If the title is the keyword of Shopping, writing titles is the Shopping task with the highest return per hour. And the one most often delegated to the manufacturer ("Air Zoom Pegasus 41") or to the ERP ("SHO-NK-PEG41-BL-38"). This lesson gives you the formula and its exceptions.
Two readers, one title
The title has two audiences with different needs:
- Google reads the full 150 characters to match searches: the more relevant attributes, the more searches it covers.
- The person sees the first ~70 characters in the listing (fewer on mobile): that is where what identifies the product, and what they typed, has to be.
Rule: what matters first (the 70 visible ones) and what supports it after (up to 150).
The formula by vertical
| Vertical | Recommended order | Example |
|---|---|---|
| Fashion | Brand + Gender + Product type + Attributes (colour, material, size) | «Nike Women's Running Shoes Pegasus 41 Blue» |
| Electronics | Brand + Model + Type + Key spec | «Samsung Galaxy S26 Smartphone 256 GB Black» |
| Home / furniture | Product type + Material + Dimensions + Brand/Style | «Dining Table Solid Oak 180 cm Nordic Style» |
| Consumables / food | Brand + Type + Variant + Format/quantity | «Nespresso Coffee Capsules Intenso Pack of 50» |
| Spare parts / B2B | Type + Compatibility + Reference + Brand | «Oil Filter Compatible Golf VII 1.6 TDI Bosch F026» |
| Seasonal / gifts | Type + Occasion + Attribute | «Gourmet Gift Hamper Christmas 12 Products» |
The logic: in fashion people search by brand and gender; in electronics by brand and model; in home by type and dimensions; in spare parts by compatibility. The first element is how people search in that category — and the search terms report tells you that (module 5).
What must NOT be there
- CAPITALS or promotional symbols (!!!, ★): disapproval or limited visibility.
- Promotional copy («sale», «free delivery», «best price»): it does
not belong in the title; it belongs in
sale_price, shipping and promotions. - Empty adjectives («amazing», «premium quality»).
- Internal references (the ERP's SKU) taking up the first characters.
- Repetition of the same word (keyword stuffing): it does not improve relevance and it makes the listing ugly.
- Information that is not about the product (the shop's name, "online shop").
Method for rewriting a catalogue
- Export the Shopping search terms from the last 90 days with conversions and group them by category: that is the vocabulary that converts (brand first or type first, which attributes get mentioned).
- Define the title template per category (the table above, adjusted with your vocabulary).
- Generate the new titles from the feed attributes (brand, type, colour, size…) with rules or a supplemental feed (lesson 4): not by hand, product by product.
- Apply it to a pilot category, compare for 3-4 weeks (impressions, CTR, conversions per product) and roll it out.
- Keep the previous title: if the new one performs worse, you go back.
The description: the second title
Up to 5,000 characters, of which Google reads a good deal more than the user does. Use it for the vocabulary that does not fit in the title: synonyms («trainers», «sneakers»), uses («for tarmac and light trail»), compatibilities, materials, full dimensions. First 2-3 sentences carry the essentials (they show in the expanded listing); no promotions, no links; no copying the manufacturer's description word for word if you can avoid it.
Before / after example
| Title | Result | |
|---|---|---|
| Before | «Pegasus 41» | Only shows for model searches; low CTR (no brand, no type) |
| After | «Nike Pegasus 41 Women's Running Shoes Blue Size 38» | Shows for «women's running shoes», «nike running», «pegasus 41 women's»…; the listing says what it is |
In a real fashion account, rewriting one category's titles by template raised impressions by 60 % and conversions by 35 % in six weeks, without touching bids or budget.
💡 Ninja trick: the Shopping Ninja proposes new titles per product from three sources: the feed attributes, the category template and the search terms that converted for that product — the real vocabulary. And it delivers them ready for a supplemental feed: the original title on the website is never touched.
What you should remember
- Two readers: Google reads 150, the person sees 70. What matters first.
- Formula by vertical: brand first (fashion, electronics) or type first (home, spare parts), depending on how people search.
- No capitals, promos, adjectives, SKUs or repetition.
- Rewrite by template and with the vocabulary that converts, one pilot category at a time, keeping the previous title.