Title [title] and structured title [structured_title]

Use one of the title [title] and structured title [structured_title] attributes to clearly identify the product you are selling. The title is one of the most prominent parts of your ad or free listing. A specific and accurate title will help us show your product to the right customers.

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In this article

• When to use
• Format
• Minimum requirements
• Best practices
• Examples

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When to use

Required for each product

For titles created using generative AI, use the structured title [structured_title] attribute. For titles not using generative AI, use either the structured title [structured_title] or title [title] attribute.

The title [title] attribute is a standard text attribute without sub-attributes.

The structured title [structured_title] attribute uses 2 sub-attributes:

• Digital source type [digital_source_type] (Optional): Two values are supported:
  • Default [default]: Specifies that the title provided using the content [content] sub-attribute was not created using generative AI.
  • Trained algorithmic media [trained_algorithmic_media]: Specifies that the title provided using the content [content] sub-attribute was created using Generative AI.
  • If no value is specified, the Default [default] value is used.
• Content [content] (Required): The title text.

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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	Title [title]: 1–150 characters Content [content] sub-attribute of structured title [structured_title]: 1–150 characters
Repeated field	No
Schema.org property (What's this?)	Title [title]: Product.name, Type: Text Structured title [structured_title]: Not supported by Schema.org at this time

Title formatting

File format	Example entry
Text feeds	Google Organic Cotton Men's T-Shirt - Blue - M
XML feeds	<g:title>Google Organic Cotton Men's T-Shirt - Blue - M</g:title>

Structured_title formatting

File format	Example entry
Text feeds	Example created using generative AI: trained_algorithmic_media:"Stride & Conquer: Original Google Men's Blue & Orange Power Shoes (Size 8)" Example not created using generative AI: :Google Organic Cotton Men's T-Shirt - Blue - M Format the value by submitting values for the digital source type [digital_source_type] and content [content] sub-attributes, separated with a colon ( : ). If a colon is part of the content [content] sub-attribute, surround the entire sub-attribute by double-quotes ("). If a double-quote is part of the content [content] sub-attribute, pair it with a second double-quote. For example, instead of 12" Frying Pan:Teflon, provide "12"" Frying Pan:Teflon".
XML feeds	<g:structured_title> <g:digital_source_type> trained_algorithmic_media </g:digital_source_type> <g:content> Stride &amp; Conquer: Original Google Men's Blue & Orange Power Shoes (Size 8) </g:content> </g:structured_title>

To format your data for Content API, see the Content API for Shopping resource.

Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data source file in a format that we support.

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Minimum requirements

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

Note: If your title doesn't fit within the maximum character limit, Google will truncate it to fit. You'll receive a warning indicating that the title has been truncated.

• 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. While the 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.
• 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 [color], size [size], or age group [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 your customers to identify the correct product on your landing page, as well as any of its possible variants. For example, you're selling curtains, and have listed 7 different curtains on your landing page, all distinguished through different sizes and colors. Customers 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.
  • Don’t use foreign characters for gimmicky purposes. This technique is common in spam and untrustworthy ads. For example: (ಠ_ಠ).
  • The majority of your product data must match the feed language.
• 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.
• All titles created using generative AI must be provided using the structured title [structured_title] attribute instead of the title [title] attribute.
  • The digital source type [digital_source_type] sub-attribute of the structured title [structured_title] attribute must have value “trained_algorithmic_media”, indicating that the text was created using generative AI.
  • The content [content] sub-attribute of the structured title [structured_title] attribute must contain the AI-generated title.
• If you provide both the structured title [structured_title] and title [title] attributes, we’ll only use the title [title] attribute.

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Best practices

These best practices 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 customer'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 person's search and help them 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
• 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 (for example, “Les Clés") are allowed.
• Add the product’s 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. Learn more about the brand [brand] attribute.
  • Keep in mind that you can only use your own merchant brand name or company name in the [short_title] attribute if you actually manufacture the product you’re selling. For products you don't manufacture yourself you are required to use the original manufacturer's brand name in the product title.

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 your Merchant Center account.

AI-generated titles

For AI generated titles use the [structured_title] attribute instead of the title [title] attribute. Provide the AI generated title text in the content [content] sub-attribute and set the digital source type [digital_source_type] sub-attribute to value “trained_algorithmic_media”.

