Description [description] and structured description [structured_description]

Use one of the description [description] and structured description [structured_description] attributes to tell customers about your product. List product features, technical specifications, and visual attributes. A detailed description will help us show your product to the right customers. These attributes can be used as a foundational input to help optimize and enhance your ad content in our AI powered ad experiences and formats

On this page

• When to use
• Format
• Minimum requirements
• Additional guidelines
• Best practices
• Examples

When to use

Required for each product

For descriptions created using generative AI, use the structured description [structured_description] attribute. For descriptions not using generative AI, use either the structured description [structured_description] or description [description] attribute.

Format

Follow these formatting guidelines to make sure Google understands the data you're submitting. Learn when and how to submit your product data.

File format examples

To ensure your attribute is recognized correctly, use the formatting specific to your data source type.

Description

Structured_description

Minimum requirements

These are the requirements you'll need to meet to show your product. Not following these guidelines can lead to disapprovals or limit the serving of your ads. You can review identified issues in your Merchant Center account.

• Ensure information provided here is consistent with other details in the data source (for example, Title) and on your landing pages.
• Describe only the product itself. Don't describe other aspects like details about compatible products, accessories, or other similar products available. Don't provide your business’s history or policies.
• Use professional and grammatically correct language. Correct grammar is easier to understand and gives you a more professional appearance, which can lead to more clicks. Also avoid gimmicky ways of drawing attention such as all caps, symbols, and promotional text. Learn more about the editorial & professional requirements.
• Don’t use words from foreign languages, unless they’re well understood such as a product with a foreign name or title.
  • Don’t use foreign characters for gimmicky purposes. This technique is common in spam and untrustworthy product listings. For example: (ಠ_ಠ)
  • The majority of your product data must match the data source language.
• Use XML entities or escaped characters instead of symbols. If you’re submitting your product data in XML or JSON, and you need to include symbols, make sure to follow the XML or JSON specification. For XML, use XML entities such as ". For JSON, use escape characters such as \". If you automatically encode your description, be careful not to encode it twice.
• Don’t include comparisons or details about other products. For example, "even better than X." Let customers research other products on their own.
• Don’t include references to categorization systems. For example, don’t include "Toys & Games Toys Dolls, Playsets & Toy Figures Dolls." Include this information using the Google product category [google_product_category] or product type [product_type] attributes.
• Don’t include links to your store or other websites. Include nothing but a link to your product's landing page with the link [link] attribute.
• Don’t use capital letters for emphasis. Capitalized text is common in spam and untrustworthy product listing. Use capitalization when it’s appropriate, including for abbreviations, phone numbers, countries, and currency. For example, ADHD, UNICEF, 1-555-CALL-NOW, UK, and USD.
• Don’t include promotional text such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name. Include this information with the other attributes such as sale price [sale_price] or shipping [shipping].
• Submit a description for each product. Products that don’t include a value for the description attribute will receive a warning and may experience limited performance. Similar products that include a description may be prioritized.
• All descriptions created using generative AI must be provided using the structured description [structured_description] attribute instead of the description [description] attribute.
  • The digital source type [digital_source_type] sub-attribute of the structured description [structured_description] attribute must have value “trained_algorithmic_media”, indicating that the text was created using generative AI.
  • The content [content] sub-attribute of the structured description [structured_description] attribute must contain the AI-generated description.
• If you provide both the structured description [structured_description] and description [description] attributes we’ll only use the description [description] attribute.

Additional guidelines

Review each section closely to determine if the requirements apply to your country or product.

AI-generated descriptions

Customized goods

Merchant-defined bundles and multipacks

Best practices

These best practices can help you go beyond the basic requirements to optimize your product data for performance.

• Be specific and accurate. The more specific you are in your description, the easier it is for customers to identify the product they're searching for.
• List the most important details in the first 160 - 500 characters. You can include up to 5,000 characters, but customers must click to view product details to find the longer description.
• Include your product’s most relevant features and visual attributes. Examples of types of information to include:
  • Size
  • Material
  • Intended age range
  • Special features
  • Technical specifications
  • Shape
  • Pattern
  • Texture
  • Design. For example, customers can search for very specific visual terms like “retractable ballpoint pens."
  • Variants. List product defining details like color, size, age group, pattern, flavor, or material.
• Don’t use words from foreign languages unless they’re well understood, such as a product with a foreign name or title.
  • For example, "sushi" is a word well-understood outside of Japan.
  • Write foreign words using the alphabet of your target language. For example, avoid Japanese characters when targeting the United States. Letters with accents (for example, “Les Clés") are allowed.

Examples

Hardware and software

Non-AI generated relevant description using the structured description [structured_description] attribute instead of the description [description] attribute

Descriptions created using generative AI

Books

Products with variants