Title [title] and structured title [structured_title]

Use one of the title [title] and structured title [structured_title] attributes to clearly identify the product 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
• Format
• Minimum requirements
• Best practices
• Examples

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 2 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.
• Content [content] (Required): The title text.

Format

Follow these formatting guidelines to make sure Google understands the data you're submitting.

Learn when and how to submit your product data in English

These are the requirements 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 your title describes the product that you’re linking to. While the titles 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 submit these details also through the appropriate attributes such as color [color], size [size], or age group [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 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 7 different curtains on your landing page, all distinguished through different sizes and colors. Customers 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.
  • Don’t use foreign characters for gimmicky purposes. This technique is common in spam and untrustworthy ads. For example: (ಠ_ಠ).
  • The majority of your product data must match the feed language.
• 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.
• 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 text 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 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 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 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
• 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.

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 your Merchant Center account.

Examples