Expert Knowledge / Google Ecosystem
The Google Merchant Centre is part of the Google ecosystem and allows advertisers to view, manage and submit product data from their website to Google before that data is displayed as adverts within Google Shopping. Product data will vary depending on the sector, pricing, barcoding etc and it's with this data Google display your product within relevant Google Shopping searches. Beyond Google Ads, Merchant Centre also integrates into the wider Google eco-system of services including Google Analytics and Google Tag Manager.
Google Merchant Center enables e-commerce vendors to list products within Google Ads from which to can be served to shoppers within Google's search engine. The primary purpose of the Merchant Centre is to act as a validation tool, meaning information is presented and collated in a standardised way. This requires e-commerce vendors to provide information about their store's products via an API or XML feed, where it is validated before being eligible to run within Google Ads and then be served to customers.
Merchant Center isn't just a validation tool. You can use it to sell a product within different markets, these markets might have different import taxes (USA) or shipping costs. Merchant Centre will facilitate these points of differentiation. As advertisers, we can also do some pretty clever changes within it. Say you don't want to change your products name but need to communicate what that product is more clearly to new potential customers. Simple, we can create rewrite rules or append information such as a generic keyword, age or weight to the title. In plain English, creating adverts that cater to different people and the varying search queries they might use, generates higher-quality traffic to your product pages and increases sales.
To set up a Merchant Center account you will need a Google account from either; a @gmail.com account or Google-hosted email. You can add multiple users going forward. A website that has been verified (via DNS, tracking code or GA) and an existing Google My Business listing. This essentially confirms who you are and where you’re based. A website that is able to offer transactions online, is https hosted and has a secure point of checkout. A means of relaying information about your product range (via an API or XML feed). Lastly, the information you provide must meet a minimum set of requirements, this can include GTIN numbers, SKU's, product images and prices.
Looking for help managing an existing account or require help setting up shopping adverts for your online business? We would love to hear from you.
Google Analytics provides plenty of data but by using it in conjunction with Google Tag Manager, we’re able to collect even more insights.
Google Shopping is a platform which allows you to reach customers who are searching for products, just in a more visual way than PPC.
Working with Tribe has been a pleasure - we had a seamless transition to our new site and are very happy with our new UX and ecommerce functionality.Caryl Tincknell
When it came to digital marketing Emily & Ollie explained what they could do for our business and how in a very easily understood manner. The follow up & reporting along the way gave us the confidence to continue working with them. We have had amazing exposure and our business has really taken off.Dr Ros Debenham
The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.Myles Hopper
Working with Tribe Digital is always a pleasure. Their dynamic, forward-thinking keeps us ahead of the trends and are always able to advise our team well whilst consistently developing skills within digital marketing. Their reliability & flexibility paired with their expert knowledge and approachable nature makes them a key part of our team at Ladram Bay.Zoe House
When we launched DOSE our Google presence was poor and organic traffic was slow. Tribe came to us at just the right time, equipping us with the toolkit for success that has changed our business for the better with a 1,983% increase in organic visibility (169,000 to 3.52m impressions) in just 3 months.Hettie Holmes
I wouldn't recommend Tribe if I hadn't used their services myself and to great results. Ollie & Emily have extensive retail/brand/digital experience - more over they are both very intelligent, kind and honest people who provide recommendations as if your business is their's.Polly McLachlan
Brush up on the latest online opportunities by taking advantage of our resources about digital marketing, web development, ecommerce and design. If you’re new to digital, start with our digital marketing for beginners series. We also offer expertise and opinions around specific apps, tools and trends.