Google Merchant Center

Google Merchant Center is a digital platform where online businesses upload product data that promotes Google Shopping ads (formerly product ads). Within the Merchant Center, you also provide information about your e-commerce business, shipping, etc.


What is Google Merchant Center?

Google Shopping allows millions of customers to browse, compare and buy products online. This helps businesses reach more consumers and increase product sales.

To get the most out of Google Shopping and get optimal results in terms of clicks and conversions, e-commerce businesses and digital marketers need to use two platforms:

Google Ads Manager:
Which is where online retailers and digital marketers manage and build all their Shopping campaigns. It allows them to monitor ad budgets and bids while optimizing campaigns, using the performance insights available on their Ads Manager account.

Google Merchant Center: 

The Google Merchant Center is the place where businesses keep their 'Google Shopping feed'. This feed will contain all the products that the company sells. Attributes can include fields such as GTINs / EANs, price, colour, material description and title etc.

Specification requirements for Google Merchant Center

If you want to use Google Merchant Center and Google Shopping, you need to format your product data by following Google's feed requirements when you want to send your product feed to your Google Merchant Center.

It's important to make sure you find design guidelines that spell out how the data will be used so Google can understand it thoroughly. While you may find it redundant to read through the specification requirements thoroughly, it can be useful to do so in order to get an understanding of what kind of information you will get out of it.

Google Shopping feed optimization

For online stores selling goods on Google Shopping, the fastest way to increase your CTR and conversions, with minimal effort, is to focus on structuring and optimizing your Merchant Center feed.

You may have an effective bidding strategy, but is your feed poorly structured or optimised? Well, chances are you won't see the results you want.

Did you know that Google Shopping ads can actually give you 26% better conversion rates at 23% lower cost per click (or CPC) compared to traditional text-based ads, but they need to be optimized properly.

Once you submit your feed to Google Shopping, these products will appear when a customer uses Google to search for a product, if they are searching for one of the products you sell. The products can appear on the main Google page or under the "Shopping" tab.

If you really want to take advantage of this, it's well worth taking the time to really accurately define and describe the products in your Google Shopping feed. This will help potential customers searching for your products to find them more easily.

ian figure

Ian Rosenfeldt

Founder & COO

Se forfatter

Get in touch

Do you need help with your Google Marketing efforts, or are you considering whether it makes sense for your company to focus on SEO and Google Ads? Contact Martino d'Apuzzo and have a dialogue about your project.

Vi har modtaget din forespørgsel

Tak for din forespørgsel. Vi sætter pris på muligheden for at drøfte dit projekt. Du hører fra os inden for 1-2 hverdage

På gensyn

Step 1 / 3

close icon

    Step 1 / 3 - Select project type

    Get a dialogue about your project

    Send us an inquiry and have a dialogue about how we can help you with your project and your objectives.

    SEOGoogle AdsSocial MediaMarketing automationData & InsightsOther things

    Step 2 / 3 - Project information

    Describe your project as best you can

    Step 3 / 3 - Your information

    Please enter your information below

    Download our new SEO book
    Get new knowledge about Ads and SEO