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In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

Short title [short_title]

A custom icon for Merchant Center Classic and Merchant Center Next.

Use the short title [short_title] attribute to briefly and clearly identify the product you’re selling. In contrast to the title [title] attribute, the value you submit for the short title [short_title] attribute should be concise and will only be used in browsy contexts, such as Discovery campaigns.

An example of a product's short_title that describes the color and type of product displayed on their mobile screen.

In this article


When to use

Optional Optional for each product

Format

Follow these formatting guidelines to make sure Google understands the data you're submitting. Learn when and how to submit your product data in English

Type String (Unicode characters. Recommended: ASCII only)
Limits 1–150 characters (Recommended: 5–65 characters)
Repeated field No

 

File format Example value
Text feeds T-Shirt
XML feeds <g:short_title>T-Shirt</g:short_title>

Minimum requirements

These are the requirements you need to meet for a short title [short_title] to be eligible to be shown to users. If you don't follow these requirements, we'll disapprove your product.

  • Use a relevant short title that clearly describes your product.
  • Be concise. While the title [title] attribute is used to match a consumer's search to your products, the short title [short_title] is intended to show your product more concisely in browsy experiences.
  • Describe the product shown on your landing page. Make sure the short title [short_title] describes the product you’re linking to. While the short titles you provide for products in your product data don’t always need to be identical to the content on your landing pages, they should refer to the same product.
  • Use professional and grammatically correct language. Correct grammar is easy to understand and gives a professional appearance, which can lead to more clicks. Also avoid gimmicky ways of drawing attention such as including all caps, symbols, HTML tags, and promotional text. Learn more about the editorial and professional requirements
  • Don’t use words from foreign languages unless they’re well understood, such as a product with a foreign name.
    • For example, "sushi" is a word well-understood outside of Japan.
    • Write foreign words using the alphabet of your target language. For example, avoid Japanese characters when targeting the United States. Letters with accents (for example, “Les Clés") are allowed.
    • Don’t use foreign characters for gimmicky purposes. This technique is common in spam and untrustworthy ads. For example: (ಠ_ಠ).
  • Don’t use capital letters for emphasis. Capitalized text is common in spam and untrustworthy ads. You should still use capitalization when it’s appropriate, including for abbreviations, phone numbers, countries, and currency. For example, "ADHD", "UNICEF", "1-555-CALL-NOW", "UK", and "USD".
  • Don’t include promotional text. Don’t add information such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name. Include this information with the other attributes such as sale price [sale_price] or shipping [shipping].
  • Don’t use extra white spaces. Instead, use those characters in a more effective way to describe your product.

Best practices

These best practices can help you go beyond the basic requirements to optimize your product data for performance.

  • Limit your short titles to 65 or fewer characters. Users usually only see the first 65 characters of a short title, depending on their screen size.
  • Put the most important details first. Users don’t always read the entire title, especially in browsy experiences, where they are scrolling quickly. Be concise.
  • Add the brand name if it’s a differentiating factor. If you sell products from many different brands and the product's brand is a differentiating characteristic of the product, add the brand name to the product title so that users can understand who makes the product you are selling.

Examples

Relevant short title

Make sure your short title [short_title] describes the product on your landing page.

Blue and orange shoe

Product Google shoes
Title [title] Original Google shoes, mens, size 8, blue and orange
Short title [short_title] Running shoes
Products without variants
Product Android Squishable
Title [title] 15" Android Squishable Organic Cotton
Short title [short_title] Squishable
Product with variants

Skater dress

Product Skater dress in black, green
Size [size] S
Color [color] Black
Title [title] Sleeveless Polka Dot Skater Dress, Small, Black
Short title [short_title] Sleeveless Polka Dot Skater Dress

 

Product Skater dress in black, green
Size [size] S
Color [color] Green
Title [title] Sleeveless Polka Dot Skater Dress, Small, Green
Short title [short_title] Sleeveless Polka Dot Skater Dress

 

Product Skater dress in black, green
Size [size] M
Color [color] Black
Title [title] Sleeveless Polka Dot Skater Dress, Medium, Black
Short title [short_title] Sleeveless Polka Dot Skater Dress

 

Product Skater dress in black, green
Size [size] M
Color [color] Green
Title [title] Sleeveless Polka Dot Skater Dress, Medium, Green
Short title [short_title] Sleeveless Polka Dot Skater Dress

 

Product Skater dress in black, green
Size [size] L
Color [color] Black
Title [title] Sleeveless Polka Dot Skater Dress, Large, Black
Short title [short_title] Sleeveless Polka Dot Skater Dress

 

Product Skater dress in black, green
Size [size] L
Color [color] Green
Title [title] Sleeveless Polka Dot Skater Dress, Large, Green
Short title [short_title] Sleeveless Polka Dot Skater Dress

 

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