This article outlines the guidelines for promotion formats and titles.
Your content must provide a complete, accurate description of the promotion that is easy to understand and doesn't mislead customers. Approved promotions will appear in your ads and free product listings as a 'special offer' link. After they click the link, customers will view the title and redemption code.
Title guidelines
State the value of the promotion- Values in titles must reflect the specific promotion that is applied at checkout.
- Monetary discount must be reflected in the specified area's currency symbol or code (for example: 5,300 INR, 15 AUD).
- Free delivery and discounted delivery promotions need to include a redemption code in the promotions source, not in the title.
- Titles must have specific promotion value and discount, and can not be generic promotional text (for example: 'Spring shoe sale').
- Free items must be described in the title and include a monetary value when possible:
- No: Free item with purchase
- Yes: Free memory card with purchase
- No: Gift card/voucher with purchase
- Yes: Free £25 gift card/voucher with purchase
- If a promotion is for new customers, this must be stated in the title. For example: Sign up and get 10% off, or 10% off for new customers.
- If a promotion requires a minimum purchase, it must be stated in the title (e.g. £5 off purchases over £20).
- Ensure that your titles are specific, accurate and easy to understand. Your promotions will be displayed under the 'Coupons from shop' section, so the more specific your promotion titles are, the easier it will be for your customers to find.
- If a promotion applies to a certain type of product, ensure that you include the name or type of that product in your title.
- Yes: '20% off baby trainers only'. This title details the specific category that is eligible for coupons or discounts.
- No: '20% off selected products'. This title makes it difficult for customers to identify if the type of product that they're interested in is included in your promotion.
- If a promotion applies to certain products or types of products, don't create a misleading title that implies otherwise.
- Titles should be consistent with the applicability set in your promotion attribute. For example, if the title says '£15 off all products' or '£15 off all orders' then the product applicability should be set to
All products. - If the promotion is applicable for specific products (for example: '20% off on baby trainers only') the product applicability should be set to
Specific products.
If a promotion is mapped to products, promotions should never just show the highest possible value (the 'ceiling').
- No: Up to £20 off
- Yes: £10–20 off or £10+ off
- Yes: £10+ off
However, an event not mapped to products can just show the highest value.
- Yes: Up to 20% off
Tiered promotions can be submitted as one promotion or multiple. If you submit a tiered promotion as a single promotion, the title must be within the 60-character limit and state the 'floor' promotion.
Example of a tiered promotion:
- £10 off £50+
- £15 off £75+
- £20 off £100+
Example: 30% off organic household products (maximum discount £20).
- Codes: Redemption codes should only be entered in the fields designed specifically for them in the promotions source, not in the title
- Redemption dates: Include dates in any of these formats: 'D/M/YYYY', 'Ends in YYYY', 'DD/MM', 'D January YYYY', etc.
Promotion titles must match the language of the target country
Title formatting
Promotion text must use correct spelling, grammar, punctuation and capitalisation.
Titles must not exceed character limitsThe title [title] attribute has a limit of 60 characters.
- US Dollars (USD): en-US
- Australian Dollars (AUD): en-AU
- Indian Rupees (INR): en-IN
Promotions may not contain repetition of words and phrases, unnecessary or irrelevant text.
| Example title | Allowed? |
|---|---|
| Extra extra savings | Not allowed: gimmicky repetition of words |
| Buy more, save more. 50% off all jeans | Not allowed: Unnecessary text (e.g. 'Buy more, save more.') |
| Save today – £10 off orders of £75+ | Not allowed: Unnecessary text (e.g. 'Save today') |
| Merry Christmas Get 10% off your order | Not allowed: Irrelevant text (e.g. 'Merry Christmas') |
All words must be spelled correctly with no typos, and text must be written in logical sentence form using correct grammar. Exceptions are allowed for common abbreviations that the majority of customers would understand.
| Example title | Allowed? |
|---|---|
| Free delivery on all ski product | Not allowed: grammar mistake: 'product' should be 'products' |
| 15% off, no min purchase requirement | Allowed: Most customers understand 'min' stands for 'minimum' |
| Save £5 + BOGO | Not allowed: Most customers don't understand what 'BOGO' means |
| 35% off (MSRP) all items from our site | Not allowed: Acronym MSRP is not allowed in the title |
Promotion titles must not have missing spaces or extra spaces between letters or words, or around punctuation.
| Example title | Allowed? |
|---|---|
| 30% off skincare,hair productsand fragrance | Not allowed: Text that does not leave proper spacing between words |
| £5 off men's shirt s with purchase | Not allowed: Text that has an incorrect space within one word and an extra space between two words |
| F r e e delivery with £50+ purchase | Not allowed: text has extra space with one word |
Promotions must have correct punctuation and must not use unnecessary, distracting or gimmicky numbers, letters or symbols, such as:
- Exclamation marks in the title
- Repeated punctuation or symbols
- Symbols, numbers and letters that don't adhere to their true meaning
| Example title | Allowed? |
|---|---|
| 30% off wood furniture 4 kitchens | Not allowed: text uses symbols that don't adhere to their true meaning |
| ***Free T-shirt with £50+ purchase*** | Not allowed: text uses gimmicky punctuation |
| Everything 20%! | Not allowed: text has an exclamation mark |
Promotions must not contain excessive, gimmicky or inconsistent capitalisation.
| Example title | Allowed? |
|---|---|
| FREE MUG WITH PURCHASE | Not allowed: text contains excessive capitalisation |
| Free mug With purchase | Not allowed: text contains inconsistent capitalisation |
| Free mug with purchase | Allowed: text uses sentence-style capitalisation |
| Free Mug With Purchase | Allowed: It's okay to capitalise the first letter of every word in the offer title, as long as it's done consistently |
Note: Google or its affiliates may modify the title text to include some necessary promotion information that you've provided, make non-material changes (e.g. size formatting, punctuation, capitalisation, removal of redemption details from title and spelling modifications, among others) or as described in the promotions policies.