If you’re just starting to use Google Merchant Center to show your products to potential customers online, welcome! It’s a great way to get your items seen when people are searching on Google. One of the most important things you’ll work on is your product description.
Think of your product description as a simple way to tell people what you’re selling. It might seem like a small thing, but it plays a big role in whether people find your products and decide to buy them. Let’s break down why these descriptions are so important, especially when you’re just getting started:
- Helping Google Show Your Products to the Right Shoppers: When someone searches on Google, Google wants to show them the most relevant things. Your product description helps Google understand exactly what your product is. If you describe it well using words that people might search for, Google is more likely to show your product to those who are looking for it. It’s like giving Google clues to connect you with the right customers.
- Making People Want to Click on Your Ad: When your product shows up in Google Shopping (those ads you see at the top or side of search results), people see a picture, a price, and usually a short line or two of description. This little bit of text can be what makes someone decide to click on your product to learn more. If your description highlights the best things about your product in a clear way, more people will likely click to see what you’re offering.
- Giving Customers the Information They Need to Buy: Imagine you’re shopping online. You want to know what you’re buying, right? Your product description is where you tell people the important details. What does it do? What’s it made of? What are its key features? By giving this information clearly, you help people understand if your product is what they’re looking for, making them more likely to buy it.
- Making Your Products Stand Out from Others: There are a lot of products available online. A good product description can help yours stand out. If you clearly explain what makes your product special or better than others, you can convince people to choose yours. Think about what makes your product unique and make sure to mention it in your description.
Simple Tips for Writing Great Product Descriptions (with Examples!):
Even if you’re new to this, writing good product descriptions doesn’t have to be complicated. Here are a few easy things to keep in mind, along with some examples:
- Think About What Makes Your Product Great: What are the most important things people should know about it? Focus on those.
- Weak: “Blue mug.”
- Strong: “Start your day right with our vibrant blue ceramic mug. Perfect for coffee, tea, or any favorite beverage. Its comfortable handle and durable design make it ideal for everyday use.”
- Use Simple Words: You don’t need to use fancy language. Just explain your product clearly and simply.
- Imagine You’re Talking to a Friend: How would you describe your product to someone you know who might be interested?
- Highlight the Benefits: Instead of just saying what it is, explain what it does for the customer. For example, instead of “It’s a warm sweater,” try “Stay cozy and warm all winter long in this soft sweater.”
Don’t Forget the Visuals
Remember that while we’re talking about text, high-quality images and even short videos of your products on your website are also incredibly important for giving customers a complete picture of what you’re selling.
Keep it Real: Accuracy Matters
It’s crucial to be honest and accurate in your product descriptions. Misleading information can disappoint customers and even violate Google’s policies.
Think About Different Products
The way you describe a t-shirt might be different from how you describe a technical gadget. Consider what information is most important for each type of product you sell.
Your Title and Description Work Together
Your product title should be clear and concise, quickly telling people what the product is. The description then provides more details and benefits.
- It’s Okay to Experiment! Don’t be afraid to try different ways of writing your descriptions. See what works best for your products and your audience. You can even check your Google Merchant Center performance to see if changes you make lead to better results.
- Ready to Take Action? Take some time this week to look at your product descriptions in Google Merchant Center. Are they clear, helpful, and exciting? Even small improvements can make a big difference.
Conclusion
Even if you’re just starting out with Google Merchant Center, remember that your product descriptions are a really important tool. By taking a little time to write clear, helpful, and exciting descriptions, you can help more people find your products and increase your chances of making a sale.
This is an important step to improve your campaign performance, especially for campaigns that use Google Shopping. However, as a business owner or marketing manager, if you lack the time or capacity to do this on your own, consider hiring us to help manage this for you.
For More In-Depth Information: You can find more detailed guidelines and best practices on Google’s official Merchant Center help pages: [https://support.google.com/merchants/?hl=en#topic=12158920].
