Google Merchant Centre announced a few weeks ago that it would introduce short titles to product ads. This brand new tool signals a departure from the current ‘Title” tool and instead uses the “Short Title.”
Many Google Ads agencies, PPC specialists, and marketers have welcomed this news. Marketers can now optimize product titles to a greater extent than before in the Google Merchant Centre. This is excellent news for advertisers and their clients.
Let PPC Geeks examine this new tool in more detail and see what it means for B2B and B2C marketers.
What are short titles for product ads?
As the name implies, short titles are best used to identify the product you wish to advertise quickly. These titles are displayed in the context of someone browsing the web soon, so it is essential to grab the attention of your potential customers as early as possible.
Google’s introduction of the Merchant Centre with this new attribute, which is optional, has allowed ad managers to be concise and direct when writing about products.
The introduction of short product titles has been well received. However, marketers should know some essential points: your titles must be between 5 and 65 characters long.
While short and allowing more time to be spent on other things, this new tool has yet to make copywriting easier. It may be even more difficult for those who need more discipline to be concise.
Short titles for products, regardless of whether they are from a PPC company in Manchester or London, could improve the optimization of Google Ads ads, mainly Google Display Ads.
Where will short titles for products be shown?
The new titles will be displayed in areas where internet users spend the most time. These include shopping ads delivered by a Google Shopping agency. Gmail campaigns and a significant portion of Google Discovery ads are also included.
Short titles are entirely optional. They should only be used if the product is suitable for them.
Understanding the differences between a ‘Title” and a “Short Title.”
The primary title is more likely to match a product’s landing page to the customer’s search term because it’s intended to be as comprehensive as possible. A short title, on the other hand, acts as a vehicle to provide a concise, descriptive, and brief identification of your product.
This new feature, while optional, is essential because your products may only sometimes be displayed across the entire Google Network when you use ‘Short Titles.’
Short titles for product ads: Best practices
These best practices are a guide for all experts and Google Ads specialists. These points will help you go beyond the basic advertising models and requirements and maximize your product data and creative output.
- Limit your short titles to 65 characters or less – Customers will only read the first 65 characters in a title. It is essential to limit short tags to no more than 65 characters. Customers may also see fewer characters on screen than you think, depending upon the size of their screens.
- Prioritize your most important points – In just a few short years, the average attention span of a person has dropped from 12 seconds to 8 seconds. A user will likely need to read your full product name when considering this. It’s, therefore, essential to write titles that are as concise and clear as possible and prioritize the most critical information. This is especially important because people will be scrolling quickly through your products.
- Include the Brand Name. If your brand is an important, differentiating, or enticing selling feature, you should include it in your product titles. Include your brand name to help users understand what makes your products unique. People are loyal to brands. Therefore, having your brand could determine whether or not you sell the product.
The following best practices are essential, as users will scroll past your ads without adhering to them, regardless of whether you’re an expert or have performed an audit.