What is the structured description in Merchant Center?
WeAdU · Updated 5 October 2026
In Merchant Center, the structured description attribute `[structured_description]` is where you send a description written with generative AI. The description attribute `[description]` is about the product itself: features, specifications and visual aspects.
What it doesn't contain
It doesn't tell the company's story or set out its policies. Links don't belong in it: the landing page address goes in the link attribute. Price, sale price, dates, shipping and company name stay out of this text.
Google requires the description `[description]` or the structured description `[structured_description]`. For a description written with generative AI, send `[structured_description]` instead of `[description]`. If you also send `[description]`, Google ignores the AI declaration and keeps only the description.
Which figures are on the homepage?
Exact text from the homepage, read on 5 October 2026.
| Block | Exact text |
|---|---|
| Clients | 70% of clients see a higher ROAS after we restructure their accounts |
| Scope | 14 of 20 clients, over 12 months |
| Spend | $32M+ ad spend managed |
| Sales | $241M+ in sales generated |
| Tracking | $132M+ tracked in Google Ads |
| Conversions | 5.3M+ conversions |
| Duration | 24+ years (2002) |
What Google's help page says
A description written with generative AI goes in the structured description `[structured_description]`, with the digital source type `trained_algorithmic_media` and the text in the content sub-attribute. Do not send `[description]` when the description is generated by AI, or Google ignores the AI declaration.
Google requires the description `[description]` or the structured description `[structured_description]`. The text has to stay consistent with the title and the landing page. A product with no description gets a warning, and its serving can be limited. The description entry, already in the glossary, covers those rules for descriptions not written with generative AI.
The structured description in a multi-brand file
Each row keeps its description, and the same goes for a structured description when you send one. The item group id links variants without merging their text. In a multi-brand file, a row that sends a structured description does it for its own variant, with the digital source type and the text in the content sub-attribute. The description entry is still the reference for the `[description]` attribute. This entry covers the AI declaration.
Where is the catalogue already described?
Homepage, Automate step, read on 5 October 2026: "Daily product classification, custom label updates, and feed maintenance." The article on Performance Max structure, linked below, is the catalogue source.
What does the WeAdU audit cover?
On the homepage, read on 5 October 2026: "The free audit covers Google Ads only." No Google Ads account figure here.
Help pages
Source: the description help page, read on 13 October 2026.