What's the Character Limit for a Google Shopping Product Title Before It Gets Truncated?

Google Merchant Center accepts product titles up to 150 characters before truncating them, but only about the first 70 characters actually display on Shopping ads and free listings — so a title longer than 70 characters gets visually cut off for shoppers well before it's flagged as a feed error at 150.

The Two Different Limits, Explained

Google's attribute reference for the title field sets a hard range of 1 to 150 characters; anything submitted beyond 150 characters gets automatically truncated to fit, and the account receives a warning that the title was shortened. Separately, Google's own troubleshooting documentation states plainly that only around 70 characters are shown on Shopping ads and free product listings, regardless of how long the submitted title is up to that 150-character ceiling.

Why Front-Loading Attributes Matters

Google's guidance recommends placing distinctive product attributes, such as brand, product type, color, or size, at the beginning of the title rather than the end. Since only the first ~70 characters reliably display, any differentiating detail placed after that point is effectively invisible to a shopper browsing Shopping ads, even though it remains part of the valid, non-truncated 150-character field value.

A Practical Title Structure

• Brand name first, since shoppers scanning Shopping results often recognize a brand before reading the rest of the title.
• Product type and the single most distinguishing attribute next, such as size, color, or model number, placed within that first 70-character window.
• Secondary details last, such as additional specifications or a longer model descriptor, understanding they mostly serve feed completeness rather than shopper visibility.

What Happens If a Title Ignores This

A title can be fully valid under Merchant Center's rules at 140 characters and still perform poorly, because the attribute that would have made a shopper click, like a specific size or a key feature, sits past character 70 and never renders in the visible listing.

Bottom Line

Write product titles to read well within roughly 70 characters, and always place the brand, product type, and the one attribute that differentiates this exact listing inside that window — the remaining space up to the 150-character cap exists for feed validity, not for shoppers to actually read.

Sources: Google Merchant Center Help, "Title [title] and structured title [structured_title]" and "How to fix: Text too long" (support.google.com/merchants/answer/6324415; support.google.com/merchants/answer/14989281).