Understand what Merchant Center is the main tool of Google Shopping – WAU

Through the Google Merchant Center, it is possible to create product lists for Google Shopping, which is very useful for companies that want to sell their products online using Google’s own tools. Know its advantages and learn how to use it in your digital strategies.

Goal: Merchant Center improves the shopping experience and increases the chances of sales, delivering more complete ads on Google searches. Know more!

While some small business owners may not fully understand how digital marketing works, they realize that this is a strategy that can help them sell more. Using Google Merchant Center is one of the possible ways.

To better understand how this works, put yourself in the customer’s shoes during an online shopping experience.

When doing a search on Google and finding the product in an ad with image, description and price, isn’t that much more attractive than seeing it in a simple text ad? Well, this is one of the advantages of the Merchant Center.

And we will talk about many others in this post! Let’s start by understanding what the Google Merchant Center is and then learn how it works.

Come on?

What is Google Merchant Center?

O Google Merchant Center is a tool that helps you upload your product listings for use on Google Shopping. So, every time someone searches on it, the items listed will be sent to the tool.

To advertise your products, you will have to book product listing ads, as it is a service offered by Google Adwords, in which you will pay per click when advertising your products on Google Shopping.

What are the advantages of using it?

We list below the main benefits of using Merchant Center in your business. See what they are!

Product listing ads can be more profitable

Usually, Product Listing Ads campaigns tend to show a ROI larger than the text ad. Since ads made via Google Merchant Center have a product image, price and title, they help better qualify potential buyers than text ads.

Lower cost

For those who have already invested in Adwords ads and have not had a satisfactory return, Google Merchant Center is a great way to get better results.

In some cases, the average cost per click for products listed on Google Shopping may be cheaper than in Adwords text ads.

Dynamic remarketing

A great benefit of having a Google Merchant Center feed is that you can sign up for the beta of dynamic remarketing.

Through it, advertisers can remarket to visitors, displaying the specific products they viewed on your site.

These products are pulled from the Google Merchant Center feed and inserted into image ads. Like product clicks, clicks on remarketing ads can cost less.

You may be interested in these other e-commerce content!
Google Shopping Ads: how to use it to optimize your sales
Reduce costs in Adwords: see the 9 best strategies
Marketing automation for e-commerce: learn how to implement
Instagram for e-commerce: understand how to use for your online store

How to use Merchant Center on Google Shopping?

To create a new Google Merchant Center account, you first need to decide which email to use. Typically, we recommend choosing the same Google email account that you use for Adwords. After all, at the organization level, it’s more practical to have the same email for all your Google Shopping accounts.

By the way, once your Merchant Center account is created, you can connect it to your Adwords account.

Navigate to the drop-down menu in the upper right corner of the page and click on the three dots. Then, from the drop-down list, select “Account linking”. You will see a suggestion to link the Google Adwords account used by your email.

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If you choose to use a separate email address for Google Merchant Center, that’s fine. Just click on “link account” at the bottom of the page and enter your Adwords ID.

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Check it out

The next step is to verify your site in the Merchant Center so that Google can make sure that you own the address you want to advertise.

This is done by navigating to the “business information” tab, in the left column, and selecting “website”.

You will then be asked to verify your account using one of the methods below:

  • download a snippet of HTML code and add it to your website’s theme file in the tag ;
  • check it using an HTML file that you will upload to your site. (this is usually the most popular method);
  • verify the account through Google Analytics;
  • check using Google Tag Manager.

If you’ve already verified your site through Google Adwords using the same email account, you won’t have to worry about this step. Therefore, it is recommended to use the same email account for both functions.

Configure shipping, shipping and taxes

Shipping and tax settings are the next steps you must configure in Merchant Center and the process is very simple.

For tax settings, click on “taxes” in the left navigation menu. Shipping settings may require a little more work due to the complexity of your rules.

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Google will not allow any shopping campaign to run until you add this information.

First, click on “shipping” in the left navigation menu. You will need the locations, weights and prices of the different shipping options it offers.

By the way, if you offer free shipping on your e-commerce, be sure to select flat rate and enter $ 0.00 for the price. If you don’t do this, your customer won’t see the text “free shipping” in your Google Shopping ads.

Connect the product feed

After following the previous steps, you are ready to connect your product feed to Google Merchant Center.

This can be done in several different ways, but to configure your product feed, you need to click on “products” in the left navigation menu and then click on “feeds”.

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Here are some of the most common ways people connect their feeds to their Merchant Center account:

  • upload a “.TXT” or “.CSV” file with all the right product attributes;
  • connect your feed via API;
  • use a feed at a URL to have it dynamically updated.

After the feed is connected using one of the methods above, you can see if the product is pending, approved or disapproved. The approval or disapproval process can take up to 72 hours.

Now that you know what the Google Merchant Center is and how it works, you can apply it to boost your business sales.

In fact, it is worth remembering that as this is a tool directly related to Google Ads, take the opportunity to learn everything you need to know about Google ads.