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Google Rolls Out Short Titles For Product Ads

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Google Rolls Out Short Titles For Product Ads


Advertisers are now able to optimize their product titles even further in Google Merchant Center.

Google recently added a new optional attribute to Merchant Center called “short title”. This update allows you to be more concise and to the point with your products.

Where Will The Short Title Attribute Be Shown?

In comparison to the “title” attribute, which is required, the short title attribute is optional.

The main difference between the title and short title attribute are as follows:

  • Title attribute: More accurately matches the product landing page, as well as a customer’s search.
  • Short title attribute: A brief and concise identification of your product
Screenshot from google.com/merchants, February 2022.

Because the short title attribute is an optional feature, it won’t always be shown on all networks.

Currently, the short title attribute will be shown in places where users typically do a lot of browsing, including Discovery campaigns and Shopping Ads in Gmail.

What Are The Minimum Requirements For Short Title?

The current character limits for this attribute are 1-150 characters. However, Google recommends keeping the character count between 5-65 characters.

Google warns that if you do not follow the minimum requirements, they will disapprove your product. Some of the main requirements include:

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  • Use professional and grammatically correct language.
  • Do not use foreign language words, unless they are well understood.
    • More specifically, do not use foreign characters for attractive purposes.
  • Do not include promotions in your short title.
  • Avoid excessive capitalization.

Another requirement for using short titles is to describe the product on your landing page. While it doesn’t need to exactly match the title on the landing page, it should at minimum refer to the same product.

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Regarding using capitalization in your short titles, it is still appropriate for abbreviations, phone numbers, countries, and currency.

Best Practices For Short Title Attribute Usage

There are multiple ways to optimize your short titles in your product feed. The main recommendations for short title optimization include:

  • Staying under 65 characters
  • List the most important details first
  • Add the brand name (if it’s a differentiating factor)

The character limit is extremely important in more browsy contexts contexts. Because users are more likely to scroll in these contexts (such as Discovery and Gmail ads), keeping your short title to a minimum is better. After 65 characters, your title may be truncated, making the user experience less appealing.

Summary

In more scroll-heavy networks such as the Discovery tab or Gmail, less is more when it comes to showcasing your ads.

By providing a more concise title, you have the opportunity to capture a user quicker.

It would be worthwhile to test out using the short title in your product feed and compare the lift in traffic from those metrics. Be sure to follow the minimum guidelines and best practices from Google so your ads don’t get disapproved in the process.


Source: Google Merchant Center Help

Featured Image: Screenshot from google.com/merchants, February 2022. 

 

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SEO

Search Engine Journal Promotes Miranda Miller To Senior Managing Editor

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Search Engine Journal Promotes Miranda Miller To Senior Managing Editor

It is with tremendous pride and excitement that I announce the promotion of Miranda Miller, an editorial and content strategy champion, to Senior Managing Editor.

While this promotion actually happened in January, having recently joined SEJ myself, I wanted to celebrate Miranda’s growth and leadership within the organization.

In this role, her areas of ownership will include core elements of SEJ’s editorial operations in this advanced role, including its rich educational and evergreen content.

“The word that comes to mind is blossom,” said Jenise Uehara, CEO of SEJ’s parent company Alpha Brand Media.

”Miranda dove into organizational management, cross-department collaboration, and business process design, while also tackling inefficiencies and challenges.”

An exceptional writer and editor, Miranda also brings considerable experience and expertise in content strategy.

Over the past several months, Miranda has truly shone as an organizational leader, working to grow SEJ’s editorial blueprint, talent, and operations exponentially.

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“And all the while, Miranda somehow kept the publishing crank turning out exceptional content and breaking news,” Jenise added.

“I’ve been thrilled to watch Miranda so quickly engage and take on a meatier leadership role.”

Having followed her work since joining SEJ, I can personally speak to Miranda’s diversified wealth of knowledge to the editorial team – not to mention the publication at large.

“I joined SEJ early in 2021 to help lead the editorial team in a period of great growth and opportunity,” Miranda said.

“We’ve been able to increase expert and educational content production by over 60% even while introducing a data-driven approach to content strategy and optimization,” she added.

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This year, we’ll publish 50% more ebooks than in 2021, and our contributing author program has grown to over 130 digital marketing and SEO experts with her guidance.

Prior to coming in-house, Miranda spent over 15 years leading her own marketing agency which served clients as wide-ranging as the world’s leading polar expeditions company, fintech and app startups, Fortune 100 companies, and several government agencies.

She’s been a prolific ghostwriter for brands and executives in SEO, tech, and finance, and has authored thousands of articles for clients that have appeared in the best-known B2B publications, technical journals, and mainstream media.

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As Editor-in-Chief, I’m beyond excited to watch Miranda’s leadership undoubtedly contribute to SEJ’s ongoing substantial growth.

SEJ’s brand and content offerings continue to evolve, to serve an audience of marketers and business leaders – and there has never been a more inspiring or energizing time to cultivate, promote, and be part of this remarkably talented team.

“Content quality has always been my number one priority, and so it’s refreshing to see that this is a shared value across the SEJ team,” Miranda said.

“I love to see the new ebook formats and article types we’re creating now and am really looking forward to continuing to innovate and teach, to bring the most useful and helpful educational content possible to the SEJ audience.”

Miranda is a part-time digital nomad and runs a location-independent content studio for enterprise organizations.

Three to four months of the year, she works in coworking spaces and cafes around Europe, Latin America, and the Caribbean.

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“But not at the beach,” Miranda adds. “That’s a myth. Ever had sand in your laptop? No bueno.”

At her home base on Georgian Bay in Canada, she’s the wife of a talented chef; mother bear to two teens, two Shepherds, and three budgies; and a patron of the local live music and literary scenes.

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She’s also a huge fan of adrienne maree brown, Lizzo, Phoebe Waller-Bridge, Margaret Atwood, AOC – and hockey.


Featured Image: Miranda Miller

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