What Is the Google Merchant Center Short Title Attribute?

Where is a short title used?

Google may use the Google Shopping short title in supported visual ad placements where a compact product name is helpful. The Performance Max short title can also appear in eligible visual formats. It is not a way to force a shorter headline in every Shopping ad, and supplying one does not guarantee it will appear.

What is the short title character limit?

The short title character limit is 150 characters, but Google recommends approximately 5–65 characters. That recommendation is a useful guide: the aim is to keep the product recognisable, not to reach a particular length.

How is it different from the standard title?

A standard title can include the brand, model, product type and important variation details. A Google Merchant Center short title keeps the information a shopper needs to recognise the product quickly.

Standard title: Samsung Galaxy S25 Ultra – 256GB – Titanium Grey

Possible short title: Samsung Galaxy S25 Ultra

Standard title: Bosch Series 4 Freestanding Washing Machine – 8kg – White

Possible short title: Bosch Series 4 8kg Washing Machine

These examples illustrate the difference in length. If a colour, size or other variation is needed to identify the exact product, do not remove it simply to make the name shorter.

What should you check before submitting?

Read the short title on its own. Does it identify the item accurately? Is it consistent with the product feed and landing page? To meet Google Merchant Center short title requirements, avoid promotional phrases, unrelated keywords and repeated words. Check that distinct variants do not become misleadingly identical.

If you already have a clear standard title and do not need a shorter alternative for eligible placements, [short_title] is not essential.

A clear and accurate short title can also support Google Shopping feed optimization, helping retailers maintain consistent product information across eligible advertising formats.

Official Google reference: https://support.google.com/merchants/answer/11551083

FAQs 

1. What is the short title attribute in Google Merchant Center?

The Google Merchant Center short title attribute [short_title] is an optional product feed attribute that provides a shorter version of the standard product title. It helps display concise product names in supported visual advertising formats, including eligible Performance Max and Demand Gen ads.

2. What is the character limit for a Google Merchant Center short title?

Google Merchant Center allows a maximum of 150 characters for the [short_title] attribute. However, Google recommends using approximately 5–65 characters, ideally fewer than 40, to keep product names clear, concise and easy to recognise.

3. Is the short title attribute required in Google Merchant Center?

No, the short title attribute is optional. Retailers can submit products using the standard [title] attribute without adding a short title. However, providing a concise alternative can be useful for eligible visual advertising placements.

4. Where does Google use the short title attribute?

Google may use the short title attribute in Demand Gen ads and supported visual placements within Performance Max campaigns, including YouTube and Discover. It does not replace the standard product title in regular Shopping ads, and its display is not guaranteed.

5. How do I optimize short titles in Google Merchant Center?

To optimize Google Merchant Center short titles, include the product's brand, model and essential identifying details. Keep the wording concise, avoid promotional claims and keyword stuffing, and ensure the short title accurately represents the product and its variants on the landing page.