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The Google Merchant Center
“An e-commerce business that is ready to use Google Shopping should immediately sign up with Google Merchant Center and start creating initial products.” – Marc Heiss
8/10
Users buy products online. Are you already taking advantage of this opportunity?
30%
Higher conversion than with traditional Google Text Ads.
100%
Transparency for your customers and the direct possibility to purchase products via your webshop.
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What is the Google Merchant Center?
Google Merchant Center is an online dashboard where online businesses manage their products for all Google Shopping campaigns and make changes to their online products as needed.
The main goal of Google Merchant Center is to allow businesses to upload and manage product information, including images and prices, to be displayed in relevant Google Shopping searches.
Google Merchant Center also integrates with other Google services, such as Google My Business, to provide robust monitoring and control of Google-based marketing and e-commerce.
Is the Google Merchant Center account free?
The Google Merchant Center (GMC) account can be set up and used for free.
When you run Google Shopping Ads, you will be charged for it through your Google Ads account.
Advantages of Google Merchant Center
Merchant Center account offers a great advantage: it is a gateway to promote your products with Google Shopping. Here you can store important product information needed to generate and place your product ads for potential customers.
Without Google Merchant Center (GMC), your products will not be displayed in Google Shopping. You also cannot create product ads if you do not add enough product information to your GMC account.
If you sell products directly to consumers, Google Merchant Center is one of the tools you need. It should be an essential part of your overall digital marketing strategy.
4 steps to start Google Merchant Center
1. you need a Google account to set up a Merchant Center account.
If you already have an account (for example, a Gmail account or a Google My Business account), you can use it.
2. in the next step, you provide Google with your online store information.
This includes the company name, physical address, customer service contact, your store domain and some other basic information.
3. then enter your product information in a format that meets Google’s feed requirements.
Some of the attributes you need to include for each product in your data feed are a unique product ID, a title, a link to the product on your website, the price, a link to an image for the product, and a description.
Once you have your feed set up, you can send it to Google Merchant Center.
To maintain the “Active” status for your products and run ads continuously, you must submit your product data every 30 days.
However, you should do this more frequently as the data in your feed changes. This also applies when you add new products, remove old products, items are out of stock, prices change, a special sale begins, etc.
You can update your feed up to four times a day.
Here you can find instructions on how to create a Google Merchant Center feed.
To run Shopping Ads, you need to link your Google Merchant Center account with your Google Ads account.
The link is relatively simple and can be created via the wrench (top right) / Linked accounts.
Want to learn more about Google Shopping?
How to create a Google Shopping Feed
Tips for the perfect Google Shopping start