Optimized titles

To provide an optimal user experience, Google may promote key product attributes in the front of your title to best match your offer to a customer's search. For titles that use the product's brand name as the first word in the title, other product attributes will be added after the brand name. Separators such as dash ("-") may be added for readability.

Examples

A king size mattress

• Search query: "King size mattress"
• Merchant-provided title*: "Memory foam medium firm mattress king..."
• Dynamic title: "King - Memory foam medium firm..."

A king size memory foam mattress from brand XYZ

• Search query: "XYZ King Memory foam mattress"
• Merchant-provided title*: "Memory foam medium firm mattress king..."
• Dynamic title: "XYZ - King - memory foam king size..."

*The merchant-provided title is the value that you submit for a product using the title [title] attribute. In cases where the title provided is already the best fit to a customer's search query, no changes will be made.

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. Learn more about requirements for customized products

Product samples

If the product you want to show is sold only in bulk quantities, but you also allow people to purchase samples individually, you can show the sample instead of the bulk quantity. To do so, submit the price of the sample in the feed, and begin the title with "sample".

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

Include the word "subscription" and the subscription duration in the title for software subscriptions. For example, for a product with a 1-year subscription, you might submit: Google Chrome (1-year subscription). Learn more about the software subscription requirements

Examples

Relevant title

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

Product data for Google shoes, mens, size 8, blue and orange
Attribute	Value
Title [title]	Original Google shoes, mens, size 8, blue and orange

Non-AI generated relevant title using the structured title [structured_title] attribute instead of the title [title] attribute

Product data for Google shoes, mens, size 8, blue and orange
Attribute	Value
Structured title [structured_title]	:Original Google shoes, mens, size 8, blue and orange

Title created using Generative AI

Make sure you use the structured title [structured_title] attribute instead of the title [title] attribute for AI-generated titles.

Product data for Google shoes, mens, size 8, blue and orange
Attribute	Value
Structured title [structured_title]	trained_algorithmic_media:"Stride & Conquer: Original Google Men's Blue & Orange Power Shoes (Size 8)"

Mobile phones

Product data for a Google Pixel 3, 64 GB, midnight blue, unlocked
Attribute	Value
Title [title]	Google Pixel 3 64 GB - Midnight Blue - unlocked

Product data for a Google Pixel 4, 64 GB, midnight blue
Attribute	Value
Title [title]	Google Pixel 4 64 GB - Midnight Blue

Products without variants

Product data for an Android Squishable, organic cotton, 15”
Attribute	Value
Title [title]	15" Android Squishable Organic Cotton

Product with variants

Product data for a sleeveless polka dot skater dress, black, size small
Attribute	Value
Size [size]	S
Color [color]	Black
Title [title]	Sleeveless Polka Dot Skater Dress, Small, Black

Product data for a sleeveless polka dot skater dress, green, size small
Attribute	Value
Size [size]	S
Color [color]	Green
Title [title]	Sleeveless Polka Dot Skater Dress, Small, Green

Product data for a sleeveless polka dot skater dress, black, size medium
Attribute	Value
Size [size]	M
Color [color]	Black
Title [title]	Sleeveless Polka Dot Skater Dress, Medium, Black

Product data for a sleeveless polka dot skater dress, green, size medium
Attribute	Value
Size [size]	M
Color [color]	Green
Title [title]	Sleeveless Polka Dot Skater Dress, Medium, Green

Product data for a sleeveless polka dot skater dress, black, size large
Attribute	Value
Size [size]	L
Color [color]	Black
Title [title]	Sleeveless Polka Dot Skater Dress, Large, Black

Product data for a sleeveless polka dot skater dress, green, size large
Attribute	Value
Size [size]	L
Color [color]	Green
Title [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 data for organic milk chocolate
Attribute	Value
Title [title]	Organic milk chocolate

Product data for organic dark chocolate
Attribute	Value
Title [title]	Organic dark chocolate

Software subscription

For software subscriptions, make sure to include the word "subscription" and the subscription duration in the title [title].

Product data for Google Software, 1-year subscription
Attribute	Value
Title [title]	Google Software - 1-year subscription
Google product category [google_product_category]	Software > Computer Software

Bundles

Product data for a merchant-defined bundle containing camera, lens, and charger
Attribute	Value
Title [title]	Camera - black + 18-55mm lens and charger
Bundle [is_bundle]	yes