Google Shopping titles allow up to 150 characters, but only approximately 70 characters display in search results. For optimal visibility and click-through rates, keep your product titles under 70 characters while front-loading the most important information. According to DataFeedWatch research, 25.82% of Shopping titles exceed the 70-character display threshold, potentially losing critical product information to truncation.

This guide covers Google Merchant Center title limits, short title requirements for Discovery campaigns, description optimization, and proven formulas for structuring product titles by category.

Google Shopping Character Limits Overview

Understanding Google’s product feed character limits is essential for creating listings that display correctly across all surfaces, from Shopping tabs to Discovery ads.

Google enforces these limits strictly in the Merchant Center. Titles exceeding 150 characters are truncated automatically, while descriptions over 5,000 characters cause feed errors that prevent product approval.

The display limits matter more than maximum limits for optimization purposes. Google Shopping surfaces show varying amounts of text depending on device, placement, and ad format. Optimizing for visible characters rather than maximum characters ensures your key product information reaches shoppers.

Product Title Limits (150 Characters Max, 70 Recommended)

Google Merchant Center accepts product titles up to 150 characters, but the recommended length is 70 characters or fewer. This recommendation exists because most Shopping placements truncate titles around the 70-character mark.

Why 70 characters matters:

The 70-character threshold represents the typical display limit across Google Shopping surfaces. Titles exceeding this length get cut off with ellipses (…), hiding potentially critical product information from shoppers making purchase decisions.

The DataFeedWatch study finding that 25.82% of Shopping titles exceed 70 characters suggests significant optimization opportunities exist. Merchants with longer titles may be losing visibility on key differentiators like size, color, or pack quantity that appear after truncation.

Title requirements from Google:

• Minimum: 1 character (though short titles perform poorly)
• Maximum: 150 characters (hard limit)
• Recommended: 70 characters or fewer (display optimization)
• No promotional text (Sale, Free Shipping, etc.)
• No excessive capitalization (ALL CAPS violates policy)
• No promotional symbols or code (!, *, etc.)

Google’s algorithms use product titles as a primary ranking signal. Titles that match shopper search queries closely receive preferential placement in Shopping results. This makes keyword placement within titles critical for visibility.

Character counting considerations:

Spaces count toward the character limit. Special characters and accented letters count as single characters. HTML entities are not permitted in product titles and will cause feed errors if included.

Title Structure Formula by Category

Different product categories benefit from different title structures. The key principle is front-loading the most important information within the first 70 characters while maintaining natural readability.

Apparel and Fashion

[Brand] + [Gender] + [Product Type] + [Attributes (Color, Size, Material)]

Example (68 characters): “Nike Women’s Air Max 90 Running Shoes - White/Pink - Size 8”

For apparel, brand recognition drives clicks. Lead with the brand name when it’s a recognized name shoppers search for. Follow with gender to filter irrelevant audiences, then product type for search matching.

Electronics

[Brand] + [Product Type] + [Model Number] + [Key Specs]

Example (65 characters): “Samsung Galaxy S24 Ultra 256GB Smartphone - Titanium Black”

Electronics shoppers often search by model number. Including the specific model early in the title improves match rates for high-intent queries from shoppers who know exactly what they want.

Home and Garden

[Product Type] + [Material/Style] + [Size/Dimensions] + [Brand]

Example (58 characters): “Outdoor Patio Dining Set - Wicker 7-Piece - Brown - Hampton”

Home and garden shoppers typically search by product type first. Brand recognition is often lower in this category, so leading with what the product is improves search relevance.

Beauty and Personal Care

[Brand] + [Product Line] + [Product Type] + [Size/Count]

Example (52 characters): “Olay Regenerist Micro-Sculpting Cream - 1.7 oz”

Beauty shoppers are brand-loyal and often search for specific product lines. Including the product line name (Regenerist, not just Olay) improves match rates for these queries.

Food and Grocery

[Brand] + [Product Name] + [Flavor/Variety] + [Size/Count]

Example (48 characters): “Cheerios Original Cereal - Family Size 18 oz”

Grocery titles should emphasize variety and size since shoppers compare quantities and prices. Pack counts (6-Pack, 12-Count) are particularly important for grocery items.

Short Title for Discovery Campaigns (5-65 Characters)

Google introduced the short_title attribute specifically for Discovery campaigns and other surfaces where space is extremely limited. This field accepts 1-150 characters but performs best between 5-65 characters.

