title is the product name Google shows and matches searches against: 1 to 150 characters, truncated with a warning beyond that, without promotional text (price, sale, shipping, delivery dates, your company name) and without capital letters for emphasis. Put the product name, brand and the attribute that distinguishes this variant first; Google says users usually notice only the first 70 or fewer characters of a title, depending on screen size.
| Attribute | title |
|---|---|
| Requirement | Required for each product. |
| Format |
|
Google’s rules for title
- Don’t include promotional text: price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name.
- Don’t use capital letters for emphasis; keep them for abbreviations, countries, currency and model codes.
- Put the most important details first; include the product name, brand and specific details.
- Match the title on your landing page, and describe the variant (colour, size) where the row is a variant.
Common mistakes, and the error each one becomes
- “SALE”, “20% off”, “free shipping” in the title. → Additional or promotional info
- All-caps titles from a supplier file. → Excessive capitalization
- Concatenated titles over 150 characters with the colour at the end. → Title truncated
Where the value comes from on a connected store
| Shopify | The product title, with the variant’s option values appended so each variant row is distinct. |
|---|---|
| WooCommerce | The product name; for a variation, the product name and its attribute values, such as “Hoodie - Blue, Large”. In both cases, the title is cut to 150 characters or fewer. |
The free feed check reads this attribute from any feed file and reports the defects above; every check is listed. For one value at a time: Check a title’s length and wording.
Questions merchants ask
How much of the title does a shopper see?
Google says users usually notice only the first 70 or fewer characters of a title, depending on screen size. The rest is used for matching, so the words shoppers type belong in the first 70.
Is the brand required in the title?
Not required, but recommended: it is what shoppers search for. Google matches the separate brand attribute too, so the title can lead with the product when the brand is unknown.
Can I use the same title for every variant?
You can, but variants then look identical in the ad and Google cannot match a search for the red one. Add the distinguishing attribute to each variant’s title.
Sources
- Title [title] and structured title [structured_title] — Google Merchant Center Help
- Product data specification — Google Merchant Center Help