Use one of the title [title]
or structured title [structured_title]
attributes 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.
In this article
When to use
Required for each product
For titles created using generative AI, use the structured title [structured_title]
attribute. Otherwise, you can also use the title [title]
attribute.
The title [title]
attribute is a standard text attribute without sub-attributes.
The structured title [structured_title]
attribute uses two 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.
- Default
- Content
[content]
(required): The title text.
Format
Follow these formatting guidelines to make sure that Google understands the data that you're submitting.
Learn when and how to submit your product data in English
Type |
String (Unicode characters. Recommended: ASCII only) |
Limits |
Title Content |
Repeated field |
No |
Schema.org property |
Title Structured title |
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: Example not created using generative AI: Format the value by submitting values for the digital source type If a colon is part of the content |
XML feeds | <g:structured_title> |
To format your data for Content API, see the Content API for Shopping resource.
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 in your Merchant Center account.
- 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're selling curtains and have listed seven different curtains on your landing page, all distinguished through 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.
- 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
- 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 these 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).
- 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.
- 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 image was created using generative AI. - The content
[content]
sub-attribute of the structured title[structured_title]
attribute must contain the AI-generated title.
- The digital source type
- If you provide both the structured title
[structured_title]
and title[title]
attributes, we'll only use the title[title]
attribute.
Best practices
These best practices can help you to 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
- 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 that is well understood outside Japan.
- Write foreign words using the alphabet of your target language. For example, avoid Japanese characters when targeting the United States. Letters with accents (e.g. 'Les Clés') are allowed.
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 your Merchant Center account.
AI-generated titles
[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
'.To provide an optimal user experience, Google may promote key product attributes at the start 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 a 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.
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
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
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'
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
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.
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
Make sure that your title describes the product on your landing page.
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 |
Title created using generative AI
[structured_title]
attribute instead of the title [title]
attribute for AI-generated titles.
Product data for Google shoes, men's, size 8, blue and orange | |
Attribute | Value |
Structured title [structured_title] |
trained_algorithmic_media:"Stride & Conquer: Original Google men's blue and orange power shoes (size 8)" |
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 |
Product data for an Android Squishable, organic cotton, 15" | |
Attribute | Value |
Title [title] |
15" Android Squishable organic cotton |
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 |
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 |
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 |
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 |