Your product title is the single most important element in your Google Shopping feed. It determines which searches your products appear for, how prominently they rank, and whether shoppers click. Yet most titles are an afterthought—pulled straight from the website with no optimization for Shopping.
This guide covers everything you need to know about writing product titles that perform: the structure that works, category-specific formulas, common mistakes to avoid, and how to measure the impact of your changes.
Why Product Titles Matter So Much
Unlike text ads where you write ad copy, Shopping ads are generated automatically from your product feed. The title you provide directly becomes your ad. It serves three critical functions:
1. Query Matching (Visibility)
Google uses your title to understand what your product is and match it to relevant searches. A title that says "Running Shoes" might match generic searches, but "Nike Air Zoom Pegasus 40 Men's Running Shoes" matches specific searches where intent is higher.
Products with low impressions often have titles that don't contain the terms shoppers are searching for.
2. Ranking (Position)
Your title affects your Ad Rank in Shopping auctions. Better matching and higher expected CTR (which good titles improve) contribute to better positions. This impacts your impression share and whether you appear in top positions.
3. Click-Through Rate (Engagement)
Shoppers scan Shopping results quickly. A clear, specific title helps them immediately understand what you're selling. Vague titles get skipped; specific titles get clicks.
The Visibility-CTR Connection
Titles impact both visibility AND engagement. A title optimized only for matching (stuffed with keywords) might get impressions but low CTR. A title optimized only for readability might miss searches. The best titles achieve both—they match relevant queries and clearly communicate value to shoppers.
Google's Title Requirements
Before optimizing, understand what Google requires and allows:
Character Limits
| Limit | Characters | Notes |
|---|---|---|
| Maximum | 150 characters | Hard limit—anything beyond is cut off |
| Displayed | ~70-100 characters | What typically shows in ads (varies by device) |
| Recommended | 70-150 characters | Use full space; front-load key info |
What's Required
- Accurate description: Title must describe the actual product
- Variant specificity: Include variant details (color, size) for variant products
- Language match: Title must be in the language of the target country
What's Prohibited
- Promotional text: "Sale", "Free Shipping", "Best Price", "20% Off"
- ALL CAPS: Except for acronyms (USB, LED, etc.)
- Excessive punctuation: !!!, ???, ***, etc.
- Foreign characters: For attention (unless part of brand name)
- Keyword stuffing: Repeating keywords unnaturally
Disapproval Risk
Titles with promotional text or excessive caps will be disapproved. If you notice products suddenly disapproved, check your titles first. Review Merchant Center diagnostics for title-related issues.
The Universal Title Formula
While the exact structure varies by category, most successful titles follow this general pattern:
Brand + Product Type + Key Attributes + Model/Variant
Breaking Down Each Element
| Element | What to Include | Example |
|---|---|---|
| Brand | Manufacturer or brand name | Nike, Samsung, IKEA |
| Product Type | What the product is (generic category) | Running Shoes, Smart TV, Bookshelf |
| Key Attributes | Important characteristics shoppers search for | Men's, 55-inch 4K, 5-Shelf Oak |
| Model/Variant | Specific model name, size, color | Air Zoom Pegasus 40, QN55Q60C, Black |
Order Matters
Put the most important information first. Since only ~70 characters display, frontload what matters most for your product category:
- Known brands: Lead with brand (Nike, Apple, Sony)
- Unknown brands: Lead with product type (what it is)
- Technical products: Include model numbers early
- Fashion: Include gender and key style early
Category-Specific Title Formulas
Title requirements vary by product category. Here are optimized formulas for major categories.
Apparel & Fashion
Formula: Brand + Gender + Product Type + Material/Style + Color + Size
| Before | After |
|---|---|
| T-Shirt | Levi's Men's Classic Cotton T-Shirt - Navy Blue - Size Large |
| Women's Dress | Zara Women's Midi Wrap Dress - Floral Print - Size Medium |
| Running Shoes | Adidas Ultraboost 22 Women's Running Shoes - Cloud White - Size 8 |
Key attributes for fashion: Gender, size, color, material, style (casual, formal), fit (slim, relaxed), season (if applicable). Using custom labels alongside optimized titles lets you segment these products by season or margin for more precise bidding.
