Title [title]

Use the title [title] attribute to clearly identify the product that 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.

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 that Google understands the data that you're submitting.

For details on when and how to submit values in English, learn more about submitting your product data

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 <g:title>Google Organic Cotton Men's T-Shirt - Blue - M</g:title>


To format your data for Content API, have a look at the Content API for Shopping.

Guidelines

Follow these guidelines to make sure that you submit high quality data for your products.

Minimum requirements

These are the requirements that 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 on the Diagnostics page of your Merchant Center account.

Note: If your title does not fit within the maximum character limit, Google will truncate it to fit. You will 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 that your title describes the product that you're linking to. While the titles that 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 also submit these details through the appropriate attributes, such as colour [color], size [size] or age group [age_group]. For product design elements that don't have a corresponding attribute, such as 'flavour', 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 are selling curtains and have listed seven different curtains on your landing page, all distinguished by different sizes and colours. Customers need a simple way to quickly identify the product that 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 (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. Capitalised text is common in spam and untrustworthy ads. You should still use capitalisation 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, delivery, delivery date, other time-related information or your company's name. Include this information with the other attributes such as sale price or delivery.
  • 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 optimise 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 recognise 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 clothing or 'waterproof' for mascara

Additional guidelines

Review each section closely to determine whether 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 Diagnostics in 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 that you submit depends on the type, condition and manufacturer of the printer cartridge that you are selling.
Learn more about requirements for printer cartridges

Compatible or refurbished third-party products


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

US only – Mobile phone or tablet with instalment plans

Explain in your title that your product requires an instalment plan of a certain duration. For example, include phrases such as:

  • with 12 monthly payments
  • with 10 monthly instalments
Customised goods

Include a description of the product's customisation details. For example, if a product can be engraved with text, add that information to the title. Learn more about requirements for customised products

Product Samples
If the product that 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 one-year subscription, you might submit: Google Chrome (one-year subscription). Learn more about software subscription requirements

Examples

Relevant title

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

Blue and orange shoe

Product data for Google shoes, men's, size 8, blue and orange
Attribute Value
Title [title] Original Google shoes, men's, size 8, blue and orange
Mobile phones

Nexus 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

Skater dress

 

Product data for a sleeveless polka dot skater dress, black, size small
Attribute Value
Size [size] S
Colour [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
Colour [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
Colour [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
Colour [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
Colour [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
Colour [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 details about these variants to your title. For example, flavour doesn't have an attribute, but you can still add these 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 that you include the word 'subscription' and the subscription duration in the title [title].

Product data for Google Software, one-year subscription
Attribute Value
Title [title] Google Software – One-year subscription
Google product category [google_product_category] Software > Computer software
Bundles

Camera bundle

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