. Let's take a look at a couple of examples.    Template: Metal+Occasion + weight + Style Example: Yellow Gold + Engagement Ring + 0.23 carat + Round Cut Diamond Template: Brand + material + Feature + Product type + ID number  Example: Pandora + smooth silver + clasp + bracelet + 590728   Related: What is the Google Manufacturer Center and how does it differ from the Merchant Center?    Conclusion Optimizing your titles for Google Product Listing ads can give significant improvements to your campaign success.  Titles are not only important for Google's algorithm, but for your shoppers as well. That's why, including the most relevant, useful information in your titles often leads to an increase in overall impressions, clicks and conversions from customers on Google Shopping.   In cases where you may have a relatively short product title, consider expanding by adding a search term alongside the usual specifications for your product (see example below). In this study by Crealytics, it was found that adding several more keywords to the search term dramatically increased the number of impressions. Of course it is a fine art to get the right titles to the right audience, so get in the habit of A/B testing your changes to the structure and keywords of your titles and descriptions.  Find out more about Selling on Google Shopping or check our guides to:   🖼️ Google Shopping images 📝 Google Shopping descriptions   Or get your FREE Google Shopping feed audit to find out what you need to optimize your performance:      ...