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Contradicting Optimisation Suggestions

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi All,

 

I've received contradicting information from Google regarding the Title attribute for Product Data and I wonder if someone could clear this up...

 

Below is direct quote from 'Best Practices' on the 'Title' attribute as shown on this page: https://support.google.com/merchants/answer/6324415

 

The below point is shown under "These are best practices that can help you go beyond the basic requirements to optimise your product data for performance. "

 

 
  • Use all 150 characters. Your title will be used to match your product to a user’s search. Include the important details that define your product. "

 

 

Below is another direct quote regarding 'Long Titles' in the 'Title' attribute as shown on this page: https://support.google.com/merchants/answer/6098378?hl=en-GB

 

"Long titles

What's the problem?

Some of your items have long titles. You can submit titles with up to 150 characters, but because we only display up to 70 characters on Shopping ads, we strongly encourage you to submit titles with 70 or fewer characters whenever possible."

 

 

 

Should I 'use all 150 characters'?

or

Should I 'submit titles with 70 or fewer characters'?

 

It is quite a large difference so I would be interested to know what the true best practice is to maximise performance.

 

Many Thanks,

Spike

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Soaprise M
March

Contradicting Optimisation Suggestions

[ Edited ]
Top Contributor
# 2
Top Contributor

the difference between the 70 and 150 character
boundaries is basically display verses indexing.

the first several characters of a title may be used for display;
all data submitted for titles and descriptions may be indexed
for search -- assuming the data is high quality with respect
to the physical product` and meets all google's policies.

title and description are both important factors in helping to
determine the search-term relevance with respect to a physical
inventory item, for a specific user.

as to title --

google may truncate a title depending on the context of the ad and display --
typically 15, 60, 70, 100, or 120 or so characters, depending on the context.

longer titles will always be truncated depending on these and other contexts.

since the title fluctuates there is no way to fit a title in all contexts --
simply be certain the first 15, 60, 70, or 100 characters accurately name
the exact physical item being sold -- include all important details that
define the specific physical product being sold and shipped.

importantly perhaps, all 150 characters will be indexed and used for searches.
to match the product to the user's search-terms; generally, display is extremely
important but do not sacrifice the potential to match a relevant search, for a
better display.

there may be a need to rearrange the titles,
so that the most unique and relevant name is
in the first 15, 60, or 70 or so characters.

inspecting search-query related reports -- against impressions, clicks, and
conversions -- may help to decide which of an item's physical characteristics
are best moved to the first 15-70 or so characters and which may do better
when moved to the last 80 characters, or into the description, both within
the submitted data (feed) and on the landing-page.

google constantly experiments with the format and display of shopping-ads;
there is no such static or exact number for title character limits to ensure
that a full title is displayed in all contexts -- google decides all format
and display of shopping-ads and those details may change at any time.

 

 

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Soaprise M
March

Contradicting Optimisation Suggestions

[ Edited ]
Top Contributor
# 2
Top Contributor

the difference between the 70 and 150 character
boundaries is basically display verses indexing.

the first several characters of a title may be used for display;
all data submitted for titles and descriptions may be indexed
for search -- assuming the data is high quality with respect
to the physical product` and meets all google's policies.

title and description are both important factors in helping to
determine the search-term relevance with respect to a physical
inventory item, for a specific user.

as to title --

google may truncate a title depending on the context of the ad and display --
typically 15, 60, 70, 100, or 120 or so characters, depending on the context.

longer titles will always be truncated depending on these and other contexts.

since the title fluctuates there is no way to fit a title in all contexts --
simply be certain the first 15, 60, 70, or 100 characters accurately name
the exact physical item being sold -- include all important details that
define the specific physical product being sold and shipped.

importantly perhaps, all 150 characters will be indexed and used for searches.
to match the product to the user's search-terms; generally, display is extremely
important but do not sacrifice the potential to match a relevant search, for a
better display.

there may be a need to rearrange the titles,
so that the most unique and relevant name is
in the first 15, 60, or 70 or so characters.

inspecting search-query related reports -- against impressions, clicks, and
conversions -- may help to decide which of an item's physical characteristics
are best moved to the first 15-70 or so characters and which may do better
when moved to the last 80 characters, or into the description, both within
the submitted data (feed) and on the landing-page.

google constantly experiments with the format and display of shopping-ads;
there is no such static or exact number for title character limits to ensure
that a full title is displayed in all contexts -- google decides all format
and display of shopping-ads and those details may change at any time.