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title: Definition

 
Use the title attribute to clearly identify the product you’re selling. The title is one of the most prominent parts of your ad. A specific and accurate title will help us show your product to the right users.

An example ad showing where you might see the title in an ad

When to use

Required for each product

Format

Follow these formatting guidelines to make sure we understand the data you're submitting. 

Type String (Unicode characters. Recommended: ASCII only)
Limits 1–150 characters
Repeated field No
Schema.org property
(What's this?)
Product.name, Type: Text 
 
File format Example value
Text feeds Google Organic Cotton Men's T-Shirt - Blue - M
XML feeds <title>Google Organic Cotton Men's T-Shirt - Blue - M</title>
Content API v2 (JSON) "title": "Google Organic Cotton Men's T-Shirt - Blue - M"
Content API v2 (XML) <title>Google Organic Cotton Men's T-Shirt - Blue - M</title>

Guidelines

Follow these guidelines to make sure you submit high-quality data for your products and get the best performance from your ads.

Minimum requirements

These are the requirements you'll need to meet to show ads for your product. If you don't follow these requirements, we'll disapprove your product and let you know in the Diagnostics page of your Merchant Center account. 

  • Use a relevant title that clearly describes your product.
  • Describe the product shown on your landing page. Make sure your title describes the product that you’re linking to.
  • Distinguish between variants. 
    • Add the distinguishing details of each variant to the title. For example, Google T-Shirt, Red. Don’t forget to submit these details also through the appropriate attributes such as color, size, or age_group. For product design elements that don’t have a corresponding attribute, such as flavor, add them to the title.
    • Be specific. The more specific you are with your title, the easier it is for users to identify the correct product on your landing page as well as any of its possible variants. For example, you are selling curtains, and have listed 7 different curtains on your landing page, all distinguished through different sizes and colors. Users need a simple way to quickly identify the product they were looking at initially. A specific title can help with that.
  • Use professional and grammatically correct language. Correct grammar is easier to understand and gives you a more professional appearance, which can lead to more clicks. Also avoid gimmicky ways of drawing attention such as 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 or title. 
    • 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, like  “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 or shipping. 
  • Don’t use extra white spaces. Instead, use those characters in a more effective way to describe your product.

Best practices

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

  • Use all 150 characters. Your title will be used to match your product to a user’s search. Include the important details that define your product. 
  • Put the most important details first. Users will usually see only the first 70 or fewer characters of your title, depending on screen size.
  • Use keywords. Keywords will help connect your product with a user's search and help the user  recognize what you’re selling. Your keywords could include these types of product details:
    • Product name
    • Brand
    • Specific details about the product area such as “maternity” for apparel or “waterproof” for mascara

Additional guidelines

Review each section closely to determine if the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in the Diagnostics page of your Merchant Center account.

Russia only
  • Add the age rating to the beginning of the title for information products such as books, printed media, digital media, and products that include age-restricted information. Use one of these age ratings: 
    • 18+
    • 16+
    • 12+
    • 6+
    • 0+
  • Follow this format when adding the age rating: “(age rating)” + “title of your product"
    For example: (18+) Братья Карамазовы
Mobile phone or tablet with a contract
  • Explain in your title that your product requires a contract of a certain duration. For example, include phrases such as: 
    • with contract, 12 monthly payments
    • with plan, 24 monthly payments
    • with subscription, 18 monthly payments

Printer cartridges

The title you submit depends on the type, condition, and manufacturer of the printer cartridge you are selling.
Learn more about requirements for printer cartridges

Compatible or refurbished third party products


The title you submit depends on the type, condition, and manufacturer of the third party product you’re selling. Learn more about requirements for compatible or refurbished third party products

US only - Mobile phone or tablet with installment plans

  • Explain in your title that your product requires an installment plan of a certain duration. For example, include phrases such as: 
    • with 12 monthly payments
    • with 10 monthly installments
Customized goods
  • Include a description of the product’s customization details. For example, if a product can be engraved with text, add that information to the title.
Merchant-defined bundles and multipacks
  • Describe the entire product bundle or multipack. For example, for a bundle, you might include a description of everything sold together with the main product. For a multipack, you might include information about how many products are sold together.
Software subscriptions

Examples

Relevant title

Make sure your title describes the product on your landing page.

Blue and orange shoe

Product Google shoes
title Original Google shoes, mens, size 8, blue and orange
Mobile phones

Nexus phones

Product Google Nexus 6
title Google Nexus 6 - 32 GB - Midnight Blue - unlocked
   
Product Google Nexus 6
title Google Nexus 6 - 32 GB - Midnight Blue
Products without variants
Product Android Squishable
title 15" Android Squishable Organic Cotton
Product with variants

Skater dress

Product Skater dress in black, green
size S
color Black
title Sleeveless Polka Dot Skater Dress, Small, Black
   
Product Skater dress in black, green
size S
color Green
title Sleeveless Polka Dot Skater Dress, Small, Green
   
Product Skater dress in black, green
size M
color Black
title Sleeveless Polka Dot Skater Dress, Medium, Black
   
Product Skater dress in black, green
size M
color Green
title Sleeveless Polka Dot Skater Dress, Medium, Green
   
Product Skater dress in black, green
size L
color Black
title Sleeveless Polka Dot Skater Dress, Large, Black
   
Product Skater dress in black, green
size L
color Green
title Sleeveless Polka Dot Skater Dress, Large, Green
Products with unsupported variants

Sometimes the distinguishing detail for a group of variant products doesn’t have a corresponding attribute. You can still add the details about those variants to your title. For example, flavor doesn't have an attribute, but you can still add those details to the title.

Product Chocolate
title Organic milk chocolate
   
Product Chocolate
title Organic dark chocolate
Software subscription

When advertising a software subscription, make sure to include the the word "subscription" and the subscription duration in the title.  

Product Google Software
title Google Software - 1-year subscription
google_product_category Software > Computer Software
Bundles

Camera bundle

Product Merchant-defined bundle containing camera, lens, and bag
title Camera - black + 18-55mm lens and blue bag
is_bundle yes
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