What is the structured title in Merchant Center?
WeAdU · Updated 5 October 2026
In Merchant Center, the structured title attribute `[structured_title]` is where you send a title written with generative AI. The title attribute `[title]` is still the product's name as it appears on the landing page.
What it isn't
It isn't the brand, which names the manufacturer, or the description, which carries the details. Price, sale price, sale dates, shipping, delivery date and company name all go in their own attributes.
Google requires the title `[title]` or the structured title `[structured_title]`. For a title written with generative AI, send `[structured_title]` instead of `[title]`. If you also send `[title]`, Google ignores the AI declaration and keeps only the title.
Which figures are on the homepage?
Exact text from the homepage, read on 5 October 2026.
| Block | Exact text |
|---|---|
| Clients | 70% of clients see a higher ROAS after we restructure their accounts |
| Scope | 14 of 20 clients, over 12 months |
| Spend | $32M+ ad spend managed |
| Sales | $241M+ in sales generated |
| Tracking | $132M+ tracked in Google Ads |
| Conversions | 5.3M+ conversions |
| Duration | 24+ years (2002) |
What Google's help page says
A title written with generative AI goes in the structured title `[structured_title]`. Set the digital source type to `trained_algorithmic_media` and put the text in the content sub-attribute. Do not send `[title]` when the title is generated by AI, or Google ignores the AI declaration.
Google requires the title `[title]` or the structured title `[structured_title]`. The text describes the product on the landing page. Capitals and symbols used to catch the eye aren't allowed, and nor is HTML. The title entry, already in the glossary, covers those rules for titles not written with generative AI.
The structured title in a multi-brand file
Each variant keeps its own title, and the same goes for a structured title when you send one. The item group id links variants, but each colour or size still keeps its own row. In a multi-brand file, a row that sends a structured title does it for its own variant, with the digital source type and the text in the content sub-attribute. The title entry is still the reference for the `[title]` attribute. This entry covers the AI declaration.
Where is the catalogue already described?
Homepage, Automate step, read on 5 October 2026: "Daily product classification, custom label updates, and feed maintenance." The article on Performance Max structure, linked below, is the catalogue source.
What does the WeAdU audit cover?
On the homepage, read on 5 October 2026: "The free audit covers Google Ads only." No Google Ads account figure here.
Help pages
Source: the title help page, read on 13 October 2026.