In a previous article, we have shown how to optimise your product's title in order to get more sales. This refers, mostly, to products in the electronics category.
Today, we will do the same for the apparel category.
As you can understand, the attributes we will be using are different as is your customer audience. Again, we need to use attributes from the product feed to change the product's title attribute. The goal is for the title to contain all the specific keywords required for the apparel category, which is a proven tactic to attract more customers. Therefore, titles like "Satin Full Slip" must be changed as they contain little information for the customer, and can result in reduced customer engagement and sales.
The first step to improve your product title on Google Shopping for this particular category and get more clicks and conversions is to identify the right attributes for your products.
The required attributes for the apparel category are:
- Title - You will find the product name usually stored in this attribute (ex. 'Night Dress'). The maximum characters allowed are 150, which is more than enough space to add attributes. However, do not abuse it because Google Shopping will remove the products that are not using the attributes correctly - definitely not something you want to happen. You can see all the restrictions in the attribute title in Google's specification sheet.
- Gender - The values of the gender attributes can be: male, female and unisex, according to Google specification sheet. The problem here is that titles don't display well (ex. "Female Satin Full Slip"). To fix this, you can replace "female" with "women's" (i.e."Women's Satin Full Slip").
- Brand - The brand attribute is just a text representing the designer/brand for your apparels (i.e. 'Victoria’s Secret').
- Color - The color attribute is self-explanatory. It represents the color of the product (i.e. 'Red', 'White', 'Black', etc.).
- Size - The size attribute represents the size and it can be one of the following: 'XXS', 'XS', 'S', 'M', 'L', 'XL', 'XXL', etc. It can also be represented as a number, according to the size system of the country you are advertising.
- Material - In the material attribute, you indicate the main fabric of your apparel product (i.e. 'Silk', 'Satin', etc.).
- Pattern (optional) - It indicates the graphic pattern of your product (i.e. 'dotted', 'striped' etc.).
Creating Optimal Product Titles
Let's say that you have this product title: "Satin Full Slip". It already has the material (Satin).
Go on and add the gender, color, and size. The title will look like this: "Women's Satin Full Slip Brown 18".
We have added 'Brown', which is, of course, the color and the '18', which refers to the size.
Let's do another one; one that includes the brand attribute. The title could be "ASOS Women's Satin Full Slip Brown 18". Take a closer look at it. See the various attributes in the title? It has the brand, gender, material, colour, and size!
All that combined will give your ad performance a serious boost because you offer your customers more information, which will minimise the time they spend searching for a specific product.
Here is a well-made Google Shopping ad:
You have learned how to craft a good product title for your apparel products in Google Shopping, so start optimising your product titles accordingly and see your sales skyrocket! Now, if you are looking for other categories like books or electronics, we've got you covered too.