Expert Knowledge / Google Ecosystem

Google Merchant Centre

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.

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What are the benefits of Merchant Centre?

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.

What else can Merchant Centre do?

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.

Setting up Merchant Centre

To set up a Merchant Center account you will need a Google account from either; a 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.

Tools we use

Google Merchant Center
Google Ads
Google Analytics
Google Data Studio

Discover more from the Google ecosystem

Discover more from the Google ecosystem - Tribe Digital

Google Ads explained

Until recently, Google Ads was known as AdWords and is often mistakenly referred to as PPC. Google Ads is the central advertising platform that enables you to run key performance media.

Search Console explained

Google Search Console (previously called Webmaster tools) allows webmasters to track and manage website stats. GSC data differs from Google Analytics as it provides technical data.

Google Tag Manager explained

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 explained

Google Shopping is a platform which allows you to reach customers who are searching for products, just in a more visual way than PPC.

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