Your product title is the most important field in your Google Shopping feed. It determines which queries you match, where you rank, and how many shoppers click. Most merchants use whatever title their website has. The best merchants optimise titles specifically for Shopping — and see 30%+ CTR improvements as a result.
Trajekt's rules engine lets you restructure product titles at scale — prepend brand, append size and colour, remove marketing language — without touching your website.
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AI title generation
Trajekt's AI Rules can generate optimised titles based on your product data — including attributes that exist in your product record but not in the original title.
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Query matching
Good titles match the way your customers search — not the way your brand describes products. Include the specific terms shoppers type, in the order they typically search.
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Category templates
Different categories have different optimal title structures. Apparel needs brand + name + gender + colour + size. Electronics need brand + model + spec. Trajekt's templates handle each category correctly.
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Marketing language removal
Titles like "Amazing Value Men's Jacket" waste characters and confuse Google's matching. Trajekt rules remove promotional language and replace it with searchable attributes.
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Live rewriting
Title rules apply on every feed refresh — so when you update your product data, your Shopping titles update automatically without any manual intervention.
FAQ
Frequently asked questions
Your product title is the primary signal Google uses to match your product to search queries. It also directly influences whether a shopper clicks your listing — a clear, descriptive title showing exactly what's being sold outperforms vague or brand-centric titles. Google uses titles for semantic matching, so including specific attributes (colour, size, material) helps match your products to more precise, higher-converting queries.
Optimal structure varies by category: Apparel: Brand + Product Name + Gender + Colour + Size (e.g. "Barbour Beaufort Wax Jacket Men's Navy XL"). Electronics: Brand + Model Number + Key Spec + Type (e.g. "Sony WH-1000XM5 Wireless Noise Cancelling Headphones"). Home & Garden: Brand + Product Name + Key Attribute + Size (e.g. "Le Creuset Round Casserole Dish Cherry Red 24cm"). Include the most important attributes first.
For recognised brands (Barbour, Nike, Sony), yes — put brand first as shoppers often search brand + product. For lesser-known brands where product type drives discovery, product type or key attribute first may perform better. Test both variants. For private label products, product type first typically outperforms brand first.
Never include in Shopping titles: promotional language ("Amazing", "Best Value", "Sale"), comparative claims ("Better Than"), subjective quality claims ("Premium", "Luxury" without substantiation), call-to-actions ("Buy Now", "Shop Here"), excess punctuation, ALL CAPS words, URLs or website names, and brand name multiple times. These waste characters and can cause policy issues.
Google allows up to 150 characters. The visible length in Shopping results varies by device and format — approximately 70 characters on mobile, more on desktop. Prioritise your most important attributes in the first 70 characters (they always show) and use the remaining characters for secondary attributes. Most merchants leave significant title real estate unused — expand your titles with relevant attributes.
Google Shopping results show truncated titles on mobile — the first ~70 characters. Design titles so the most critical information appears within the first 70 characters: brand + product type + primary attribute. Secondary attributes (size, colour, material) can follow. Desktop shows more text but prioritise the most important information first regardless of device.
SEO titles (H1/page title) are optimised for both user readability and search engine crawling — they need to work as page headings. Shopping feed titles are optimised purely for query matching and click-through in the Shopping results interface. Feed titles can be more attribute-dense and keyword-rich than page titles. Trajekt lets you maintain different titles for your website and your Shopping feed.
In Google Shopping campaigns, you cannot A/B test titles directly. Instead: create two similar product groups in your campaign, create rule variants in Trajekt with different title structures for each group, run both for 2-4 weeks with consistent bids, and compare CTR, impression share, and conversion rate. Rotate the winning structure to your full catalogue.
Yes. Trajekt's AI Rules can rewrite product titles based on instructions you provide — for example: "Rewrite the title to follow the format: brand + product name + primary colour + size. Use only information present in the source title, brand field, colour field, and size field." AI title rewriting works well for large, diverse catalogues where different product types need different title structures.
Each variant (size, colour) should have its own title including that variant's specific attribute — "Barbour Beaufort Wax Jacket Men's Navy XL" vs "Barbour Beaufort Wax Jacket Men's Olive L". This specificity helps Google match each variant to the right query and helps shoppers identify exactly which variant they're seeing. Trajekt automatically appends variant options to titles.
Highest-impact title changes: 1) Adding brand name if missing, 2) Including product type or category descriptor, 3) Adding key variant attributes (colour, size), 4) Removing promotional/marketing language, 5) Moving the most important attribute to the front of the title. These changes consistently deliver measurable CTR improvements across UK merchants.