Your Google Merchant Center Guide [+FAQ]

Are you in search of a comprehensive solution for managing and promoting your products online? Look no further than Google Merchant Center, the unsung hero of online advertising. This platform enables you to list all your products and leverage that data to execute targeted ads and engage potential customers. This article will delve into various aspects of Google Merchant Center, including:

– Understanding Google Merchant Center

– Setting up your Google Merchant Center account

– Advertising with the platform

– Uploading your products

– And more

Continue reading to expand your knowledge, and subscribe to Revenue Weekly to stay updated on the latest developments in Google Merchant Center and other paid advertising strategies!

Google Merchant Center is a digital marketplace that empowers you to list and promote the products your business offers, allowing users to browse and purchase from your inventory directly on Google. You can upload products from both your online store and physical location.

Google Merchant Center is entirely free to use, with no cost for uploading your product inventory. You only incur expenses when running Google Shopping ads, with costs varying based on the payment model selected. There are two primary payment models:

– Cost per click (CPC): You pay each time someone clicks on your ad.

– Cost per engagement (CPE): This model charges you when a user expands a collapsed ad and interacts with it for over ten seconds, or scrolls or taps on an ad.

To establish a Google Merchant Center account for your business, follow these steps:

1. Create an account

To begin using Google Merchant Center, you must create an account using a Gmail or Google Business Profile account. If you already have one, you can log in to Google Merchant Center with it.

2. Visit the Google Merchant Center website

After setting up your account, visit the Merchant Center website and click “Get Started” to set up your profile.

3. Enter your business information

Next, provide your business details, including your company’s country, name, and website URL. Also, include contact information such as your name and email address.

4. Upload your products

To run Google Shopping and local inventory ads, you must first upload your products. Create a product catalog that you can select from to promote on Google. To upload products, you need to establish a Google Merchant Center feed.

This feed serves as the data source for your ads. To add your products, follow these steps:

You can upload your entire inventory to your feed. Google allows you to import data from:

– Google Sheets

– Scheduled fetch

– Uploaded file

When uploading products, ensure you include essential information such as the product ID, title, description, link, image link, availability, price, category, and brand name.

5. Showcase your products

Once your products are uploaded, you can begin promoting them. Utilize Google Merchant Center to display your products through Shopping Ads and local inventory ads, helping potential customers discover your offerings.

After setting up your Google Merchant Center account and uploading your products, you’ll gain access to various advertising options:

1. Google Shopping ads

Google Shopping ads are the most popular format through Google Merchant Center. These ads appear at the top of search results, displaying your products alongside other companies’ offerings in a carousel format. These ads typically include:

– Product name

– Price

– Seller’s name

– Unique attributes (e.g., free shipping, product reviews)

These ads are ideal for targeting individuals searching for specific products you offer.

2. Local inventory ads

Local inventory ads enable you to showcase your products to nearby shoppers. When running these ads, customers will see a Google page for your store, where they can view your inventory, store hours, directions, and more. This option allows you to inform customers that you have the products they’re seeking and that they can visit your physical store to make a purchase.

The main difference between local inventory ads and Google Shopping ads is that local inventory ads require a physical store. These ads attract local leads to your store, so if you don’t have a physical location, you can’t run these ads. Google Shopping ads, however, are suitable for both e-commerce and brick-and-mortar businesses.

Now that we’ve discussed setting up a Google Merchant Center account and uploading products, let’s address some common questions regarding managing your account:

What is the Google Merchant Center feed?

The Google Merchant Center feed, also known as the Google shopping feed or product data feed, is the spreadsheet that organizes all your product information. This sheet helps Google understand your products and what you have to offer, making it easier to create relevant ads.

The product data feed is crucial because Google uses it to create your ads. When running Google Shopping ads, Google generates the ads for you, so it needs all your product information to create a relevant ad and place it in the right search results.

What information do I need in my product listing?

When setting up your Google Merchant Center account, you may wonder what information to include in your product listings. Here are some essential features:

– Product title: Use relevant keywords and target high-volume keywords in your product title. Your titles can be up to 150 characters, but Google will display only up to 70 characters.

– Product image: Include a clear, high-quality product image. Avoid blurry or pixelated images and ensure there is no text or logos on the images.

– Product category: Select a specific product category to help your listing appear in relevant search results.

– Link to your website: Include a link to your product listing on your website to drive potential customers to conversion.

– Price: Include your product’s price to allow customers to compare and determine if it fits their budget.

By including this information, you’ll create an effective product listing in your Google Merchant Center feed.

How much do I charge for shipping?

Ensure you share your shipping cost to inform users of the total expense when purchasing your product. Your shipping costs should match those on your website, and the advertised amount should be accurate.

You can offer free shipping or free shipping for a certain amount spent, depending on your goals. If you want to drive more conversions, free shipping is a great option. On the other hand, offering free shipping for a certain price point can help increase order value.

What are Google Merchant Center promotions?

Google Merchant Center promotions are offers you can include in your ad, such as order discounts, free shipping, free gifts, and more. These promotions can generate more buzz around your listing.

If you’re looking to expand your reach and promote your products, Google Merchant Center is an excellent starting point. With a partner like WebFX, using Google Merchant Center becomes effortless. We’ll help you run Google Shopping ad campaigns that drive more sales and even assist with other paid advertising campaigns. To get started, contact us online or call us at 888-601-5359 to speak with a strategist about our e-commerce PPC services!