Master Product Titles for Google PMax & Shopping Campaigns

Updated on April 6, 2025

So, you’re running an online store and trying to get your products seen on Google. You’ve probably heard about Google Performance Max (PMax) – it’s Google’s newer, all-in-one campaign type that shows your products across YouTube, Display, Search, Shopping, and more. It’s powerful, but it relies heavily on the information you give it, especially the details in your product feed.

And maybe the most essential piece of that feed? Your product title.

It sounds simple, but getting your product titles right can make a huge difference in whether people find your products, click on your ads, and ultimately buy from you. Let’s dive into how to make your titles work harder for your business.

First Off, What’s a Product Feed Again?

Think of your product feed as a big spreadsheet or file that lists all your products and important details about them—things like the product name (title!), price, brand, color, size, availability, and a link to the product page. You upload this feed to Google Merchant Center, which is like the central hub Google uses to pull your product info for Shopping ads and PMax campaigns.

Why Product Titles Are Such a Big Deal for Google Shopping & PMax

When someone searches on Google for something you sell, Google’s system quickly scans the product feeds from different stores to find the most relevant matches. Your product title is one of the first things it looks at.

A clear, detailed title helps Google understand exactly what your product is, making it more likely to show your ad to the right person. It also allows the shopper to see if your product matches what they want instantly.

Consider these examples for men’s running shoes:

• Bad:Men’s Shoes
  • Why it’s bad: It’s way too vague! Google has no idea what kind of shoes, what brand, or what size. It probably won’t show up for many relevant searches.
• Better:Men’s Running Shoes Size 11
  • Why it’s better: Now we know the type and size. This is more likely to match searches like “size 11 running shoes for men.”
• Best:Nike Air Zoom Pegasus Men’s Running Shoes Size 11 – Black/White
  • Why it’s best: This tells Google and the shopper almost everything they need to know upfront: the brand (Nike—builds trust!), the specific model (Air Zoom Pegasus), the type (Running Shoes), the audience (Men’s), the size, and the color. Someone searching for “black Nike running shoes size 11” is very likely to see and click on this.

The more specific and informative your title is, the better Google can match it to relevant searches, and the more likely a potential customer is to click because they see exactly what they want. For PMax campaigns, especially, giving Google this rich detail helps its automated system make more intelligent decisions about where and when to show your ads. Google often reports improved conversion value for advertisers using PMax effectively, and good titles are a cornerstone of that effectiveness.

What Goes Into a Great Product Title?

A winning product title usually includes these key ingredients:

1. Brand Name: People often search for specific brands (e.g., “Sony headphones,” “Levi’s jeans”). Include it!
2. Product Type/Name: What is it? Be descriptive (e.g., “Wireless Noise-Cancelling Headphones,” “Straight Leg Jeans”).
3. Key Attributes: What makes it distinct? Think size, color, material, quantity, key features (e.g., “Size 8,” “Midnight Blue,” “Organic Cotton,” “Pack of 3,” “Waterproof”).
4. Audience (If needed): Gender (Men’s, Women’s, Unisex), Age Group (Kids’, Baby, Adult).

Let’s look at another example:

• Bad: Red Dress
• Better: BrandiMax Summer Red Dress – Women’s
• Best:BrandiMax Women's Summer Red Maxi Dress – Lightweight Cotton – Size 8
  • Why it’s best: We have the Brand (BrandiMax), Audience (Women’s), Season/Style (Summer), Color (Red), specific Type (Maxi Dress), a key Material (Lightweight Cotton), and Size (8). Someone looking for a cotton maxi dress in their size is much more likely to find and consider this.

How to Write Better Titles: Strategies & Best Practices

Okay, knowing the ingredients is one thing; putting them together effectively is another. Here’s how:

