As part of Google’s ongoing effort to enhance how products are presented in Shopping ads and other formats, a new and significant update has been introduced to the Google Merchant Center product feed: the short_title attribute. This optional yet powerful field allows merchants to add a concise version of their product titles specifically designed for ads with space constraints, such as mobile placements.
So, what does this new attribute means, how does it work, and how can businesses use it to improve their ad performance?
What is the Short_Title Attribute?
The short_title attribute is designed to provide a shortened version of your product title. Where the standard title might get truncated or display awkwardly due to character limitations in some ads, the short title comes to the rescue. With a limit of approximately 65 characters, the short title gives advertisers a way to keep their messaging clean, informative, and impactful, even in formats with tighter real estate.
Why is the Short_Title Important?
In an era where mobile usage has exploded and users expect fast, streamlined experiences, Google has recognised the need for shorter and more precise messaging. Shopping ads, local inventory ads, and display ads are often shown in spaces that do not accommodate long product titles. Truncating your product title might result in critical information being lost, which could deter potential customers.
With the short_title, you can better control how your products are displayed in these cases. A well-optimised short title ensures that even in compact ads, your product remains attractive and informative.
Key Benefits of Using Short_Title
- Increased Visibility in Mobile Ads – Mobile devices account for a growing share of searches, and screen sizes are inherently smaller than desktops. Ads are subject to size constraints, which means that longer product titles may get cut off. A short title ensures that the most important product information remains visible, increasing the likelihood of user engagement.
- Enhanced User Experience – The short_title attribute allows you to provide a streamlined version of your product’s name without losing its essence. By keeping the title clean and relevant, users can quickly grasp what the product is, even when scrolling through mobile feeds. This is especially important as users are more likely to engage with ads that are clear and to the point.
- Control Over Ad Presentation – One of the most significant advantages of using the short title is the control it gives you over how your product appears in different ad formats. You no longer need to worry about Google’s algorithm truncating your full title in a way that could remove essential details. By providing a short title, you ensure that key information, such as brand and product type, is always displayed prominently.
Best Practices for Creating a Short_Title
- Be Concise: Since the short title has a character limit of around 65 characters, you’ll want to get straight to the point. Keep the focus on the most important details of the product, like its name, brand, and key features.
- Avoid Promotional Text: Short titles should describe the product, not the promotions. Avoid including phrases like “Free Shipping” or “10% Off.” Google typically handles promotional text separately.
- Prioritise Clarity: While brevity is crucial, make sure that your short title still clearly describes the product. Striking the right balance between information and conciseness is key to crafting an effective short title.
How the Short Title Compares to the Standard Title
The short_title does not replace your standard product title. Instead, it complements it by offering an alternative for ad placements where the full title cannot be displayed. Google’s algorithms automatically decide when to show the short title versus the standard title, ensuring your product’s presentation is optimised for each context.
In most cases, Google will use the full title when there’s enough space. However, when space is limited, (such as on mobile devices, or in specific ad formats like local inventory ads) Google will display the short title, ensuring your ad remains visually appealing and readable.
A Small Change, A Big Impact
The addition of the short_title attribute is a simple yet impactful update to Google Merchant Center. By optimising product titles for mobile-first experiences, Google gives advertisers more control over how their products appear in Shopping ads. For brands and retailers aiming to maximise their ad performance in a mobile-driven world, this is a small change that can make a huge difference.
If you’re looking to enhance your product feed, now is the time to experiment with the short title. Craft concise, keyword-rich titles that help your products stand out even when space is limited. In a competitive landscape, a well-optimised short title might be the edge you need to capture your audience’s attention.
Final Tip: Start testing the short_title and monitor how your product ads perform across different placements. This will give you insight into how effectively the short title improves your ads’ engagement and click-through rates.
