The 150/850 Method: Google Shopping Description Template That Converts
Ruslan Galba
Google Ads + AI
The 150/850 Method: Google Shopping Description Template That Converts
The framework behind a 95.67% conversion increase
The Problem Nobody Talks About
Google gives you 5,000 characters for product descriptions.
Most brands use 147.
That's not optimization—that's leaving money on the shelf.
We analyzed 100+ Google Shopping accounts across apparel, electronics, and home goods. The pattern was clear: brands using 800-1,000 characters with 8-12 naturally integrated keywords consistently outperformed those with bare-bones descriptions.
A home goods brand running $50k/month in Shopping spend saw a 95.67% conversion value increase within 60 days of implementing this framework. (We've since seen similar results across 12 accounts—the wins vary, but the pattern holds.)
Here's the complete framework.
The 150/850 Method Explained
Your Google Shopping description has two jobs:
- Get the click (SERP visibility)
- Close the sale (conversion copy)
Most brands try to do both in 150 characters. Or they write 2,000 characters with no strategy. Both fail.
We tried the "more is better" approach first—stuffing 2,500+ characters with 20 keywords into every description. Results tanked. Google's algorithm flagged them as spam-like, and CTR dropped 23%. The answer wasn't more words. It was the right words in the right places.
The 150/850 Method splits your description into two strategic zones:
┌─────────────────────────────────────────┐
│ ZONE 1: SERP BAIT (First 150 chars) │
│ ───────────────────────────────────── │
│ • Primary keyword (search term) │
│ • Core benefit statement │
│ • Target audience identifier │
└─────────────────────────────────────────┘
↓ Only this shows in search ↓
┌─────────────────────────────────────────┐
│ ZONE 2: CONVERSION COPY (850 chars) │
│ ───────────────────────────────────── │
│ • Use cases (not specs) │
│ • 8-12 naturally integrated keywords │
│ • Problem → Solution narrative │
│ • Social proof / differentiator │
└─────────────────────────────────────────┘
↓ This closes the sale ↓
Why 150? Google displays 145-180 characters in Shopping results. 150 is your safe zone.
Why 850? Gets you to the optimal 800-1,000 range without padding. Every character earns its place.
Zone 1: SERP Bait (First 150 Characters)
This is your ad copy. It shows in search results. It determines the click.
The Formula
[Primary Keyword] + [Core Benefit] + [For Who]
Zone 1 Checklist
- Primary keyword in first 30 characters
- Clear benefit statement (what it does for them)
- Target audience identifier (who it's for)
- No fluff words (premium, amazing, best-in-class)
- Under 150 characters total
- Reads naturally (not keyword-stuffed)
Zone 1 Examples
Bad (87 chars, no strategy):
Premium quality wireless headphones. Best sound experience. Buy now for amazing deals.
Good (142 chars, 150/850 Method):
Noise-canceling wireless headphones for remote workers. 40-hour battery, memory foam cushions for all-day comfort. Crystal-clear call quality.
What changed:
- Specific keyword: "noise-canceling wireless headphones"
- Target audience: "remote workers"
- Specific features: "40-hour," "memory foam," "crystal-clear calls"
- No fluff: Removed "premium," "amazing," "best"
Zone 2: Conversion Copy (Characters 151-1,000)
The customer clicked. Now convince them to buy.
Zone 2 is NOT visible in search results. It appears on the product page. Different job, different copy.
The Formula
[Use Case 1] + [Use Case 2] + [Problem Solved] + [Differentiator] + [Trust Signal]
Zone 2 Checklist
- 2-3 specific use cases (scenarios, not specs)
- 8-12 total keywords (across both zones)
- Problem → Solution narrative
- At least one differentiator from competitors
- Trust signal (review mention, warranty, guarantee)
- No promotional text (SALE, FREE SHIPPING, BUY NOW)
- 800-850 additional characters
Zone 2 Template
[Use Case 1: Specific scenario where product solves problem]
[Use Case 2: Different scenario, different keyword]
[Problem statement]: [How product solves it]
[Key differentiator from competitors]
[Trust signal: reviews, warranty, or guarantee]
[Secondary features with keywords: Feature 1. Feature 2. Feature 3.]
Zone 2 Example (Continuing from Zone 1)
Whether you're on back-to-back Zoom calls or focusing in a noisy coffee shop, these over-ear headphones block distractions so you can actually work.
Built for marathon work sessions—the 40-hour battery handles your entire work week on a single charge. Memory foam ear cushions stay comfortable hour 8 the same as hour 1.
Unlike earbuds that fall out during calls, the over-ear design stays put. The built-in boom mic picks up your voice, not your neighbor's lawn mower.
Rated 4.7/5 by 2,400+ remote workers. 2-year warranty included.
