Optimizing [Product_Detail] and [Product_Highlight] eCommerce Success

In my work with eCommerce sites—especially at the enterprise level—I’ve consistently sought ways to make these businesses stand out while maximizing the value of their PIM (Product Information Management) systems. Among the many attributes in Google Merchant Center, Product Details stands out as one of the most underrated yet incredibly powerful tools. Surprisingly, this feature is often overlooked, even when paired with Product Highlights, which can provide complementary benefits.

To truly appreciate the impact of Product Details, it’s important to understand why Google values this data and how it aligns with user needs.

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Google Shopping vs. Amazon

Let’s start by asking some questions about the eCommerce industry and the big players in it:

• Have you ever noticed how Amazon’s user experience often feels more comprehensive compared to Google Shopping?

• Have you wondered why, in 2020, Google decided to introduce free listings on Google Shopping, moving away from a strict pay-to-play model—even though advertising remains its main revenue source?

• or perhaps you’ve tried listing a product on Amazon and encountered the detailed data required to make your product live and functional?

The answer to all these questions lies in the quality of product data. More detailed product information leads to a better user experience, improved engagement, and ultimately, increased revenue.

Comparing Search Filters on Google vs. Amazon

Now, let’s explore how searches on Google and Amazon dive deep into providing product features on each platform.

Let’s begin by searching for “high performance gaming PC” on both platforms. Amazon stands out by offering comprehensive product filters that allow users to narrow down their search based on specific features like RAM capacity, processor type, graphics, and even sustainability certifications. This level of detail helps users find exactly what they need. On the other hand, Google Shopping offers more basic filters, focusing on core attributes like processor brand and memory capacity. While these filters are useful, they don’t offer the same level of customization as Amazon, making Amazon the better choice for users looking for more specialized configurations.

In the chart, we can see the dimensions of the filters and attributes available on Google compared to Amazon.

What Is the Current Situation in Most Google Merchant Centers?

In my experience, many eCommerce websites—from small businesses to global enterprises—limit their focus to standard attributes and a few recommended ones. Product Details and Highlights are rarely utilized, often due to the following reasons:

• Team Focus: Paid advertising teams often manage Google Merchant Center prioritizing campaigns over SEO or enhanced attributes.
• Overlooking Free Listings: Despite free listings being introduced in 2020, many businesses still treat GMC primarily as a paid ads platform.
• Limited Software Support: Many integration tools lack features to enrich attributes like Product Details, making them less accessible.
• Data Complexity: Managing vast catalogs and curating detailed data is daunting, leading many to avoid it entirely.

These challenges underscore a significant missed opportunity for enhancing visibility and conversions.

What Advantages Can Product Highlights and Details Bring to a Business?

Unlocking the Power of PIM Data

Start by leveraging the PIM (Product Information Management) to enhance Google Merchant Center. By integrating detailed product attributes, businesses can improve visibility, relevance, and overall performance.

For example, if you’re selling the Corsair Vengeance i7500, you can create Product Highlights and Details like this:

Product Highlights:

<g:product_highlight>Powered by an Intel Core i9 processor for ultimate gaming performance</g:product_highlight>
<g:product_highlight>Equipped with 64GB DDR5 memory for seamless multitasking</g:product_highlight>
<g:product_highlight>Features NVIDIA GeForce RTX 4090 graphics for stunning visuals</g:product_highlight>
<g:product_highlight>Includes a 2TB NVMe SSD for ultra-fast storage</g:product_highlight>
<g:product_highlight>Supports Wi-Fi 6E and Bluetooth 5.3 for advanced connectivity</g:product_highlight>

Product Details:

