AdWords is now Google Ads. Our new name reflects the full range of advertising options we offer across Search, Display, YouTube, and more. Learn more

Ads
2K members online now
2K members online now
For questions related to Google Shopping and Merchant Center. Learn to optimize your Shopping ads
Guide Me
star_border
Reply

Multiple Keywords and Ordering in Title for Google Shopping

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

I've done some keyword research in the Keyword Planner and I'd like to know if exact match really matters for ranking.

For example, let's say that in the Planner I see that the term "ceramic bakeware" has quite a few monthly searches and "nonstick bakeware" has less monthly searches. However I can certainly name my product in the title "ceramic nonstick bakeware". Will the addition of "nonstick" rank me lower for those searching "ceramic bakeware" only? Or will I rank for both "ceramic bakeware" and "nonstick bakeware"? And what happens if I order it differently such as "nonstick ceramic bakeware"? I'd also be interested to know who this affects SEO outside of AdWords.

Thanks in advance.

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Don S
September 2016

Re: Multiple Keywords and Ordering in Title for Google Shopping

[ Edited ]
Top Contributor
# 2
Top Contributor

shopping-ads do not have a defined match-type
nor a concept of different, specific, match-types
and do not use keywords.

usually, shopping-ads behave similarly to a broad-match --
unless a user includes quotes or google-shopping options.

less relevant, short-tail, titles tend to increase less-desirable traffic,
are less likely to convert, and more applicable to building awareness
as a business-goal -- e.g. Calphalon 6-piece Bakeware Set

whereas, more relevant, long-tail, titles tend to increase desirable-traffic,
are more likely to convert, so are more applicable to increasing sales as a
business-objective -- e.g. Viking 7-piece Ceramic Nonstick Bakeware Set

word-order tends to matter only somewhat; a best-practice is

to attempt to use the most relevant information, with respect

to the physical item, within the first 25, 50, or 64 characters

or so, since that is what, typically, will be selected by google,

shown to users, as a shopping-ad, depending on the context;

i.e. add the most salient, notable, product features up-front --
rather than attempting to second-guess, how users may search,

or google's ever-changing relevancy algorithms.

importantly perhaps, google has rules, policies,
and guidelines related to the title attribute:
https://support.google.com/merchants/answer/188494#title

generally, title should name the physical item and include
physical item characteristics without any promotional-text.

note that the bid, the quality of all data submitted, and many

other quality factors such as the website/landing-page quality,

price, reviews, ratings, user search behavior over time, etc.,

help determine outcomes in the shopping-ad auctions.

search-engine-optimization and similar questions may
be addressed in the google-webmaster-central forums:
https://productforums.google.com/forum/#!categories/webmasters/crawling-indexing--ranking

 

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Don S
September 2016

Re: Multiple Keywords and Ordering in Title for Google Shopping

[ Edited ]
Top Contributor
# 2
Top Contributor

shopping-ads do not have a defined match-type
nor a concept of different, specific, match-types
and do not use keywords.

usually, shopping-ads behave similarly to a broad-match --
unless a user includes quotes or google-shopping options.

less relevant, short-tail, titles tend to increase less-desirable traffic,
are less likely to convert, and more applicable to building awareness
as a business-goal -- e.g. Calphalon 6-piece Bakeware Set

whereas, more relevant, long-tail, titles tend to increase desirable-traffic,
are more likely to convert, so are more applicable to increasing sales as a
business-objective -- e.g. Viking 7-piece Ceramic Nonstick Bakeware Set

word-order tends to matter only somewhat; a best-practice is

to attempt to use the most relevant information, with respect

to the physical item, within the first 25, 50, or 64 characters

or so, since that is what, typically, will be selected by google,

shown to users, as a shopping-ad, depending on the context;

i.e. add the most salient, notable, product features up-front --
rather than attempting to second-guess, how users may search,

or google's ever-changing relevancy algorithms.

importantly perhaps, google has rules, policies,
and guidelines related to the title attribute:
https://support.google.com/merchants/answer/188494#title

generally, title should name the physical item and include
physical item characteristics without any promotional-text.

note that the bid, the quality of all data submitted, and many

other quality factors such as the website/landing-page quality,

price, reviews, ratings, user search behavior over time, etc.,

help determine outcomes in the shopping-ad auctions.

search-engine-optimization and similar questions may
be addressed in the google-webmaster-central forums:
https://productforums.google.com/forum/#!categories/webmasters/crawling-indexing--ranking