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Title [title] and structured title [structured_title]

A custom icon for Merchant Center Classic and Merchant Center Next.

 

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.

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


In this article


When to use

Required 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:

Content [content] (required): The title text.

  • 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.

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 [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 and 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 with 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 and 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 is recognised by our system correctly, remember to submit your data feed file in a format that we support.

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.

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 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.
  • 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.
    • 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.
    • 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.
  • 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

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

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'.
Optimised titles

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.

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

Title created using generative AI

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

 Blue and orange shoe

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)"
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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