Creating successful ads requires you to understand your product well so that you can help google ads understand which category they fall into and what sorts of the audience would be perfect for the ad. The better your understanding of your product, the more successful your ad campaigns with google will turn out as. 

This Google merchant center feed guide will help you understand the terminology and help you place the correct attributes in the right place to start making brilliant ads. Shopping ads are a brilliant way to grow your customer base and capitalize on new audiences beyond your returning customers. 

Title – Google Shopping Feed Specification Guide

Every product’s data needs to adhere to the format requirements put forward by Google Shopping ads in order to aid them in making the right ads for you. The right amount of detailing is crucial in helping the team create the right ads for the right audience. 

Google Merchant Center will give you the option to start a primary feed or a supplementary feed for an existing feed. You will have to fill out the following details for each feed you create. While Google Merchant Center gives you a ready-made Google sheet form, you can also use your own columns with your choice of product attributes.

Title – Product data specification guide

Yes, Your Product Name has to be the title in the Google feed within 150 Characters. This product attribute is very critical, and you must use the best title for your product to make the most of your ad. To do so, deciding the factor due to which people pick the product must be given the most preference such as the brand name or the item itself. 

Match the product to the title given on the landing page. If there are various variants of your product, mentioning this distinguishing factor is very important. Your title is the keyword google uses to promote your product and match you to the customers looking for the same.

Be aware that there are certain restrictions in each country that require the Merchant to expressly state some attributes of the product. Adhering to such requirements is the best practice. 

Formatting guidelines to be followed are as follows:

  • The title must be in Unicode characters ideally ASCII only
  • The limit for the title is up to 150 characters
  • For Example Google Organic Cotton Men’s T-Shirt – Blue – M

Minimum requirements for the title attribute

  1. Relevant Title: The title should be relevant and precise. Do not add unnecessary details to the title. For more details, descriptions, and details, you can use other attributes or columns to explain the product. Do not use too many adjectives to describe the title. Keep it short with the most important features.
  2. Describe the product shown on your landing page: The title should aptly describe the product on the landing page with no discrepancies. Aim at describing the product in the easiest way possible: small and clear.
  3. Distinguish between variants: To avoid confusion between different variants, the titles should mention the differences in color or type or model number for easy comprehension. To avoid confusion, variants should have clear specifications to be able to differentiate with ease.
  4. Use professional and grammatically correct language: It is very important to use professional language with the right grammar to make the title. Using irrelevant words or unprofessional descriptions can make ads undesirable and less viewed.
  5. Don’t use words from foreign languages, unless they’re well understood: Stick to titles in the same language as the majority of your customers. The geographical location of the sale plays a role here, and it should be kept in mind before adding up slang words or any other foreign words to attract more clicks.
  6. Don’t use capital letters for emphasis: Capital Letters are unpleasant to read and don’t create any emphasis but instead are just bad ways to present content. Avoid using capital letters as they are known to be harder to read and might not deliver as many clicks as they might deter.
  7. Don’t include the promotional text: The title is meant to convey the basic idea of a product in a clear way and that’s why you should avoid adding promotional text about your store, the landing page, any discounts, or any such offers to attract more hits. This is considered an unprofessional way to use the title and Google might flag your account if you don’t adhere to these rules for many products.
  8. Don’t use extra white spaces: There are only 150 characters that can be used as part of the title, so do not create any extra white spaces to create space for other text. Professional-looking titles and content get more views and hits.

Best practices for the title attribute

  1. Use all 150 characters: It is best to use the 150 characters given judiciously to convey the most important features of the product in the title like the brand, color, material, model number, or other such crucial details. These help the customer immediately identify what the product is and will most likely help you convert the ads to clicks.
  2. Put the most important details first: Every product might have different details which come first. For some, the USP (unique selling point) might be the brand while for others it may be the material or nature of the product. Make sure you identify these features and add these first.
  3. Use keywords: The best way to cover your audience is by adding the right keywords. Mostly the brand, product name, and specifics of the product are considered keywords that are used by a customer to search for these products. Shopping ads work successfully when you incorporate similar or the same keywords into your title.

Examples of the title attribute

  1. Relevant title: Let’s take a smartphone. Brand Model Name and Color Specifications should be the format in which you mention all the important details of the phone. Samsung Galaxy S9 Plus Lilac (64GB)
  2. Products without variants: When the product doesn’t have multiple variants you can stick to mentioning the basic important features such as “Samsung Galaxy S9 Plus Black (64GB)”
  3. Product with variants: When there are multiple variants of a certain product, the color or minor technical differences that are different from product to product- should be mentioned at the end of each product title clearly to mark the difference. Phones may have storage space differences as well as color. So to make these differences evident make your title in the following ways.
    • Samsung Galaxy S9 Plus Black (64GB)
    • Samsung Galaxy S9 Plus Lilac (64GB)
    • Samsung Galaxy S9 Lite Black (128GB)
    • Samsung Galaxy S9 Lite Lilac (128GB)
  4. Bundles: When products come in bundles, the pictures and the title should be conveyed the same to avoid confusion. Samsung Galaxy S9 Plus Lilac (64GB) with Samsung Bluetooth Wireless Headset should be the Title.


The above Google feed specification guide only mentions how to go about the title attribute of the specifications. Google feed software is very easy to understand and use to be able to create the best google shopping ads. 

Clarity of the product and information about your product will help you create more shopping ads and convert them into good customer bases within no time. You need to maintain transparency of information and consistency with the linked page, which must be updated frequently.

Further readings on Google Feed 

  1. How to Troubleshoot your Google Shopping feed?
  2. What are the Requirements for the Google Shopping feed?
  3. Tips to Optimize Your Google Shopping Feed
  4. How to create the correct Feed for multiple countries?
  5. Google Shopping Feed Guide.

CEO and co founder of AdNabu. Exploring the intersection of data and marketing