In Google Merchant Center, advertisers can now further optimize their product titles.
“Short title” is a new optional attribute that Google recently added to Merchant Center. With this update, you’ll be able to be more succinct and to the point with your product descriptions.
Where Will The Attribute For A Short Title Appear?
The short title attribute is optional, unlike the “title” attribute, which is required.
The following are the main differences between the title and short title attributes:
- Title attribute: Matches the product landing page and a customer’s search more accurately.
- Short title attribute: A brief and concise description of your product is the short title attribute.
Because the short title attribute is an optional feature, not all networks will display it.
The short title attribute is currently displayed in places where users are likely to do a lot of browsings, such as Discovery campaigns and Shopping Ads in Gmail.
What Are The Minimum Short Title Requirements?
This attribute’s current character limits are 1-150 characters. Google, on the other hand, suggests keeping the character count between 5 and 65.
Google warns that if you do not meet the minimum requirements, your product will be rejected. The following are some of the most important requirements:
- Use language that is professional and grammatically correct.
- If you’re not sure if a word is in a foreign language, don’t use it.
- Specifically, do not use foreign characters for the sake of being attractive.
- In your short title, do not include any promotions.
- Excessive capitalization should be avoided.
Another requirement for using short titles is that your landing page must describe the product. It doesn’t have to match the title on the landing page exactly, but it should at the very least refer to the same product.
When it comes to short titles, capitalization is still appropriate for abbreviations, phone numbers, countries, and currency.
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Use of Short Title Attributes: Best Practices
There are several ways to optimize your product feed’s short titles. The following are the main suggestions for optimizing short titles:
- Limiting yourself to 65 characters
- First, make a list of the most important details.
- If the brand name is a differentiator, include it.
In more browser contexts, the character limit is extremely important. Because users are more likely to scroll in these situations (such as Discovery and Gmail ads), it’s best to keep your title short. Your title may be truncated after 65 characters, making the user experience less appealing.
Summary
When it comes to displaying your ads on more scroll-heavy networks like the Discovery tab or Gmail, less is more.
You have a better chance of capturing a user’s attention if you provide a more concise title.
It would be worthwhile to experiment with using the short title in your product feed and compare the traffic increase. To avoid your ads being disapproved, make sure to follow Google’s minimum guidelines and best practices.
Learn more from SEO and read 6 Problems With Robots.txt And How To Fix Them.
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