How do I write titles and descriptions that actually work for Google Shopping?

Main keyword first, then product type, then the key feature, then variant details like colour or size, then brand name at the end if the brand actually sells the product. The front of the title carries the most weight, so the most important keyword goes there. Not second. First.

Cut the fluff. 'Best', 'hot', 'trendy', '2024 New' are dead characters. Google ignores them and they push your real keyword further back. You get 150 characters, so use most of them on words that describe the thing.

The difference is not subtle. 'Women's Silk Pajama Set - Long Sleeve 100% Mulberry Silk' wins searches that 'Silk Pajama Set' never will, because it can match on 'long sleeve', on 'mulberry silk', and on 'women's silk pajama set' all at once. Specific titles catch more searches than vague ones, which is the opposite of what most people expect.

Here is the trap nobody warns you about. The base title is shared across every variant of the product. So if you write 'Black Jumpsuit' into the title of a jumpsuit that comes in four colours, three of your variants now carry a title that contradicts their own colour attribute. 'Black Jumpsuit - Pink / M' is a product listing arguing with itself, and it is a real disapproval risk on top of being confusing.

Colour and size belong in the colour and size attributes, where Google reads them per variant. A fixed detail is fine in the base title, because it is true for every variant: 'Gold Buckle' on a belt that always has a gold buckle costs you nothing. A varying detail is not fine. If it changes between variants, it stays out of the shared title.

The description is not a second title and it is not where you dump keywords. Google reads it to understand what the product is and which queries to surface it for, so write it like an explanation, not a list.

Two or three paragraphs. Cover the benefits, the materials, and what people actually use it for. Work the attributes like colour, size, gender, and material into normal sentences instead of stuffing them in awkwardly. Keep it under 5,000 characters, which is far more room than you need.

Do not copy the supplier's description. Every other store selling that product has the same block of text, and original copy is what signals trust to Google's crawlers and to the AI shopping surfaces reading the same feed. It is also the only version that sounds like your brand.

Do not rewrite everything at once. Sort by spend and start at the top, so the new copy lands on the products that are actually costing you money. Editing titles does not wipe your campaign history, and Google keeps conversion data at account level rather than tied to the exact title text, so there is no penalty for fixing what is broken. Give it a few days to a week to settle.

ZenoX rewrites the highest spend products first on every account we take on, for the plain reason that a better title on your top spender pays for itself this week and a better title on product 400 pays for itself never.

One thing to leave alone: if your campaigns are split on product_type, do not blanket-overwrite it while you are rewriting copy. That field is often holding your campaign structure together. Optimize the fields doing keyword work and leave the structural ones where they are.