1. Know What People Search For: You need to get inside your customers’ heads.
   • How: Use tools like Google Keyword Planner or paid tools (like Semrush, Ahrefs) to see what terms people use. Look at Google Trends for seasonal terms. Check the Search Query Report in your Google Ads account – this shows the actual searches that triggered your ads! Also, look at what search terms people use on your own website’s search bar. See what words your competitors are using in their successful titles.
2. Put Important Stuff First (“Front-Loading”): People scan quickly online, especially on mobile. Put the most critical info – usually the brand and product type – at the beginning of the title where it’s most likely to be seen.
   • Example: Sony WH-1000XM5 Wireless Noise-Cancelling Headphones - Black is generally better than Black Wireless Noise-Cancelling Headphones - Sony WH-1000XM5.
3. Use a Consistent Formula (Most of the Time): Sticking to a general pattern helps customers compare items easily and helps Google categorize things. A typical starting point is: [Brand] + [Product Type] + [Key Attribute 1] + [Key Attribute 2] + [Size/Color/etc.]
   • Apparel Example: Patagonia Men's Better Sweater Fleece Jacket - Size Large - Stonewash Grey
   • Electronics Example: Samsung 65-Inch QLED 4K Smart TV - QN90C Model (2023)
   • Home Goods Example: Le Creuset Signature Enameled Cast Iron Dutch Oven - 5.5 Quart - Cerise Red
   • Be flexible: Sometimes a slightly different order makes more sense depending on the product and how people search for it. The key is clarity and including the essential details.
4. Write for Humans, Not Just Robots: Use clear, natural language. Don’t stuff titles with repetitive keywords or use excessive jargon. Make it easy to read and understand.
5. Use Capitalization Wisely: Use Title Case (Capitalizing The First Letter Of Most Words) or Sentence Case (Capitalizing only the first word and proper nouns). Avoid using ALL CAPS, which looks spammy and unprofessional.

Getting More Clicks and Sales from Your Titles

Good titles aren’t just about showing up; they’re about getting clicked and leading to a sale.

• Keywords Drive Relevant Traffic: When your title includes the specific terms people are searching for, you attract visitors who are genuinely interested in that exact product. This usually means they’re more likely to buy.
  • Action Step: Regularly check your Search Query Report in Google Ads. See which searches are bringing in clicks and sales? Can you tweak your titles to better match those winning terms? Are irrelevant searches triggering ads? Maybe your titles need to be more specific.
• Test Your Titles (A/B Testing): You don’t always know which title performs best until you test it. Try creating slightly different versions for the same product and see which one gets a better click-through rate (CTR) and conversion rate.
  • How: You might need feed management software or use feed rules in Google Merchant Center to run tests effectively across many products.
  • Example Test: For women’s sandals:
    • Title A: Birkenstock Arizona Women's Leather Sandals - Black - Size 39
    • Title B: Birkenstock Women's Arizona Sandals - Size 39 - Black Leather
  • Track the results over a week or two (make sure you have enough clicks/impressions to trust the data) and see which style works better for your audience. Then, apply those learnings!

Going Deeper: Feed Optimization Tips

Once you’ve nailed the basics, here are a couple more things to think about:

• Titles Work With Other Feed Info: Remember, Google looks at your entire feed. Ensure your product descriptions, product types, images, and prices are accurate and optimized. They all work together with the title.
• Tailor for Audience & Season: Add terms that increase relevance for specific groups or times.
  • Example: Adding “Maternity” to relevant clothing, or “Waterproof” for outdoor gear.
  • Seasonal Example: Add “Christmas,” “Back-to-School,” or “Summer Sale” to titles during relevant periods (remember to remove them afterward!).
• Use Feed Rules: In Google Merchant Center, you can set up “feed rules” to automatically make changes. For example, you could automatically add your brand name to the beginning of all titles if it is missing or add a promotional tag like “Free Shipping” during a sale.

Using Your Data to Improve Titles (And Results!)

Don’t just set your titles and forget them. Use the data from Google Ads and Google Analytics to see what’s working.

• Connect Titles to Performance: Look at your product performance reports in Google Ads. Do products with specific title structures get more clicks or sales? Are high-impression products getting ignored (low CTR)? Maybe their titles aren’t compelling enough. Does tweaking a title improve its ROAS (Return on Ad Spend)?
• Spot Trends: Which types of products, brands, or specific features are driving the most valuable traffic? Make sure your titles highlight these popular elements. If “organic cotton” is a big seller for you, make sure it’s prominent in relevant titles.

Your goal is simple: make your product titles clear, relevant, and compelling so that the right customers can easily find what they need and feel confident clicking on your ad. Getting this right is fundamental to success with Google Shopping and Performance Max.

Need Help Getting Your Google Ads Dialed In?

Optimizing product titles and managing complex campaigns like Performance Max takes time and expertise. At Garrett Digital, we help e-commerce businesses like yours navigate Google Ads, optimize product feeds, and improve campaign performance to drive real growth. Whether you’re struggling with PMax or looking to improve your overall Google Shopping strategy, we can help.

Ready to get better results from your Google Ads? Contact Garrett Digital today for a free consultation.