Optimise your product titles
Titles are the single biggest lever in a shopping feed. The right structure — the right words in the right order — lifts impressions and click-through without changing anything in your store.
A structure that works
A strong shopping title usually front-loads the words shoppers search. A reliable pattern is Brand + Product + Key attribute(s) + Colour + Size — for example 'Barbour Beaufort Waxed Jacket — Navy — XL'. Put the most important, most-searched terms first, because listings and AI assistants weigh the opening words most.
Build it with a rule
Use a title rule to concatenate fields — brand, title, a variant attribute, colour — into the order you want. You can add separators, capitalise consistently, and strip noise like internal SKUs.
Channel differences
Google rewards keyword-rich, structured titles. Social channels like TikTok often do better with shorter, punchier titles. You don't have to choose — set a different title rule per channel from the same catalogue.
Common mistakes to avoid
- Keyword stuffing or ALL CAPS — channels can suppress or disapprove these.
- Leading with a colour or size before the product name.
- Leaving promotional text ('SALE!!') in titles — it belongs elsewhere.