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In this Help Centre, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure that you're using the article for the Merchant Center version that applies to you. 

Create rich product description pages

A custom icon for Merchant Center Classic and Merchant Center Next.

A product description page (PDP) teaches shoppers about your product's features and benefits before they complete their purchase. A rich PDP provides accurate and comprehensive product information.

This article explains how to create rich PDPs.

product description page, example of how it works

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Benefits

Comprehensive and accurate product listing information:

  • Helps customers to identify the product that best suits their needs
  • Provides customers with the information that they need to feel confident in their purchase
  • Improves customer trust

Instructions

Step 1: Add product data to your Merchant or Manufacturer Center feeds

Google uses information from a variety of sources to display the best descriptions, imagery and product details, as well as provide a unified and optimised product offering experience to the customer. This means that we may not use the data that you provide for some product listings.

Manufacturers and brand owners

If you're a manufacturer or brand owner, you can sign up for Google Manufacturer Center. Manufacturer Center accounts allow manufacturers and brands to submit authoritative product data and can be used to power commercial results across Google.

As a manufacturer or brand, Google trusts the data that you share via Google Manufacturer Center to be the most accurate representation of a product. Google uses this information to help shoppers find and understand your products and to enrich the PDPs for your products.

You can share the following product data attributes in your Manufacturer Center feeds:

Product data Manufacturer Center feed attribute Tips for a rich product description page (PDP)
ID ID [id] Required for all products
Global Trade Item Number GTIN [gtin] Required for all products
Product title Title [title] Required for all products

1–150 characters
Product brand name Brand [brand] Required for all products
Product description Description [description] Required for all products

>200 characters recommended

Structured and well-formatted descriptions with bullet points and paragraphs are recommended
Product images Image link [image_link] Required for all products

High image resolution recommended (>1,500 pixels on longest side)
Additional image link [additional_image_link] More than five additional images recommended

High image resolution recommended (>1,500 pixels on longest side)
Lifestyle image link [lifestyle_image_link] Recommended when you want to separate lifestyle images from your additional product images. Otherwise, use the additional_image_link.
Product variants Item group ID [item_group_id] Recommended for products with multiple variants
Product details Product detail [product_detail] Recommended for each product

More than five details recommended. We recommend that you include as many as appropriate
Rich product content Rich product content [rich_product_content] Preferable to the feature description [feature_description] attribute and overrides it

Recommended for highlighting product features to appear in the from the manufacturer section
Product features Feature description [feature_description] Recommended for each product

Features with images (800 x 800 pixels minimum) recommended
Product video Video link [video_link] Recommended for each product

Retailers other than manufacturers or brand owners

Submitting the following product data attributes in your Merchant Center feeds may help you to create rich PDPs:

Product data Merchant Center feed attribute Tips for a rich product description page (PDP)
ID ID [id] Required for all products
Product title Title [title] Required for all products

1–150 characters

Use the title [title] attribute to clearly identify the product that you're selling. The title is one of the most prominent parts of your ad. A specific and accurate title will help us to list your product to the right users.
Product description Description [description] Required for all products

>200 characters recommended

Structured and well-formatted descriptions with bullet points and paragraphs are recommended
Product images Image link [image_link] Required for all products

High image resolution recommended (>1,000 pixels on longest side)
Additional image link [additional_image_link] More than five additional images recommended

High image resolution recommended (>1,000 pixels on longest side)
Lifestyle image link [lifestyle_image_link] Recommended when you want to separate lifestyle images from your additional product images. Otherwise, use the additional_image_link.
Product variants Item group ID [item_group_id] Recommended for products with multiple variants
Product highlights Product highlight [product_highlight] Recommended for each product

More than four highlights recommended
Product details Product detail [product_detail] Recommended for each product

More than five details required. We recommend that you include as many as appropriate

Step 2: Share your product ratings

This feature is only available in the classic Merchant Center experience.

Google product ratings gives retailers the ability to share and surface product ratings and product reviews.

If you participate in the product ratings programme, you can share review data using a Google product ratings feed. Learn more about product rating basics. The attributes listed below may help you to create a rich product ratings feed and will help us to match your reviews to your PDPs:

Product data Product ratings feed attribute Note
Product rating <ratings> Required for all reviews
Review content <content> Required for all reviews
Review URL <review_url> Required for all reviews
Product URL <product_url> Required for all reviews

Product IDs

<gtins> The reviews data from a product ratings feed is matched to products based on a number of factors, the strongest being globally unique product identifiers such as GTINs. (Without GTIN [gtin] data, Google will attempt to match a review through other information such as SKU or brand [brand] + MPN [mpn] pairs).
<mpns>
<skus>
<brands>
Reviewer images <reviewer_images> We recommend that you include reviewer images when available.
Verified purchases <collection_method> We recommend that you indicate whether a review was post purchase (verified) or unsolicited.

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