Electronics & Technology
Formula: Brand + Model + Product Type + Key Spec + Secondary Spec
| Before | After |
|---|---|
| Smart TV | Samsung QN55Q60C 55-Inch QLED 4K Smart TV - 2024 Model |
| Laptop | Apple MacBook Pro 14" M3 Pro Chip - 18GB RAM 512GB SSD - Space Gray |
| Headphones | Sony WH-1000XM5 Wireless Noise-Canceling Over-Ear Headphones - Black |
Key attributes for electronics: Model number, screen size, storage capacity, RAM, processor, connectivity (wireless, Bluetooth), year/generation
Home & Garden
Formula: Brand + Product Type + Material + Dimensions/Size + Color/Finish
| Before | After |
|---|---|
| Sofa | IKEA KIVIK 3-Seat Fabric Sofa - 90" Wide - Hillared Beige |
| Garden Hose | Flexzilla Pro 100ft Expandable Garden Hose - 3/4" Brass Fittings - Green |
| Desk Lamp | BenQ ScreenBar Plus Monitor LED Desk Lamp - Auto-Dimming - Matte Black |
Key attributes for home: Dimensions, material, capacity, number of pieces, finish/color, style (modern, traditional), room type
Beauty & Personal Care
Formula: Brand + Product Line + Product Type + Key Benefit + Size/Quantity
| Before | After |
|---|---|
| Face Cream | La Roche-Posay Toleriane Double Repair Face Moisturizer - 2.5 fl oz |
| Shampoo | Olaplex No. 4 Bond Maintenance Shampoo - Repairs Damaged Hair - 8.5 oz |
| Perfume | Chanel Coco Mademoiselle Eau de Parfum Spray - 3.4 oz / 100ml |
Key attributes for beauty: Product line/collection, benefit (hydrating, anti-aging), skin/hair type, size, scent (for fragrances)
Food & Grocery
Formula: Brand + Product Type + Flavor/Variety + Size/Count + Special Attributes
| Before | After |
|---|---|
| Coffee | Lavazza Super Crema Espresso Whole Bean Coffee - 2.2 lb Bag - Medium Roast |
| Protein Bars | RXBAR Protein Bar Variety Pack - 12 Count - Gluten-Free, 12g Protein |
Key attributes for food: Flavor, size/weight, count/quantity, dietary (organic, gluten-free, vegan), roast level, origin
Title Optimization Best Practices
1. Front-Load the Most Important Information
Put critical details in the first 70 characters since that's what displays in most Shopping placements. Don't bury important attributes at the end.
- Good: "Nike Air Max 90 Men's Sneakers - White/Black - Size 10"
- Bad: "Sneakers Men's Size 10 White/Black Nike Air Max 90"
2. Use Natural Language, Not Keyword Stuffing
Your title should read naturally. Keyword-stuffed titles look spammy and may hurt CTR even if they match searches.
- Good: "Samsung Galaxy S24 Ultra 5G Smartphone - 256GB - Titanium Black"
- Bad: "Samsung Phone Galaxy S24 Ultra Phone 5G Phone Smartphone Black"
3. Be Specific About Variants
Each variant should have a unique, specific title. Generic titles for all variants hurt matching and confuse shoppers.
- Good: "Levi's 501 Original Fit Jeans - Men's - Dark Stonewash - 32W x 32L"
- Bad: "Levi's 501 Jeans" (for all size/wash variants)
4. Include Model Numbers for Technical Products
Many shoppers search by model number. Including it captures high-intent searches.
- Include: "Sony WH-1000XM5" not just "Sony Headphones"
- Include: "KitchenAid KSM150PS" not just "KitchenAid Stand Mixer"
5. Use Standard Terminology
Use terms shoppers actually search for, not internal jargon or creative marketing names.
- Good: "Wireless Noise-Canceling Headphones"
- Bad: "SoundSilence Pro Audio Experience Device"
6. Don't Include Information That's Shown Elsewhere
Price is displayed separately in Shopping ads. Don't waste title space on:
- Price or discounts
- Shipping information
- Your store name (unless it's the brand)
Pro Tip: Separator Characters
Use consistent separators to improve readability. Common choices: hyphens (-), pipes (|), or commas. Pick one style and stick with it across your feed. Example: "Nike Air Max 90 - Men's - White/Black - Size 10"
Common Title Mistakes to Avoid
Mistake 1: Using Website Titles As-Is
Website product titles are optimized for on-site search and navigation, not Google Shopping. They're often too short or miss searchable attributes.
Website title: "Ultra Boost 22"
Shopping title: "Adidas Ultraboost 22 Women's Running Shoes - Core Black - Size 7"
Mistake 2: Skipping Variant Details
Using the same generic title for all variants means you're competing with yourself and confusing shoppers about what they'll receive.
Mistake 3: Promotional Language
These will get your products disapproved. For more on avoiding disapprovals, see our guide to common feed errors:
- "SALE - 50% OFF Nike Air Max 90"
- "FREE SHIPPING - Samsung TV"
- "BEST PRICE iPhone 15 Pro"
Mistake 4: ALL CAPS for Emphasis
ALL CAPS looks spammy and violates Google's policies (except for legitimate acronyms like LED, USB, HDMI).