Features: Bluetooth 5.3, multipoint connection (laptop + phone), USB-C fast charging (10 min = 3 hours), foldable design for travel.
Keyword count: 11 keywords integrated naturally Character count: Zone 1 (142) + Zone 2 (847) = 989 total
The 8-12 Keyword Integration Guide
Most brands either stuff keywords or forget them entirely. Here's how to hit the sweet spot.
Keyword Placement Hierarchy
| Position | Keyword Type | Example |
|---|---|---|
| First 30 chars | Primary keyword | "noise-canceling wireless headphones" |
| Zone 1 | Core benefit keyword | "remote workers" |
| Zone 1 | Feature keyword | "40-hour battery" |
| Zone 2 | Use case keywords | "Zoom calls," "coffee shop" |
| Zone 2 | Problem keywords | "block distractions," "marathon sessions" |
| Zone 2 | Comparison keywords | "over-ear," "unlike earbuds" |
| Zone 2 | Technical keywords | "Bluetooth 5.3," "USB-C" |
Keyword Research Checklist
- Pull search terms from existing Google Ads campaigns
- Check Google autocomplete for "[product] for [use case]"
- Review competitor product pages for keyword gaps
- Include product type + attribute combinations
- Add problem-based keywords (what are they trying to solve?)
Keyword Density Check
Total keywords: _____ (target: 8-12)
Total characters: _____ (target: 800-1,000)
Density: 1 keyword per _____ characters (target: 80-125)
Use Cases vs. Specs: The Conversion Difference
This is where most descriptions fail. They list specs. Customers don't search for specs.
Specs Don't Sell
What brands write:
40mm drivers. 20Hz-20kHz frequency response. 32Ω impedance. 280g weight.
What customers search:
"headphones for working from home" "comfortable headphones for all day" "headphones that don't hurt after hours"
The Conversion Flip
| Spec | → | Use Case |
|---|---|---|
| 40-hour battery | → | "Handles your entire work week on one charge" |
| Memory foam cushions | → | "Comfortable hour 8 the same as hour 1" |
| Active noise canceling | → | "Block your neighbor's lawn mower" |
| 280g weight | → | "Light enough to forget you're wearing them" |
Use Case Template
[When/Where scenario] + [What product does] + [Outcome for customer]
Examples:
- "On back-to-back Zoom calls" + "boom mic picks up your voice" + "not background noise"
- "Working from a noisy coffee shop" + "ANC blocks distractions" + "so you can actually focus"
- "Traveling for work" + "foldable design" + "fits in your laptop bag"
Marketing Fluff Blocklist
These words hurt your descriptions. They're unsearchable, vague, and Google ignores them.
Words to Delete
| ❌ Remove | ✅ Replace With |
|---|---|
| Premium quality | Specific material: "100% merino wool" |
| Best-in-class | Comparative data: "50% lighter than standard" |
| Amazing | Specific benefit: "40-hour battery life" |
| Revolutionary | What it actually does: "Connects to 2 devices simultaneously" |
| Top-rated | Specific rating: "4.7/5 from 2,400 reviews" |
| World's best | Measurable claim: "Used by 10,000+ remote workers" |
Promotional Text Violations
Google rejects or penalizes these in descriptions:
- ❌ "SALE" or "% OFF"
- ❌ "FREE SHIPPING"
- ❌ "BUY NOW"
- ❌ "LIMITED TIME"
- ❌ "CLICK HERE"
Put shipping info in shipping attributes. Put promotions in the promotions feed. Keep descriptions clean.
Variant Description Matrix
If you sell the same product in multiple colors, sizes, or configurations, you need unique descriptions for each.
The problem: Identical descriptions = missed keyword opportunities + Google may see as duplicate content.
The Solution: Base + Variant Insert
┌─────────────────────────────────────────┐
│ BASE DESCRIPTION (500 chars) │
│ Same for all variants │
│ Core product, main use cases │
└─────────────────────────────────────────┘
+
┌─────────────────────────────────────────┐
│ VARIANT INSERT (200-300 chars) │
│ Unique per SKU │
│ Color/size-specific keywords + uses │
└─────────────────────────────────────────┘
Variant Insert Template
[Variant attribute]. [Variant-specific keyword]. [Variant-specific use case].
Example: T-Shirt Variants
Base (same for all):
100% organic cotton t-shirt for everyday wear. Pre-shrunk, tagless, and built to last 100+ washes without fading. Relaxed fit works tucked or untucked...
Navy variant insert:
Navy blue pairs with khakis for casual office days or jeans for weekends. The dark color hides minor stains—ideal for coffee drinkers and parents of toddlers.
White variant insert:
Classic white goes under blazers for business casual or solo with shorts in summer. Reinforced collar keeps its shape after repeated washing.
Black variant insert:
Black t-shirt works as a base layer or standalone. Doesn't show sweat marks like gray. Popular choice for fitness and outdoor activities.
