For example, a user that searched for “lightweight drill” was unlikely to find the Bosch PS42 12V Brushless Drill, even though this was a key benefit of the product.
To ensure that searching shoppers were able to find exactly what they were looking for, Bosch became an early adopter of Manufacturer Center, a free tool to help brand manufacturers accurately represent their products to shoppers on Google.com and other Google services. By uploading complete and accurate product data into Manufacturer Center, brands increase their chances of standing out in a crowded marketplace – and ultimately get more of their products in the hands of consumers. “Manufacturer Center helped us surface the most relevant products to consumers in a consistent way,” said Shah.
The product description provided by Bosch highlighted that the PS42 is compact and lightweight. Even Shopping ads that don’t display product descriptions can benefit from this additional information, helping Google show the most useful ads to users. Now, when users search for “lightweight drill”, they are much more likely to find the PS42. As a result of uploading this more accurate, descriptive data, Bosch saw a 4% uplift in conversions across their updated products on the sites of retailers advertising Bosch products on Google.
As one of the first to adopt and influence the direction of Manufacturer Center, Bosch is looking forward to working closely with Google and the Manufacturer Center product to define additional features that will help them succeed online. “As we expand the products we sell, we’re excited to continue to leverage Manufacturer Center to highlight clear, consistent descriptions and benefits to consumers,” said Shah.