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This is the same principle that should be applied to titles of all kinds - articles, blog posts, email subject lines, etc. You have to grab customers with the title before they will even look at your item, so this is a very important part. Don't expect to sell much without an enticing title. That doesn't mean it shouldn't be simple and to-the-point. Google says to keep in mind that Product Search truncates titles to under 70 characters.