<g:product_detail>
    <g:section_name>General</g:section_name>
    <g:attribute_name>Operating System</g:attribute_name>
    <g:attribute_value>Windows 11 Pro</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Processor</g:section_name>
    <g:attribute_name>Processor Type</g:attribute_name>
    <g:attribute_value>Intel Core i9-14900K</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Processor</g:section_name>
    <g:attribute_name>Number of Cores</g:attribute_name>
    <g:attribute_value>8 Performance cores, 16 Efficient cores</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Processor</g:section_name>
    <g:attribute_name>Max Turbo Frequency</g:attribute_name>
    <g:attribute_value>6.0 GHz</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Memory</g:section_name>
    <g:attribute_name>Capacity</g:attribute_name>
    <g:attribute_value>64GB</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Memory</g:section_name>
    <g:attribute_name>Type</g:attribute_name>
    <g:attribute_value>DDR5</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Memory</g:section_name>
    <g:attribute_name>Speed</g:attribute_name>
    <g:attribute_value>6000 MT/s</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Storage</g:section_name>
    <g:attribute_name>Primary Storage</g:attribute_name>
    <g:attribute_value>2TB M.2 NVMe SSD</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Graphics</g:section_name>
    <g:attribute_name>Graphics Processor</g:attribute_name>
    <g:attribute_value>NVIDIA GeForce RTX 4090</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Graphics</g:section_name>
    <g:attribute_name>Graphics Memory</g:attribute_name>
    <g:attribute_value>24GB GDDR6X</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Cooling</g:section_name>
    <g:attribute_name>CPU Cooling</g:attribute_name>
    <g:attribute_value>CORSAIR iCUE H100i RGB ELITE liquid cooler</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Power Supply</g:section_name>
    <g:attribute_name>Power Supply</g:attribute_name>
    <g:attribute_value>1000W ATX 80 PLUS Gold</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Chassis</g:section_name>
    <g:attribute_name>Model</g:attribute_name>
    <g:attribute_value>CORSAIR 4000D AIRFLOW</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Dimensions</g:section_name>
    <g:attribute_name>Dimensions</g:attribute_name>
    <g:attribute_value>9.1" W x 17.8" D x 18.3" H</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Networking</g:section_name>
    <g:attribute_name>Ethernet</g:attribute_name>
    <g:attribute_value>2.5G Ethernet</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Networking</g:section_name>
    <g:attribute_name>Wireless</g:attribute_name>
    <g:attribute_value>Wi-Fi 6E</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Networking</g:section_name>
    <g:attribute_name>Bluetooth</g:attribute_name>
    <g:attribute_value>Bluetooth 5.3</g:attribute_value>
</g:product_detail>

This structured approach ensures your products are easy to find and understand while aligning with Google’s best practices. Now let’s take a look at how much additional data I was able to provide with product details in Google Merchant Center, allowing Google to access this information in a highly structured and easily understandable format:

Better Audience Targeting and Conversion Rates

Providing clear and detailed product information allows Google to match your products with users genuinely interested in them. This targeted approach not only improves visibility but also increases the likelihood of conversions.

Go Beyond SEO to Improve Ads Performance

Enriching product attributes in Google Merchant Center doesn’t just boost SEO; it enhances advertising campaigns. Google’s algorithms rely on this data to target audiences accurately, meaning richer data can improve ad relevance and ROI.

Case Studies: Ray-Ban and Scarosso

Two brands—Ray-Ban and Scarosso—demonstrate the transformative impact of enriched product data on eCommerce performance.

For both brands, the journey began with gathering comprehensive product information from their PIM systems and other data sources, such as product feeds. By consolidating and enriching key attributes like specifications, features, and benefits, we created structured, optimized data tailored for integration with Google Merchant Center. This approach not only enhanced their product visibility but also optimized their performance across both paid and free listings.

Ray-Ban

Ray-Ban, a global leader in eyewear, saw remarkable improvements:

• 12.95% boost in ad performance
• 5.68% increase in free listing visibility

By utilizing detailed and enriched product attributes, Ray-Ban was able to target the right audiences more effectively, leading to better results in both paid and organic strategies.

Scarosso

Scarosso, a premium handcrafted footwear brand, experienced significant growth:

• 11.61% increase in ad performance
• 21.43% improvement in free listing visibility

Both examples illustrate how starting with comprehensive product data from PIM systems and enriching it for Google Merchant Center can drive impactful results, setting the stage for future AI-driven eCommerce strategies.

Building the Product Knowledge Graph with WordLift

At WordLift, we transform client data into a Knowledge Graph, unlocking opportunities across all channels. By starting with data, we create structured graphs that enhance platforms like Google Merchant Center and beyond, driving better results in eCommerce.

Key Benefits:

• Enriching GMC: The Product Knowledge Graph enhances targeting and visibility for both paid and free listings in Google Merchant Center, ensuring better product discoverability.
• AI Optimization: The graph serves as the backbone for AI-driven tools such as chatbots and personalized customer experiences, improving engagement and conversion rates.
• Streamlined Data Integration: By implementing advanced workflows, we integrate data from various sources, such as Google Merchant Center and feeds, ensuring seamless updates and consistency across systems.

By leveraging these capabilities, brands see tangible results, such as increased organic traffic and improved user engagement, leading to a stronger digital presence and higher revenue.

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