What is the Google Merchant Center?
The Google Merchant Center was launched in 2010 with Google Shopping. It is a digital platform that allows you to create purchase ads for Google, YouTube, and other Google partner sites.
Its main purpose is to allow marketers to upload and update information about their products. This product information includes price and availability. Updated data is displayed on relevant Google Shopping ads and search queries.
Why should I use the Google Merchant Center?
Here are some of the features that make it especially important.
1. Importing custom product data sheets.
The Google Merchant Center provides a comprehensive list of definitions (or attributes) of your product data. This gives you a lot of space to customize when it comes to creating shopping ads. It can also be incredibly useful if you need to find a particular product, or adjust your strategy for different performance-based products.
2. Editing and updating existing product data.
You can easily edit product data. This allows you to configure products that are still in use in the Purchase Feed. Additionally, Google Merchant Center lets you explore bids and manage your advertising strategy in real time.
3. Smooth integration with other Google products.
The site naturally integrates with Google Ads, Google Display Network, and other advertising forums. This means that you can run high quality re-advertising campaigns as well as campaigns for all channels.
Being at the Google Merchant Center will ensure that your marketing on Google is more integrated, and that customers see more relevant product information for your e-commerce store.
Does the Google Merchant Center cost anything?
Using the Google Merchant Center is completely free. Don’t forget that you will still need to pay for user interactions. Cost per click (CPC). This way, you pay a certain amount of money every time a customer clicks on one of your ads.
Cost of Participation (CPE).These include extending the folded ad, viewing the ad for more than 10 seconds, scrolling the ad, and tapping the ad.
You can too.
Setting up a Google merchant account is very easy. Just follow the 5 steps below.
Just one quick point before we start. To set up a Google Merchant Center account, you will need an existing Google Account. If you do not have one, you will need to create one before following these steps.
Go to the Google Merchant Center registration form and click the rectangular blue button “Create your account”.
google merchant center step 1
In the next window, click the blue button labeled “Get Started”.
google merchant center step 2
You can also specify tools you will use, such as Shopify or PayPal (more on this later on the blog).google merchant center step 3
When you are done, see the Terms and Conditions and check the box below to indicate your agreement.
You’re almost there! Your account is ready for use, so keep clicking “Continue”.
google merchant center step 4
Your account is live
By the way, you are now the proud owner of your Google Merchant Center account. Now it’s time to start using it!
Google Merchant Center step 5
Linking the Google Merchant Center to Google Ads
The first thing you need to do now that you have set up your account is to link to Google Ads. This way, all product information that you submit or update to the Merchant Center will be automatically synced with your Google Ads account.
How do I connect with Google Ads?
First, click the gear icon at the top of the screen and select “Connected accounts”.
google ad link
You may also need to authorize the link from your Google Ads account. It’s easy to do this – just click on “Tools & Settings”> “Connected accounts”> “Google Merchant Center”> “View details”> “Approve”.
And that’s it. You can now submit your product data to your search campaigns and product listings.
Adding a products to the Google Merchant Center
Time to look at one of the most important skills you will need to know about Google Merchant Center – adding products. We will delve into the 3 most important parts of this process:
Adding a product data sheet
Completing the product data sheet
Make changes to the feed
Let’s get started.
Adding a product data sheet
One of the key benefits of the Google Merchant Center is that you can customize your product feed in many different ways. All of this is possible because of spreadsheets.
Google Merchant Center lets you use your XML and TXT files. But in this guide we will be using Google Spreadsheets. Why? They are not difficult to use and allow for more granular control of the feed.
So, here’s how to add a product data sheet using Google Spreadsheets
First, go to “Products” in the dashboard and select “Feed”.
First, you will need to specify the country in which you want to sell your products and your preferred language.
Then select “Google Spreadsheets” in the next window (the first option from above) and name your product feed.
google select sheets
Finally, select “Generate a new Google spreadsheet in the template” and then click “Create Feed”.
You will be redirected to the “Feed” section of the Google Merchant Center dashboard where you will now be able to see your newly built Google Sheet. To edit a sheet, simply click on “Open” right under “Google Spreadsheets”.
Easy enough? Good! Now let’s take a look at the sheets themselves, and what makes them so important to e-commerce success.
Completing the product data sheet
When you open a spreadsheet template, here is what you will see:
GMC spreadsheet Template
First, just fill in the fields provided (Id, title, description, etc.) according to your ability. If you are unsure of any of the fields, go ahead and look at the Google Merchant Center product specification data guidelines. This provides a complete overview of each attribute, including some useful examples.
OK if you do not have detailed information for all fields. But keep in mind that the more product information you can provide, the better. Additional data on your products will mean:
You have a wide range of opportunities to create highly customized, effective Google ads;
It is easy to look at planning / repair products;
It is easy to find ads that give users the information they need.
When you are done, go through the entire sheet at least once and make sure you do not leave any fields blank. This will save you the head of spending hours searching for a particular product with one of its attributes, to see if you have left the corresponding field blank by mistake.
When you are ready to import your data, go to “Add-ons” in the Google Sheet menu, select “Google Merchant Center” from the drop-down menu, and click “Upload sheet”.
Making changes to product information
If you need to make some changes to your feed (i.e., product list), you do not need to fill out and upload a brand new sheet regularly. The Google Merchant Center lets you use “additional servers” which makes it possible to add new information to existing purchases.
Here’s how becoming a specialist is one of the fastest ways to grow your successful product.
Go to “Additional Feeds” in the “Feed” section and click “Add Extra Feed”.
Follow the information and provide the required information. This includes the name of the additional feed, the installation method, which key feed you want to link to, and the scheduled download of your product data (this way you will not have to download it manually).
Tips to improve your use of the Google Merchant Center
Phew. We’re done with the basics and are ready to jump on the bandwagon’s best-selling tips and tricks.
But do not forget – at the risk of sounding like a broken record – the more product information you can provide, the more likely you are to get from Google Merchant Center.
# 1 Extend the list of attributes
Although Google Sheet has a number of pre-defined attributes (ownership, title, description, price, etc.), you are not limited to them. Depending on the ads you produce, you may want to consider adding more columns.
Think about what your customers might like to know about a particular product or product group. You can add columns such as “age range”, “size”, “material,” and so on.
You can even add some of the most important attributes in the title column. This way, your potential customers will be able to see a lot of important information even before they click on an ad.
Don’t go for less that your full potential – you want to give users enough information to keep them together, but not so much that it becomes very difficult.
# 2 Make it scalable
This may seem obvious, but arranging your sheets in a way that allows you to go up without a problem is more than worth the problem.
For this reason, it is best to edit and clean your sheets before submitting them to the Google Merchant Center. This will make it much easier to measure your product feed whenever needed.
# 3 Add GTINs to the entire board
GTIN (Global Trade Item Numbers) must be specified in all Google Shopping products, otherwise you may have errors in your Google Merchant Center account. In most cases, GTINs are located near the product packaging bar.
Some products, such as antique or antique goods, custom-made products, or books published before the ISBN system, may not have GTIN associated with them.
If so, make sure all your products include the “product” and “mpn” fields from the Google data guidelines.
Hopefully, you have found everything you need for this article to find out about Google Merchant Center. This is an important tool that will help your customers find more information about your products. Moreover, they will soon find it in many places.
The key to success with the Google Merchant Center is taking time to improve your use of it. And, as we continue to replicate, add high quality data about your products to the best of your ability.