When short_title matters:

• Discovery ads on Gmail
• Discovery ads on YouTube
• Google Discover feed placements
• Mobile Shopping surfaces with compact layouts

The short_title should be a condensed version of your main title, focusing on the essential product identification without detailed attributes. Think of it as your product’s nickname that shoppers would recognize.

Short title best practices:

• Include brand name if it’s a recognition driver
• Specify the core product type
• Omit size, color, and variant details unless critical
• Keep under 65 characters for full visibility
• Make it standalone (don’t assume main title context)

Example comparison:

Main title (68 characters): “Nike Women’s Air Max 90 Running Shoes - White/Pink - Size 8”

Short title (35 characters): “Nike Women’s Air Max 90 Sneakers”

The short title removes size and color (which vary by variant) while keeping brand, gender, and product type for identification and search matching.

Generating short titles at scale:

For large catalogs, consider automated rules:

• Strip text after the second or third hyphen
• Remove size/dimension specifications via regex
• Keep the first 60 characters and add truncation
• Manual review for top-selling products

Google recommends manually optimizing short titles for your highest-traffic products while using automation for long-tail items.

Description Optimization (500-1,000 Characters Recommended)

Product descriptions in Google Merchant Center can reach 5,000 characters, but the visible portion in Shopping results is limited to approximately 145-180 characters depending on placement.

Optimal description length:

Google recommends descriptions between 500-1,000 characters. This provides enough content for:

• Search algorithm relevance scoring
• Product detail page information
• Rich snippet generation
• Quality assessment signals

Descriptions under 500 characters may signal low-quality listings to Google’s algorithm, potentially affecting ranking and approval rates.

First 145-180 characters are critical:

Since only the first portion of your description displays in most placements, front-load it with your most compelling product information:

• Primary benefit or use case
• Key differentiator from competitors
• Important specifications shoppers need

Description structure:

[Opening hook - primary benefit in first sentence]
[Key specifications and features]
[Secondary benefits and use cases]
[Materials, dimensions, compatibility info]
[What's included in package]

Example description (opening 175 characters):

“Lightweight running shoes designed for all-day comfort with responsive cushioning technology. Breathable mesh upper keeps feet cool during long runs. Perfect for road running…”

This opening answers the “why buy this” question immediately while including search-relevant keywords naturally.

What to avoid in descriptions:

• Promotional language (Sale, Discount, Limited Time)
• HTML formatting (use plain text only)
• Excessive keyword repetition (spam signal)
• Competitor brand mentions
• Pricing information (handled separately in feed)
• Shipping or return policy details (handled in Merchant Center settings)

Common Google Shopping Title Mistakes

Avoiding these common errors can significantly improve your product visibility and click-through rates in Google Shopping.

Keyword Stuffing

Wrong: “Running Shoes Men Running Sneakers Running Footwear Athletic Running” Right: “Nike Men’s Air Zoom Pegasus 40 Running Shoes - Black/White”

Repeating keywords doesn’t improve ranking and makes titles unreadable. Google’s algorithm detects keyword stuffing and may demote or disapprove listings.

Missing Key Attributes

Wrong: “Blue Shirt” (too vague) Right: “Tommy Hilfiger Men’s Oxford Button-Down Shirt - Navy Blue - Large”

Vague titles don’t match specific shopper queries. Include brand, gender, style, color, and size to capture search traffic from shoppers who know what they want.

Starting with Articles or Filler Words

Wrong: “The Best Quality Premium Leather Wallet for Men” Right: “Fossil Men’s Leather Bifold Wallet - Brown RFID Blocking”

Articles (The, A, An) and qualitative claims (Best, Premium, Quality) waste valuable character space and don’t improve search matching. Lead with brand or product type instead.

Including Promotional Text

Wrong: “50% OFF! Samsung TV 55 inch Smart TV - FREE SHIPPING!” Right: “Samsung 55-Inch Crystal UHD 4K Smart TV - UN55TU7000”

Promotional text violates Google’s Shopping policies and can cause disapprovals. Price and shipping information belongs in dedicated feed fields, not titles.

Inconsistent Formatting Across Variants

Wrong:

• “Nike Air Max - RED - 10”
• “Nike Air Max Shoes Red Size 10 Mens”
• “Red Nike AirMax Men’s Running Shoe Size 10”

Right:

• “Nike Men’s Air Max 90 Running Shoes - Red - Size 10”
• “Nike Men’s Air Max 90 Running Shoes - Blue - Size 10”
• “Nike Men’s Air Max 90 Running Shoes - Black - Size 10”

Consistent formatting across variants improves brand perception and helps Google understand product relationships for variant grouping.

