Online retailers can now add an optional short title to identify their products in Google Merchant Center.
[short_title] the attribute differs from the existing one
Google Merchant Center adds short title option for smaller ad placements attribute in that the short title should be concise and is intended to appear as “stealth experiments”, such as Discovery campaigns and Shopping ads on Gmail.
Why we care. Full product titles are often truncated in “browsing” contexts mentioned by Google, which means users may not see all of the relevant information in your ad. Short titles give merchants an alternative and concise way to identify their products, which can help improve click-through rates.
Short Title Requirements. Although Google allows 1-150 characters for this field, it recommends using 5-65 characters. Google also advises merchants:
- Use a relevant and concise short title that clearly describes their product.
- Make sure the short title describes the product on the landing page.
- Use professional and grammatically correct language.
- Avoid foreign languages unless they are well understood (eg “sushi”).
- Avoid using capital letters for emphasis.
- Avoid including promotional text (i.e. prices, sale dates, your company name, etc.).
- Do not add extra whitespace.
Best practices for short titles. As mentioned above, Google recommends limiting your short titles to 65 characters or less because users typically only see the first 65 characters of a short title (depending on their screen size).
You should also highlight the most important details by placing them towards the front, because users don’t always read the whole title. And, adding a brand name is a good idea if it helps differentiate the product – this can be important when selling similar products across brands.
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