Google Merchant Center plays a crucial role in achieving your desired sales conversions. With Google Merchant Center, potential customers can easily view images, prices, and other details of your products before even visiting your website.
So, what exactly is Google Merchant Center, commonly used for Google Shopping ads, and how is it utilized? Let’s explain in detail.
What is Google Merchant Center?
Google Merchant Center is a digital platform introduced in 2010. It allows businesses to publish shopping ads on Google and partner sites.
Its main purpose is to upload product information to appear on Google Shopping. It is not an online store but a listing service that helps discover products and works integrated with other Google services.
Why Use Google Merchant Center?
Google Merchant Center is used for various reasons, the most important of which are:
Import Customized Product Data Sheets
Google Merchant Center allows you to import your product data and customize it extensively.
This gives you flexibility when creating shopping ads. For example, you can use this platform when you want to target a specific product or change your strategy for different products based on performance.
Edit and Update Product Data
The platform allows you to edit and update your product data, ensuring that the products listed in the shopping feed are continuously optimized. It also allows you to review bids and effectively manage your ad strategy in real-time.
Integration with Other Google Services
Google Merchant Center integrates with Google Ads, the Google Display Network, and other advertising platforms.
This integration allows you to create remarketing and multichannel ad campaigns, helping you reach a broader audience and strengthen your overall advertising strategy.
Is Google Merchant Center Free?
Google Merchant Center is a free platform for product listing, but ads require payment. Ad costs are determined per click or interaction; cost per click (CPC) is charged each time an ad is clicked, while cost per engagement (CPE) is calculated based on user interaction with the ad.
How Does Google Merchant Center Work?
Google Merchant Center is essential for businesses or e-commerce entities to make their products and services visible and reach potential customers. Knowing how this platform works is crucial for using it effectively. Follow these steps to utilize Google Merchant Center:
Create an Account
The first step is to create a Google Merchant Center account. To do this, you need a Google account. If you already have a Google account (like Gmail or Google My Business), you can use that.
Get Started
Go to the Google Merchant Center website and click on the “get started” button. This will direct you to the registration process.
Enter Business Information
During registration, you will need to enter basic information about your business, including your business address, store name, and website.
Set Purchase Parameters and Integrations
You will need to set specific purchase parameters for your store. Additionally, choose any third-party platforms you want to integrate with Merchant Center, such as your e-commerce platform.
Add Products
There are two ways to add products to Google Merchant Center. The first is to add products manually. The second is to use a product data feed file, which includes all the details of your products and is uploaded in bulk.
Optimization
Optimize your listings in Merchant Center, including product titles, descriptions, keywords, images, product categories, and feed management. This optimization helps your products become more visible on Google and easier for potential customers to find.
What is a Product Data Feed?
A Product Data Feed is a data file containing product information created in various formats (TXT, Google Sheets, XML, content API, etc.). This feed helps search engines recognize your products and display them correctly in search results. It includes basic information such as product name, description, and price, and is used by e-commerce sites for product promotion and marketing.
How to Create a Data Feed?
Creating a data feed for Google Merchant Center is an important step for displaying your products in Google ads. Here is the step-by-step process:
Log in to Merchant Center and Access Feeds
- Log in to Google Merchant Center.
- Click on “Products” > “Feeds” from the menu on the left.
- If you are creating a feed for the first time, click on “Products” and then “See all methods” in the main window.
Select Country of Sale and Language
- Choose the country and language options where you are selling your products.
- Click “Continue” to proceed.
Primary Feed Name and Input Method
Primary Feed Name: Enter a descriptive name to identify your feed. This name does not have to match the name of your file.
Input Method: Choose an input method according to your needs. Options include:
Google Sheets: A simple solution for small sellers. You can create a new Google Sheet or use an existing one.
Scheduled Fetch: Upload a file hosted on your website to Merchant Center on a scheduled basis.
Upload: Upload files from your computer via Google Cloud, SFTP, or FTP.
Content API: Allows app-to-app interaction for easy information upload and direct data fetching from your website.
Create and Upload Feed
- Create your feed according to the chosen input method.
- Complete the setup by clicking on the feed creation option.
Using Google Merchant Center in E-Commerce
Google Merchant Center is a tool that allows e-commerce businesses to promote their products through Google Shopping and increase sales. Consumers can easily search and compare products from different sellers through this platform. This offers businesses the opportunity to reach a broader audience and gain a competitive advantage.
