We hear a lot about product titles for Google Shopping, but product descriptions are just as important. The description is your chance to convince potential customers why they should buy. People looking at the description may have already seen the product title and images, and they feel that your product is what they need.  

Why Product Descriptions Matter for Google Shopping

There are product descriptions on your website and in your Google Shopping feed. The two serve different purposes.

Website product descriptions are written for potential customers. They should be long, informative, and persuasive.

Google Shopping product descriptions are also written for potential customers. But also for Google’s crawlers. 90% of the time, people seeing your Google shopping ads won’t see the product description in your feed. Your product description should cover key buying considerations and provide answers to top customer questions. But they should also be short, accurate, and keyword-optimized.

Product descriptions on Google Shopping are useful because:

  • They help improve product ranking
  • They can increase conversion rates
  • They allow you to share more information about products

How to Write Product Descriptions for Google Shopping

Most sellers will adapt a snippet of their landing page descriptions to be their shopping feed product descriptions. This is understandable, especially when working with thousands of SKUs. However, submitting custom product descriptions to your shopping feeds can be beneficial. 


Here are guidelines for product descriptions in shopping feeds:

  • Start with the most important product information in the first 160-500 characters
  • You can include SKU details including size, material, patter, product’s intended age range, shape, texture or other information customers might search for
  • Create accurate and grammatically correct descriptions in the language of the target country
  • Avoid capitalization unless it is conventional usage
  • Each product should have its own description
  • Do not include promotional text or symbols such as a business address and website links
  • Do not compare the product with other products e.g. saying it is a better alternative
  • Format your descriptions carefully. Use line breaks, spacing, and bullet points to make your descriptions easy to read

When writing descriptions, avoid covering product features and qualities already covered by other attributes such as product details, product highlights or other attributes in your shopping feed.

Conclusion

Product descriptions are an important part of your Google Shopping strategy. By following the tips in this article, you can write descriptions that will help you rank higher in search results and improve your conversion rate. Make sure you check out our posts on GTINs, custom labels, product titles, and product images, availability and availability date, so that you can continue to have the best feed possible.