Google has rolled out a significant update to its product title policy in Google Merchant Center, and if you’re managing Shopping Ads, you’ll want to pay close attention.
What’s Changed?
Google now recommends (and may soon require) that merchants prepend the product’s brand name to the beginning of the product title, particularly when the brand is a differentiating factor.
Updated Policy Section:
“Add the product’s brand name if it’s a differentiating factor. If you sell products from many different brands and the product’s brand is a differentiating characteristic of the product, add the brand name to the product title so that users can understand who makes the product you are selling.”
This recommendation is intended to help users more clearly identify what they’re shopping for—and who makes it—right from the product title.
Why You Should Add the Brand Name (Even if It’s Not a Hard Rule Yet)
While the update is currently presented as a strong recommendation rather than a strict enforcement, it’s best practice to comply now. Here’s why:
- Improved Click-Through Rates (CTR): Shoppers search by brand. A clear title increases trust and relevance.
- More Accurate Impressions: Including the brand name helps Google better match your product with high-intent search queries.
- Better Conversion Rates: When shoppers recognize the brand, they’re more likely to buy.
Example:
✅ Nike Air Zoom Pegasus 40 – Men’s Running Shoes
❌ Air Zoom Pegasus 40 – Men’s Running Shoes
Even though the latter may still pass in the Merchant Center today, it’s missing the valuable brand signal that improves campaign performance.
What Not to Do
Google also clarified that you should not use your store or website name in the product short title unless you manufacture the product.
For example, if your store is called FeedArmy.com and you’re selling Nike shoes:
❌ FeedArmy.com Air Zoom Pegasus 40
✅ Nike Air Zoom Pegasus 40
Only include your brand in the short_title attribute if you are the product’s original manufacturer.
Pro Tip: Start Prepending Now
Even though this isn’t a formal violation yet, preparing your titles now will put you ahead of any future enforcement and help improve your product visibility in the short term.
Google’s hints suggest this will likely evolve into a formal requirement, especially for multi-brand merchants.