Video Transcript
The one common mistake that people seem to make over and over again.
The one that’s hurting their performance without them even realising is so easy to fix it’s not even funny.
Today, I’m gonna tell you what it is, how to fix it, and why sorting it now can literally make or break your results come Black Friday and Christmas.
Let’s get into it.
SECTION 1 – WHAT’S THE MISTAKE?
Poorly structured product titles.
To put it bluntly, feed titles are generally
Too vague.
Too generic
and have Too many words in the wrong order.
Again these are just my opinions but there based on years of experience and testing.
Im gonna use lighting as my examples because for some reason it seems that the lighting industry have a mental block when it comes to titles so im gonna put a stop to that today.
I’ve seen listings like:
“Ceiling Light Round LED Modern Metal Chrome Warm White”
All that is is a bunch of words.
It doesn’t help anyone
On the face of it it might seem ok but theres a better way.
This type of title will waste budget as you’ll
end up showing up for lots of the the wrong searches, or not showing at all.
The problems structure.
Google’s algorithm likes specific product attributes, in the right order,
So it can understand what you’re trying to sell so it can match it with intent.
Don’t get me wrong with PMAX and Demand Gen its got miles better and I know ther’ll be loads of people screaming at the screen now saying what a load of rubbish but I guess im still old school about it and like structure.
Im a massive believer in keeping things simple stupid.
SECTION 2 – HOW A BAD TITLE COSTS YOU
So what am I suggesting?
Now, feel free to ignore it but what’ve you got to lose by testing it. I reckon you’ll be quietly surprised and end up changing all ya titles to the structure Im about to share.
OK
Let’s say someone searches for “dimmable kitchen pendant light.”
If your title just says:
“Modern LED Pendant Chrome”
you’re not winning the click.
And
Google’s less likely to show your ad in the first place.
So your visibility tanks, your CPCs go up, and your return? Rubbish.
SECTION 3 – THE FIX
Here’s how to sort it.
[Type] + [Style] + [Key Attribute] + [Room] + [Brand or Collection]
So instead of:
“LED Ceiling Light Chrome Modern”
Try:
“Ceiling Pendant Light – Dimmable Black Metal – Kitchen – [Brand Name]”
Use pipes or dashes to break it up for readability — but the orders what matters.
Using this formula makes your titles longer, gets more keywords in there whilst still making em readable to a human.
If your using a feed optimiser you’ll be use to sending different titles up to Google without so they don’t end up messing up your on page titles.
But Following my suggestion they’ll look good on both which ull provide consistency between your ads and landing pages.
Which in turn will improve your ad rank.
B-roll suggestion:
- Split screen: bad title vs optimised title
- Spreadsheet showing feed before & after
- Google Merchant Centre “Product diagnostics” tab
[Midway Sales Pitch]
Im Mark Farrell, the owner of Rocket Reach PPC.
If you’re running Google Ads in the home and garden space and arnt happy with the results you’re getting then let me take a look.
All you’ve got to do is go to www.rocketreachppc.com click this button. Fill in a few simple details and request a free PPC audit today.
I’ll personally look over your account and fire over a no nonsense video that shows all of the changes you need to be making to get better results quickly.
No hard sell
No Pressure
Just great advice
If after receiving the video you want an expert to work on your account to save you the time then give me a shout.
Either way, you’ll walk away with some really useful information.
Head over to www.rocketreachppc.com now and request your completely free Audit today
SECTION 5 – DON’T LEAVE THIS TOO LATE
[Cut to: calendar flipping to Q4 months]
Keeping with the lighting theme
The lighting sector gets really busy in Q4 i.e. Black Friday onwards as all the cosy indoor refurb projects start just in time for Christmas.
If your feed’s not sorted before the rush, you’re just gonna burn through budget on rubbish clicks and miss sales you could’ve had.
What I’m saying is you need to start updating your titles as soon as possible.
Don’t wait until November
My guess is if you think you need to change some titles you’ll probably need to change em all
And doing em all at once will will just kick your ads into a learning phase.
Im saying do them well in advance and do them in small batches.
Updating product titles It’s an easy win that will not only pay dividends when you’re entering into the crazy season but will also improve sales all year round.
Not to mention its a change that doesn’t involve having to increase budge.
If anything, better structured titles will lower your cost per click so make your budget go further.
Right — hope that helped.
Get fixing your feed titles now and save yourself thousands when traffic starts to ramp up.
Don’t forget.
If you liked the video, give it a like and subscribe and I’ll keep em coming
All thats left to say now is ill See you in the next one.