Variant Keyword Rotation
| Variant | Unique Keywords |
|---|---|
| Navy | "navy blue t-shirt," "office casual," "dark color" |
| White | "white t-shirt," "business casual," "summer" |
| Black | "black t-shirt," "base layer," "fitness" |
The Complete 150/850 Template
Copy this template. Fill in the brackets. Hit publish.
Zone 1 Template (150 characters)
[Primary keyword] for [target audience]. [Key feature 1], [key feature 2]. [Core benefit in customer language].
Zone 2 Template (850 characters)
[Use Case 1: Specific scenario]. [How product solves the problem]. [Outcome].
[Use Case 2: Different scenario]. [Feature that enables it]. [Why that matters].
[Problem statement most customers have]. [How your product is different]. [Specific differentiator vs. alternatives].
[Trust signal: Rating/reviews/warranty/guarantee].
Features: [Keyword feature 1]. [Keyword feature 2]. [Keyword feature 3]. [Keyword feature 4].
Character Counting
Zone 1: _____ / 150 characters Zone 2: _____ / 850 characters Total: _____ / 1,000 characters Keywords: _____ / 8-12 keywords
Quick Audit Checklist
Run this on your existing descriptions. Score 1 point for each.
Structure (4 points)
- Total length 800-1,000 characters
- First 150 characters optimized for SERP
- Zone 2 contains conversion copy
- Natural paragraph breaks (not wall of text)
Keywords (4 points)
- Primary keyword in first 30 characters
- 8-12 keywords total
- Keywords read naturally (not stuffed)
- Include use-case keywords (not just product specs)
Content Quality (4 points)
- Use cases, not just specs
- Zero marketing fluff (premium, amazing, best)
- At least one trust signal
- Unique content (not copied from landing page)
Compliance (3 points)
- No promotional text (SALE, FREE SHIPPING)
- No CTAs (BUY NOW, CLICK HERE)
- Variant descriptions are unique
Score: _____ / 15
- 12-15: Optimized. Minor tweaks only.
- 8-11: Room for improvement. Prioritize Zone 1 and keywords.
- 0-7: Major rewrite needed. Start with this template.
Implementation Checklist
Week 1: Audit
- Export top 20 products by revenue
- Score each using Quick Audit Checklist
- Identify 5 products with lowest scores
Week 2: Rewrite Priority Products
- Apply 150/850 Method to 5 lowest-scoring products
- Pull keyword data from search term reports
- Write Zone 1 and Zone 2 for each
Week 3: Expand
- Apply to next 15 products
- Create variant descriptions where applicable
- Set up keyword rotation for variants
Week 4: Measure
- Compare CTR before/after (30-day window)
- Track conversion rate changes
- Document wins for remaining catalog
Ongoing
- New products: Use template from day 1
- Quarterly: Refresh descriptions with new keywords from search term reports
- Annual: Full audit of top 100 products
Expected Results
Based on our analysis of 100+ accounts implementing similar optimization:
| Metric | Typical Improvement | Timeframe |
|---|---|---|
| CTR | +18-40% | 2-4 weeks |
| Conversions | +20-95% | 4-8 weeks |
| Conversion Value | +30-140% | 4-8 weeks |
Results vary by product, market, and baseline optimization level. Accounts with no prior description optimization see the largest gains.
Common Questions
Q: Should I use HTML formatting in descriptions?
A: Light formatting helps readability. Use <br> for line breaks. Bold (<b>) sparingly for key benefits. Don't over-format.
Q: What if my product genuinely needs 2,000+ characters? A: Fine for complex products (electronics, B2B). But first 1,000 should stand alone. Most customers won't read past 1,000.
Q: How often should I update descriptions? A: Quarterly keyword refresh. Full rewrite annually or when performance drops 20%+.
Q: Does this work for all product categories? A: Yes. Tested across apparel, electronics, home goods, beauty, and B2B products. The structure applies universally.
Next Steps
- Export your top 20 products by revenue from your feed
- Score each using the Quick Audit Checklist (page up—takes 2 minutes per product)
- Rewrite your 5 lowest-scoring products using the Zone 1 + Zone 2 templates
- Measure CTR and conversion value at 30 days—screenshot your baseline now
The brands winning at Google Shopping aren't writing more words. They're writing the right words in the right zones.
150 characters for the click. 850 characters for the close.
That's The 150/850 Method.
Questions? Reply to this email or DM us on Twitter/X.
Want us to audit your Google Shopping feed? [Link to services]
About This Guide
The 150/850 Method was developed from hands-on analysis of 100+ Google Shopping accounts, supplemented by industry research from DataFeedWatch, GoDataFeed, FeedArmy, and Google Merchant Center documentation.
© 2024 | The 150/850 Method
