Why Product Attributes Are Key to Dominating Google Product Listing Ads Today
The ways people speak continuously evolve. This is due to the inclusion of new trends, slang, and general terms. (Snatched is the new On Fleek, after all!) At the same time, the ways people shop evolve. Brands and retailers absolutely must keep up with both.
Today, 81% of retail shoppers conduct online research before buying. As all of these people peruse online product listings, a critical component of connecting them to the items they want is the inclusion of customer-centric language in a product’s attributes. These details describe the physical components of an item, the trends it aligns to, the occasions it can be used for, and so on.
But getting product attributes right can be challenging. Yet it is critical to nail, as it can inspire that point of discovery and drive people to complete a purchase. For example, Lily AI customers who inject customer-centric language into their product catalogs see:
+25-36% increases in site traffic
+15-25% increases in sales
Here, we look at how to nail product attributes in order to connect with customers via Google product listing ads, specifically. As every $1 spent on Google product listing ads drives an estimated $8 return on investment, supercharging these ads is the only option for today’s retailers.
Why are ecommerce product attributes always critical when connecting people to products?
Simply put, the right product attributes speak the language of your customers, helping them pinpoint and purchase your products. This is because they use customer-centric language— the terms, phrases, and occasions people are actually searching for. Prioritizing these attributes is an excellent first step at both connecting people to products today AND tomorrow.
While any time is a great time to prioritize enhancing and optimizing your ecommerce product attributes to include language of the customer, only a retail-focused AI solution can help you implement these updates efficiently and accurately, so they contain the right consumer language.
Lily AI stands out here, as a retail-specific AI solution, due to its inclusive and extensive taxonomy. This contains 25k attributes—aka 25k new opportunities to connect with potential customers—which detail:
Objective Attributes: Including item types, materials
Subjective Attributes: Including styles, occasions
Attribute Synonyms: Such as “glossy” vs. “high shine”
Macro and Micro Trends: Such as Barbiecore, Modern Farmhouse, or Clean Girl
International Language: Including localized terms, translations
For example, on the left below, you can see what a typical brand or retailer’s product attributes look like before Lily AI. After being enriched by Lily AI to include the latest micro-trends, special occasions, styles, and more, the product’s attributes are now far more detailed and more inclusive of the natural consumer language, leading to higher-performing search results.
Including all of this detailed information within a product listing makes said product more discoverable to shoppers . . . no matter where or how they’re shopping. Customer-centric product attributes lead people to products through a variety of means, from organic and paid Google Search to Site Search. You can learn more about enhancing product discoverability across all mediums by watching our video below.
How to enhance product listings to maximize Google Merchant Center results
There are a few cards retailers and brands can play in order to win at both short and long-term strategies for approaching product listings. The most effective way to maximize these results is to use AI to inject product details and attributes that reflect evolving customer language throughout your digital catalog.
Here’s a preview of Lily AI’s new, direct integration into Google Merchant Center (shown below). This direct integration makes it easier than ever for brands and retailers to enrich their product listing ads with these high-performance attributes.
You can learn more about how to approach AI-powered product attribution to connect with potential customers across the following resources:
The Ultimate Guide to Integrating Product Attributes, From Google Search to PIM
When Is the Right Time to Transform Your Product Attributes?
As an added bonus, the same attributes optimize the SEO benefits for organic Product Listings as well!
How will this help brands and retailers in the long-term?
No matter where people are searching for products online, retailers need to put the customer at the center of their experiences. There is no easier, more effective way to do this than to include customer language within your product attributes, titles, and product descriptions.
In part 2 of our series, we’ll show you how consumer shopping habits are changing and how search and shopping are evolving on Google and beyond.