The 10 sources for product title keyword research
One of the key product ranking factors in Shopping Ads is RELEVANCE. Improved relevance means more impressions, clicks and conversions. It has all to do with making sure that Google is better able to match your product to search terms potential buyers are using. In this article you will find out what tools and sources you can use to optimize your titles.
The most effective way to optimize your relevance is by optimizing your product titles. Make sure to read our article with all the best practices in title optimization.
You need to know what people search for. By using your customers’ language in your product title, you increase the chance of showing your ads for relevant search terms.
Producthero Optimizer is a perfect tool to optimize and enrich your product title. It gives you the possibility to add terms to your titles that were not in your content yet.
The 10 research sources
1. Your Shopping Ads search term data
What buyers that clicked on a shopping ad actually searched for is of course the most valuable source of information. You can analyze the search term reports of your shopping campaigns, Producthero Optimizer does it for you. Take for example this product:
Producthero analyzes the relevant search terms:
..and suggests words you can drag-and-drop to your product title:
When you run regular shopping campaigns this search terms data is available in Producthero optimizer. If you use Smart Shopping campaigns search term data is not available. Then there is still lots of sources you can use enrich and optimize your product titles in Producthero Optimizer. In all the steps you will find out where you can find the gold:
2. Your text ad campaign search term data
Analyze the search term reports of the text ad campaigns in your Google Ads accounts. What are words in high converting search terms that you do not use in your Product titles yet? Add them to your titles!
3. Your product content
Analyze the product page and images. What are important words or characteristics that describe the product and are not yet in the product title?
4. Product attributes
Look at the product attributes. I many cases they are already in your feed, but sometimes not in the title. Think of color, gender, material, brand, etc.
5. Google Trends
Are you using and focusing on the words most of your customers are actually using? With Google Trends you can compare analyze the search volume on generic words that describe the product.
6. Google Suggest Data
One of the easiest way to get an impression of your customers’ language is just type in some words in google and see what Google suggests:
7. Google Keyword Planner
8. Your competitors
Search for your products in the Google and the Google Shopping tab. What product titles do your competitors use? Analyze their product pages. Discover words and characteristics your competitors use that you can add to your titles.
9. SEO Tools
Keyword research is not new. It has been done by SEO’s for years. And there are great free and paid tools that can help you. Think of Ubersuggest, Moz, SEMrush, KWFinder.
10. Common sense
Last but not least… What would you search for when you were looking for a specific product? 🙂 Do you see important words and characteristics that are not in the title yet?
Product title optimization is a very effective way to increase the volume of your shopping campaigns without increasing your bids. In this article we discussed several sources you can use in your research for improved product titles. You can easily add all your findings in Producthero Optimizer, our tool to enrich product titles for Shopping Ads.