Good practices regarding product descriptions - how to use Sembot?

Product descriptions

Product descriptions are a crucial element influencing the success of advertising campaigns. Crafting optimized descriptions can significantly impact results, ad positioning, and help attract customers. In descriptions, it's valuable to emphasize the unique features and benefits of the product, as well as draw attention to what sets the particular product apart from the competition. Keyword optimization is a vital aspect of creating descriptions. Choose keywords that are relevant to the product and popular in search engines. This will increase the product's visibility in advertisements.

Even the best product descriptions require testing and adjustments. Regularly monitor the results of your campaigns and analyze which descriptions yield the best outcomes. Based on this data, make adjustments to optimize the effectiveness of your ads.

Using Sembot to create product descriptions

Product duplication

In Sembot, being in the Products tab, you can optimize the store's assortment by modifying individual attributes. By clicking on the gear wheel next to an individual product, you can create a copy of the product. This is not a completely separate product, because the URL is the same as for the original product. Later, in the ads, the search engine selects the product that best matches the user's query. The duplicate can be marked as a variant (then google can display two of the same products for one query but there is a risk that one of them will be rejected). 

There are several ways to apply duplicates:

• A/B testing of product thumbnails with the same title, description,

• Downloading from the report in Google ads the phrases on which the product is displayed, and then giving such titles to duplicates - so we target precisely the phrases that users type in Google. The more precise the product name that matches the query, the higher the adrank, and the higher the adrank, the lower the CPC you end up paying.

• Create product titles with names according to the rule pattern. To begin with, you need to make a filter for the group of products you want to optimize in this way, such as a category. Then we select all the products we want to duplicate and click "duplicate selected". In the next step, we add a filter on the category we selected and the common part of the duplicate ID (most often it will be "_2_"). Next we are already left with creating a title template - For example: Product Type + | + Brand + | + Color + | + Size + | + Title. This way works great for us with products that have a fixed structure of the product name, such as Anti-dandruff Shampoo | L'oreal | 1000 ml | For damaged hair, or Summer Dress in Peas | M | Red. In this situation, Sembot will overwrite the names of the duplicates, and the old products will remain with the old names. Below are two screenshots showing the filters and the rule.

Inserting phrases with conversion into a description

Of course, descriptions can be generated by AI (button "AI") in the product table (Products tab).

The conversion phrases feature is a separate component of the system. The idea is that in product advertising, we are unable to specify the keywords for which we want our products to be displayed. Google targets this based on the title, description (if it's a GTIN), and all other data in the feed. Therefore, by adding conversion phrases to the description, we signal to Google that these are the keywords for which this product should appear.

First, you need to retrieve conversion phrases into Sembot (start by connecting to Google Ads). Then, in the "Products" tab, click the "Get Phrases" button.

We specify the date range for which we want to retrieve conversion phrases. When a notification appears in the upper right corner indicating that the phrases have been downloaded, click the gear icon next to the product to which you want to add the phrases and select "edit phrases."

A card with the product and the phrases that have conversions will appear on the screen. When you highlight a phrase in yellow, it will automatically be added to the output feed as part of the description.

We move on to the next product and repeat the process. This is done semi-automatically because we retrieve phrases at the ad group level, and in simple campaign structures (which may have multiple stores), one ad group can contain products at the category level. In such cases, you may have several different brand products in one group. Therefore, we don't want phrases like "Nike Air 44.5 shoes" to be added to the description of Adidas shoes. This is why the marketer needs to decide which of these phrases they want in the description. If someone creates an architecture like a Single Product Ad Group, then the matter is simpler because phrases with conversions will always correspond to a specific product.

Duplicates and feed editors can be used in various ways (such as manual editing like in Excel or with rules); it all depends on the marketer's intent :)