Exceeding Display Limits

Wrong (95 characters): “Women’s Lightweight Summer Casual Maxi Dress with Pockets V-Neck Sleeveless Beach Vacation Dress”

Right (67 characters): “Women’s V-Neck Sleeveless Maxi Dress with Pockets - Summer Casual”

Titles over 70 characters lose information to truncation. Edit ruthlessly to keep essential details visible.

Testing and Iteration Strategies

Optimizing Google Shopping titles requires ongoing testing to identify what resonates with your specific audience and product categories.

A/B Testing Approaches

Google Merchant Center doesn’t offer native A/B testing for titles, but you can implement testing through:

Feed management platforms: Tools like DataFeedWatch, Feedonomics, and GoDataFeed allow scheduled title variations and performance tracking.

Manual rotation: Change titles for a subset of products, monitor performance for 2-4 weeks, then apply winning patterns to the broader catalog.

Supplemental feeds: Use supplemental feeds to test title variations without modifying your primary feed structure.

Key Metrics to Monitor

Click-through rate (CTR): The primary indicator of title effectiveness. Higher CTR suggests your title matches shopper intent and stands out in results.

Impression share: Low impressions may indicate poor search matching. Review if your title includes terms shoppers actually search for.

Conversion rate: Ultimately, titles should attract qualified traffic. High CTR with low conversion may indicate misleading titles.

Testing Priority Framework

1. Top sellers: Focus optimization efforts on products driving the most revenue
2. High impression, low CTR: Products appearing in searches but not getting clicks
3. New products: Establish optimized titles before building search history
4. Seasonal items: Refresh titles before peak shopping periods

Performance Benchmarks

According to industry research, well-optimized Shopping campaigns typically see:

• Average CTR: 0.86% (varies significantly by category)
• Title improvements: 10-20% CTR lift potential
• Brand inclusion: Higher CTR when brand is recognized

Compare your product-level CTR against category averages to identify underperforming titles needing optimization.

Frequently Asked Questions

What’s the actual character limit for Google Shopping titles?

Google Merchant Center accepts product titles up to 150 characters. However, only approximately 70 characters display in Shopping results before truncation. Google recommends keeping titles at 70 characters or fewer for optimal visibility.

Do spaces count toward the Google Shopping title limit?

Yes, spaces count as characters in Google Merchant Center. A title with five words and four spaces uses 9 characters just for spacing. Account for spaces when planning your title structure.

What’s the difference between title and short_title in Google Shopping?

The title attribute (up to 150 characters) is your primary product title used in most Shopping placements. The short_title attribute (5-65 characters recommended) is a condensed version used specifically in Discovery campaigns and compact mobile placements.

Can I use special characters in Google Shopping titles?

Standard punctuation (hyphens, commas, periods) is allowed. However, promotional symbols (!, *, excessive capitalization) violate Google’s policies and can cause disapprovals. Avoid special characters that don’t serve clear product identification purposes.

How often should I update my Google Shopping titles?

Review and optimize titles quarterly, or whenever you notice performance changes. Update immediately if titles contain policy violations, outdated information, or if competitor research reveals better approaches.

Why was my Google Shopping product disapproved for title issues?

Common disapproval reasons include promotional text in titles, excessive capitalization, keyword stuffing, missing required information (like brand for certain categories), or titles that don’t match the product being sold. Check Merchant Center diagnostics for specific violation details.

Key Takeaways

• Google Shopping titles allow 150 characters maximum, but only ~70 characters display before truncation. Optimize for the visible portion.
• 25.82% of Shopping titles exceed 70 characters according to research, representing a significant optimization opportunity.
• Use short_title (5-65 characters) for Discovery campaigns where space is extremely limited.
• Descriptions allow 5,000 characters but only 145-180 display. Front-load your most compelling product benefits.
• Follow category-specific title formulas: Apparel leads with brand, electronics with model numbers, home goods with product type.
• Avoid promotional text, keyword stuffing, and inconsistent formatting across product variants.

Conclusion

Google Shopping title optimization requires balancing maximum character limits with display realities. While Merchant Center accepts 150-character titles, the ~70 character display threshold means front-loading critical information is essential for visibility. By structuring titles according to category best practices, utilizing short_title for Discovery campaigns, and continuously testing performance, you can improve click-through rates and capture more qualified shopping traffic.

Try our free letter counter → to verify your Google Shopping titles stay within the 70-character recommended limit before uploading to Merchant Center.