In Paid Shopping, product titles might seem like a minor detail. In reality, they determine whether your campaigns are seen, and whether they convert. A strong title captures attention, increases relevance, and helps algorithms understand what your product is about. Better titles directly improve click-through rates by making your product more recognisable and relevant than the competition. In practice, we see that titles, data and AI are increasingly merging into a practical foundation for better shopping performance.
The role of the title: visibility starts with relevance
A product title is more than just a name. It’s one of the most important signals algorithms use to decide if an ad is relevant. Effective optimisation starts with placing the main keyword at the beginning. By combining data from Google Ads and Search Console, you can identify which terms actually drive conversions, and use those insights to craft your titles.
Context matters too. Attributes like size, colour or product type help match user intent more precisely. Since space in shopping ads is limited, every word must earn its place. The more specific the title, the better the match with what people are searching for.
Each product category also has its own best practices. A fashion or beauty brand requires different title attributes than a DIY or electronics retailer.
A well-structured title not only improves visibility, it makes your product stand out in comparison to competitors like Wehkamp or Zalando.
From practice: scalable optimisation with the Shopping Optimizer
The Shopping Optimizer compares product titles with all the search terms a brand ranks for organically in Google Search Console. Any relevant term not yet in the title is automatically added via the cloud.
In partnership with ProductHero, we use Products AI to detect colours and attributes in product images, even when they’re missing in the text. For example, the tool detected the colour orange in product photos for CROP Non Paints and added it directly to the title.
The result: far less manual work, streamlined bulk optimisations, and enriched feeds powered by visual data, all automatically.
The foundation: a rich, up-to-date product feed
The product feed is the core of every campaign. The better the feed, the stronger the performance. Tools like Channable and ProductHero help automatically enrich product data, reducing dependence on developers and enabling marketing teams to move faster.
Data update frequency is key. Many retailers refresh their product info just once a day, causing ads to run for out-of-stock items. “We still see this happening at scale with larger retailers. That’s a huge source of waste.” Connecting your system via an API like Magento enables real-time stock updates, which reduces ad waste and increases campaign reliability.
This is especially important during peak moments like Black Friday. Promotions can now be added directly in Google Merchant Center, including discount codes, something previously only possible in Search. It gives brands more freedom to showcase offers within the shopping network.
The connection: from shopping to marketplaces
What works in Google Shopping also works on marketplaces. The same techniques used for title optimisation and feed enrichment can be applied to platforms like Bol and Amazon.
But there are differences. Google understands synonyms better, while Bol still relies more on literal keyword matching. As a result, longer titles with multiple keywords often perform better on Bol, while Google penalises overly long, repetitive titles.
By using one central feed and reusing data smartly, you create a consistent approach across all channels. The optimisation done for Google can be immediately rolled out to marketplaces, expanding the impact of a single strategy.
Looking ahead: AI and the evolution of product data
The next phase of shopping, already being rolled out by Google, is no longer just about data, it’s about experience. Features like product on yourself and 360° models let users visualise products on themselves or explore them from every angle. Currently being tested in the US, this tech signals a shift toward more immersive shopping experiences.
AI-generated visuals and videos will also play a bigger role. Future product feeds will include not only text and price, but dynamic content that’s automatically enriched. Google’s models are getting better at preserving original product imagery, understanding what matters, and adding context rather than noise.
Image quality remains a key differentiator. In highly visual markets like fashion and beauty, great photography defines brand strength. Strong lifestyle images or colour variants improve both CTR and brand perception.
This shift is making product data more personal and interactive. The feed is evolving from a data layer into an experience hub, where imagery, context and personalisation converge.
The power of a well-built foundation
What used to be manual work is now largely automated. By connecting titles, data and imagery intelligently, you create a solid foundation for higher-performing campaigns. The results at Hunkemöller and CROP Non Paints prove that success starts with the feed.
With Google’s new features currently being tested in the US, it’s clear that feed quality will only grow in importance. Brands that get their product data in shape now will be the first to succeed in a shopping landscape that’s shifting from clicks to experience.
