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What exactly should Data Feed's Product Description contain?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I want to know what kind of things to include in product description column in data feed.

This is regarding manual data feed file, not automatically generated data feed user in Shopify websites.

 

Is it okay to copy paste the product description from the product page and keep it as it same

or better to make small summery (from the product description from the product page) and add it to description column of product feed?

 

How much impact product description column has on products reach (in which search terms product will be displayed). I think title has the biggest impact. May be longer description with many sub-keywords will help product to be displayed for lot of long tail keywords.

 

When description is very lengthy and has lot text will that make product appear for many irrelevant search terms?

 

 

 

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Gayan D
November

What exactly should Data Feed's Product Description contain?

[ Edited ]
Top Contributor
# 6
Top Contributor

first, you're welcome again.

(a) yes, description may be used by google as the ad-text.

depending on the context of the ad being shown, the user's
search-terms, and other factors, google may, automatically,
display a small snippet from the description.

the entire description is indexed for searches --
and parts of the description may sometimes be
displayed by google within the search-results,
especially on google-shopping domains.

google decides all format and display of shopping-ads.

(b) currently, shopping-ads on google-shopping cannot be previewed --
at least not without effecting click-through-rates and potentially
harming performance in the auctions over time.

the ad-preview-and-diagnosis-tool may be used
to preview shopping-ads on google-search --
assuming the shopping-ad has enough quality
and high enough bid to win a slot in the auctions.

 

View solution in original post

Re: What exactly should Data Feed's Product Description contain?

[ Edited ]
Top Contributor
# 2
Top Contributor

title and description are both critical.


title should name the physical item succinctly.


the description should describe the exact physical 
item being sold and shipped, or describe physical
characteristics of that item -- without any ancillary
or irrelevant information -- in plain text without any

html, css, or propriatary characters or symbols.

 

description should be understandable by a human --

written in full sentences with proper punctuation,

accurate spelling, and standard grammar rules.

 

the data submitted should match the landing-page as closely as possible,

minus any information that violates google's policies or best-practices --

for example, do not include any shipping or store related details or any

information not directly relevant to the exact physical item being sold.

 

never submit irrelevant information for any attribute -- including description.

 

the first 100 or so characters may be used by google

for display in certain contexts -- the first 100 or so

characters should be the most relevant with respect

to describing the physical item.

 

all remaining data, within google's character limits,

will be indexed and used to assign relevency, quality,

and help match a user's search behavior to the item --

all such data should be highly relevant to the exact

physical item being sold, should describe that item's

physical characteristics -- or should not be submitted.

 

the data submitted should match the landing-page --

however, the landing-page may contain additional

information not submitted, such as store information

or similar information unrelated to the physical item.

 

 

 

What exactly should Data Feed's Product Description contain?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thanks @Celebird

 

1. Can you be more specific about what kind of shipping details can and can not add?

I have seen some people add 'Free Shipping' in description and Google says not to add

shipping details?

 

2. When description is very lengthy and has lot text will that make product appear for many irrelevant search terms?

 

3. I think it better to add product attributes as small sentences instead of just copy pasting from web page?

 

4. Does product description has on products reach? specially getting impressions from long tail keywords.

 

 

Re: What exactly should Data Feed's Product Description contain?

[ Edited ]
Top Contributor
# 4
Top Contributor

first, you're welcome.

 

(1) shipping information is not allowed -- at all --
or is otherwise grounds for lower quality, disapproval,
or suspension from the program, at any time.

 

any shipping seen within shopping-ad results are likely part of
the merchant-promotions-program or automated-extensions --
otherwise, policy violations by others may be reported to google.

 

description should only describe the physical item -- nothing else.

 

(2) possibly yes; simply be certain that the details
are all relevant to the physical item or are specific
physical-characteristics of the exact item being sold.

 

be as succinct as possible and follow all google's

rules, policies, recommendations, and best-practices.

 

(3) the website should reflect the data submitted or is

otherwise a potential policy issue; if at all possible,
change the website -- first -- then submit the data.

 

of course, a smaller subset of the the data on the site may be submitted.

 

(4) shopping-ads do not use keywords.

 

longer-tail search-terms should be considered based on the data collected;
check the shopping-campaign's search-term reports and any search-term data
within google-analytics, or in any data collected by the e-commerce system.

 

if any search-terms -- long-tail or otherwise --
are irreverent with respect to the physical item,

or with respect to the goals of the campaign, 
then consider adding the terms as negative-words,
or removing all such irreverent information from

the submitted data and possibly the website.

 

as an aside, other targeting methods may

also be used to help with irrelevant results --

depending on the details.

 

see also
https://support.google.com/merchants/answer/7052112#description
https://support.google.com/merchants/answer/6324468

 

What exactly should Data Feed's Product Description contain?

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Thanks again @Celebird

 

Does description text be used in the ad text?

How to preview shopping Ads? just search Google will reduce CTR.

Marked as Best Answer.
Solution
Accepted by topic author Gayan D
November

What exactly should Data Feed's Product Description contain?

[ Edited ]
Top Contributor
# 6
Top Contributor

first, you're welcome again.

(a) yes, description may be used by google as the ad-text.

depending on the context of the ad being shown, the user's
search-terms, and other factors, google may, automatically,
display a small snippet from the description.

the entire description is indexed for searches --
and parts of the description may sometimes be
displayed by google within the search-results,
especially on google-shopping domains.

google decides all format and display of shopping-ads.

(b) currently, shopping-ads on google-shopping cannot be previewed --
at least not without effecting click-through-rates and potentially
harming performance in the auctions over time.

the ad-preview-and-diagnosis-tool may be used
to preview shopping-ads on google-search --
assuming the shopping-ad has enough quality
and high enough bid to win a slot in the auctions.