Boost Google Shopping Clicks with Custom Labels & Product Descriptions

In the era of digital shopping, getting noticed on Google Shopping is a golden opportunity for online businesses.

Yet, with so many competing listings, capturing a shopper’s attention and converting clicks into sales can feel challenging.

Fortunately, you can use custom labels and keyword-rich product descriptions to stand out and maximise your product visibility on Google Shopping.

Why Focus on Google Shopping Clicks?

Google Shopping is increasingly becoming the go-to platform for ecommerce. Shoppers are often beginning their product searches there rather than directly on a brand’s website.

This is significant for retailers, as listings on Google Shopping enable them to capture attention from a highly targeted, purchase-ready audience. 

But standing out in Google Shopping’s crowded marketplace isn’t easy, and capturing shopper interest often comes down to crafting relevant and engaging listings.

This is where custom labels and keyword-optimised descriptions play a vital role. These elements attract shoppers and improve your product ranking in Google’s algorithms, boosting both visibility and clicks.

The surprising power of Custom Labels and Keyword-Rich Descriptions

You might wonder how custom labels and keyword-rich descriptions can make a tangible difference to your Google Shopping performance.

Let’s consider some surprising benefits to illustrate their effectiveness:

• Custom labels: By using custom labels, retailers can create targeted product segments, enabling them to allocate ad spend strategically and focus on high-value products. This can result in more efficient use of advertising budgets and better click-through rates (CTR).

• Keyword-rich descriptions: Using detailed and calculated product descriptions significantly boosts visibility and engagement. Shoppers are more likely to click on listings that precisely match their search terms. Therefore, optimising product details with the right keywords aligns listings with consumer intent and improves the likelihood of appearing in relevant searches.

These optimisation techniques help you match search intent better, meaning shoppers are more likely to click on your ad because it feels directly relevant to their search.

Implementing these tactics isn’t just a matter of following a checklist, it’s a proven way to increase visibility, CTRs, and conversions.

Why you need Custom Labels and Keyword-Rich Product Descriptions

Incorporating custom labels and keywords into your Google Shopping feed delivers clear benefits that can transform how well your listings perform.

Here’s how:

1. Relevance to Search Intent: Google’s algorithm rewards relevance, and keywords help achieve that. When your descriptions align closely with what shoppers are looking for, your products show up in more relevant search results.

2. Enhanced Product Segmentation: Custom labels allow you to categorise products in granular ways, such as “high-profit,” “seasonal,” or “best-seller,” enabling you to adjust bidding and spending strategically.

3. Increased CTR and Conversions: By making product descriptions more compelling and targeted, shoppers are more inclined to click. This, in turn, sends positive engagement signals to Google, increasing your ranking further.

4. Better Control of Ad Spend: Segmenting with custom labels lets you direct ad spend toward products with the highest ROI, making the most of your advertising budget.

With these benefits in mind, let’s look at the practical steps to make these optimisations work for your Google Shopping campaigns.

Steps to increase Google Shopping clicks with Custom Labels and Keyword-Rich Product Descriptions

Improving your Google Shopping campaign performance requires a refined approach that blends strategic segmentation with detailed optimisation.

Using Custom Labels for Targeted Advertising

Custom labels are optional fields in Google Merchant Center that you can use to segment products within your campaigns.

You’re allowed five labels (labeled 0-4) to define custom attributes and apply specific bidding strategies based on your segmentation needs.

Suggested Custom Label Ideas:

1. Profit Margin: Segment by “High,” “Medium,” or “Low” profit items to optimize bidding on high-profit products.

2. Seasonality: Apply labels like “Winter,” “Summer,” or “Holiday” to focus on seasonal items during the appropriate times.

3. Clearance: Assign “Clearance” to discounted items for budget control and higher click-through on sales.

4. Performance Segment: Label top performers as “Best Seller” or “Top Rated” to maximise exposure for products with high conversion rates.

5. Inventory Status: Use labels such as “Low Inventory” or “Backorder” to prioritise products that need visibility or have limited stock.

Crafting Keyword-Rich Product Descriptions to Maximise Visibility

Product descriptions are crucial not just for ranking but for piquing shopper interest.

Here’s how to make your descriptions keyword-focused and click-worthy:

Tips for Optimising Product Descriptions

1. Include High-Intent Keywords: Use popular search keywords that match user intent, which you can find using tools like Google Keyword Planner or Ahrefs.

2. Be Descriptive and Detailed: Add essential product attributes such as colour, size, and brand. For example, instead of “Smartphone,” use “Samsung Galaxy S21 128GB 5G Smartphone.”

3. Highlight Key Benefits: Mention features that add value, such as “water-resistant” for outdoor gear or “lightweight and durable” for travel products.

4. Maintain a Clear Structure: Aim for bullet points or short sentences to improve readability. Shoppers skim, so structure your description with easy-to-read formatting.

5. Avoid Generic Terms: Instead of “high-quality,” specify what makes it high-quality (e.g., “soft-touch organic cotton” for clothing).

Example of a Keyword-Rich Product Description:

For a fitness tracker:  

“Fitness Tracker with Heart Rate Monitoring – 10-Day Battery, Waterproof, GPS-Enabled. Track your steps, monitor your sleep, and stay connected with notifications right from your wrist. Available in Black, Grey, and Rose Gold.”

Synchronise Custom Labels and Descriptions with your Titles

To reinforce the impact of your custom labels and keyword-rich descriptions, ensure they align with your product titles.

This can improve Google’s understanding of your listing relevance.

• Align Labels with Titles and Descriptions:

  If you use “Best Seller” as a label, mention “Top-Rated” or “Customer Favourite” in the title or description for consistency.

• Repeat Keywords Across Fields:

  If “Bluetooth speaker” is a primary keyword, feature it in both your product title and description. This repetition signals to Google that the product is highly relevant.

Monitor Performance and Refine your Feed

Optimisation is an ongoing process, so regular monitoring is essential.

Google Merchant Center offers insights into your ad performance, so you can see what’s working and adjust accordingly.

Key Metrics to Watch:

• Click-Through Rate (CTR): A high CTR indicates that your titles and descriptions are engaging and relevant.

• Conversions: Analyse which products are converting to understand which keywords and labels are most effective.

• Bounce Rate: If your bounce rate is high, it may signal that descriptions need tweaking for clarity or relevance.

By fine-tuning based on these insights, you can improve not only your Google Shopping clicks but also your overall conversion rate.

Implement these tactics and watch your Google Shopping clicks grow

Optimising your Google Shopping feed using custom labels and keyword-rich descriptions can significantly boost your CTR and conversions.

Let’s recap the key steps to take for maximising your results:

1. Leverage Custom Labels: Use custom labels to segment your products into categories that allow for strategic bidding and budget allocation.

2. Create Keyword-Rich Product Descriptions: Write clear, concise, and keyword-targeted descriptions to improve your ad’s relevance and appeal.

3. Align Titles, Labels, and Descriptions: Ensure consistency across titles, labels, and descriptions for greater Google relevance.

4. Continuously Monitor and Optimise: Use data from Google Merchant Center to refine your strategy and maximise your feed’s performance.

Optimise your Google Shopping performance with a Digital Strategy

Increasing your Google Shopping campaign performance is within reach by using custom labels and keyword-rich descriptions.

Implementing these tactics can increase your CTR, optimise ad spend, and lead to better conversions.

Start refining your product feeds today and watch your online presence grow. If you need assistance tailoring these strategies for your business, reach out to us!