title: Definition

When to use

Required for each product

Format

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

For format API information, see the Content API for Shopping.

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.

Examples