Mistake 5: Truncated or Duplicate Titles
Some feeds have technical issues causing titles to be cut off or duplicated across products. Audit your feed regularly.
Mistake 6: Missing Brand Name
For branded products, the brand name is often searched. Omitting it means missing those searches.
Testing and Measuring Title Changes
How to Test Title Changes
- Select a test group: Choose 50-100 similar products (same category, similar performance)
- Document current performance: Record impressions, clicks, CTR, and ROAS for 30 days
- Apply title changes: Update titles using your new formula
- Wait for data: Give it 2-4 weeks to accumulate meaningful data
- Compare results: Look at changes in impressions, CTR, and conversion metrics
Metrics to Track
| Metric | What It Tells You |
|---|---|
| Impressions | Are you matching more searches? |
| Click-Through Rate | Are titles more compelling to shoppers? |
| Conversion Rate | Are you attracting more qualified traffic? |
| Search Terms Report | Are you matching the right searches? |
What Good Results Look Like
- Impressions up 10-30%: Titles are matching more relevant searches
- CTR up 0.1-0.3%: Shoppers find titles more appealing
- Conversion rate stable or up: You're attracting qualified traffic, not just more traffic
If impressions drop after title changes instead of improving, see our guide on recovering from feed update issues. Tools like SKU Analyzer can help track performance changes across product segments, making it easier to measure the impact of title optimization efforts alongside other metrics.
Automating Title Optimization
Feed Rules in Merchant Center
Use feed rules to automatically enhance titles without changing your source feed:
- Prepend brand: If brand isn't in title, add it to the start
- Append color: Add color attribute to end of title
- Replace text: Standardize terminology (change "Tee" to "T-Shirt")
Using Custom Labels for Title Testing
Tag products with custom labels based on title type (original, optimized, test variant). This lets you segment reporting and compare performance.
Bulk Editing Approaches
For large catalogs:
- Export your product feed
- Use spreadsheet formulas to construct titles from attributes:
=CONCATENATE(brand, " ", product_type, " - ", color, " - ", size) - Review for edge cases and errors
- Re-upload to Merchant Center
Frequently Asked Questions
What is the ideal length for Google Shopping product titles?
Google allows up to 150 characters, but only 70-100 characters typically display in Shopping ads. Put the most important information (brand, product type, key attributes) in the first 70 characters. Use the remaining space for secondary details that help with matching but may be truncated in the ad display.
Should I put the brand name first in Google Shopping titles?
It depends on brand recognition. For well-known brands (Nike, Apple, Sony), lead with the brand name as shoppers search for it. For lesser-known brands, lead with the product type (what it is) so shoppers know what they're looking at. Test both approaches if unsure.
How do I optimize titles for products with variants?
Include the specific variant attributes in each title—don't use generic titles for all variants. "Nike Air Max 90 - White/Black - Men's Size 10" is better than "Nike Air Max 90". This ensures each variant matches relevant searches and helps shoppers identify exactly what they're clicking on.
Can I use promotional text in Google Shopping titles?
No. Google prohibits promotional text like "Sale", "Free Shipping", "20% Off", or "Best Price" in product titles. Using promotional language can result in product disapprovals. Use Merchant Promotions to highlight deals instead—they display as special annotations on your ads.
How often should I update my product titles?
Review titles quarterly or when you notice performance issues (low impressions or CTR). Avoid frequent changes that prevent you from measuring impact. When testing, change titles for a subset of products, wait 2-4 weeks for data, then compare performance before and after.
Conclusion
Product titles are your first (and sometimes only) opportunity to capture a shopper's attention in Google Shopping. A well-optimized title improves visibility by matching more relevant searches, improves ranking by signaling quality to Google, and improves CTR by clearly communicating value to shoppers.
Key takeaways:
- Follow the formula: Brand + Product Type + Key Attributes + Model/Variant
- Front-load important info: First 70 characters matter most
- Be specific for variants: Each variant needs a unique, detailed title
- Avoid promotional text: No sales language, no ALL CAPS
- Test and measure: Track impressions, CTR, and conversions before and after changes
Start with your top 50 products by spend or revenue. Apply the formula for their category, wait 2-4 weeks, and measure the impact. Once you see results, roll out the approach to your full catalog. Small improvements in title quality compound across thousands of products into significant performance gains. Pair title optimization with negative keyword management to ensure your improved titles attract only the most relevant traffic.