Our best-practice guide to writing product page content
Writing new or updating product page content can be daunting. Especially if your back catalogue runs into the 1000s… or even more. Like many of our clients in the retail sector, you may find that there are so many product pages to write, that ticking every box can sometimes be an impossible task.
But we’re here with what we deem to be the secret to writing product page content that delivers needs and drives revenue through your Paid campaigns.
Start with the highest priority, most expensive or most visited products to ensure the pages you’re investing the time and effort in are well-received by potential purchasers.
A higher price-point often means the product is a more considered purchase, so winning shoppers over with show-stopping copy works a treat for gaining their trust and selling your product right into their baskets.
What do you include to appease the human eye and Google bots?
Ensuring your product title and description sells both the item and your brand, is the key to achieving shopping feed glory.
Here are our guidelines for making your feed as visible, impressions as high and cost per clicks as low as possible, plus ideas for improving product page engagement via rich, engaging, super-selling sentences:
But first, consider the journey…
When a user has visited your homepage, navigated to a category/sub-category then chosen a product that has caught their eye, they’ve gained an in-depth opinion of your brand – all within the first few page visits.
To prevent them bouncing off if they visit your site straight to the product page, you need to ensure this product tells the same story. Plus, all benefits, USPs, quick delivery promises and easy returns policies should be highlighted to the user on the product page too (Berghaus do this well!).
A lot of retailers include this as default on all pages in the form of a ‘benefits bar’, but you’re welcome to weave it into content too.
Product title recommendations
In the eyes of Google, a maximum of 70 characters (including spaces) are displayed per product title.
It seems a basic recommendation, but many advertisers do not include the brand in the product title. It may not look the best to the human eye, but the algorithm bots love it – especially if you’re a reseller.
If you have a single product that is available in a variety of colours, styles, sizes and materials, make sure to include the variations in your product title.
Therefore, if a user is searching for “black heels size 5”, your ad can direct the user to the size 5 item with minimal clicks because Google understands multiple attributes (colour and size in this example) from your title.
Google reads the product title like a human – from left to right. The information in the first few words is of higher importance to the information on the right, so think carefully about what you want Google (and searchers) to see first.
We recommend product title attributes in this order: Brand first, then gender, product, colour and size.
Keyword stuffing? No thanks!
A trick predominantly used by Amazon advertisers, keyword stuffing makes your title look very very very long and ends up looking like a list of specifications as opposed to a title!
Remember, you only have 70 characters to play with, so be sure to include the most relevant information to what a human will search for, and save your expressive and editorial wording for the description.
Post-launch check: Search term report
Once your shopping campaign has been running for a month, check out your top-converting search terms in the Keywords tab.
You’ll often find that keywords featuring the brand do very well (hence my first recommendation), but there could be some consistent keyword gems you’re missing out on.
If you spot certain keywords that regularly convert, make sure these are included in your title/description to generate as many impressions as possible.
Product description recommendations
Google recommends including descriptions that are 500 – 1000 characters in length.
Avoid using the same description across multiple products – this is an obvious one. As discussed in the title recommendations, you may have multiple colour, size and style variations of one product, so it’s definitely worth tweaking descriptions to sell the benefits of the varying attribute.
We understand how difficult it can be to change product descriptions if you’re a reseller or are under strict language and tone guidelines from the brands you stock, however it is essential to help Google differentiate between stockists.
Google prefers original product page content because the search engine wants to give the searcher the best results possible. If all shopping ads direct searchers to product pages with the same rehashed content, this doesn’t offer a great user experience and doesn’t help the human choose a retailer either!
For example, if your product is listed alongside four other resellers, and they are using the same image and set description with minimal price variance, you can set yourself apart and claim that sale by offering a description that differs from the norm.
As the title is a short, sharp overview of the product, you can really go to town on the description of your product and sell its features and benefits to your online audience.
If you were struggling to convey all specifications in the title, be sure to re-emphasise the colour, size, style, comfort, fit, technical specs and every detail that ensures your listing look super-relevant to the user.
Also, resist the urge to recommend similar products! As Google reviews this content to understand the individual product for sale on this page, promoting the fact you have the same item available in red or blue may just confuse the bots.
Unlike the title, the description requires full sentences that end with a full stop.
We haven’t seen many cases of Google penalising advertisers who use bullet points, etc. but it is best-practice to do whatever you can to make the product easier to understand by Google.
Some extra things to note when populating your descriptions; you cannot link to other URLs, billing/payment/sales information is prohibited and references to categories/breadcrumbs are also a big no-no.
Google also has strict editorial guidelines to follow, which means you cannot include any promotional messages (i.e. Free P&P) in your descriptions. Breaking the rules means your items will be disapproved and your impressions and site traffic will suffer.
Secondly, BLOCK CAPITALS are also banned, so use Sentence Case to prevent your ads looking spammy!
So there you have it! If you need any more help with maximising your eCommerce content, give us a shout. In the meantime, you might interested in some more quality insight from our digital experts like our Marketing Personalisation Workbook, check it out: