The beginner’s guide to launching a Google Merchant Center 

About 93% of global traffic is driven by Google, and having a strong online presence can significantly boost your eCommerce endeavors. Think of it as putting your business on the world’s busiest street. It means more people notice you, trust you and walk through your door. If people can’t find you on Google, you’re missing out on a global audience looking for what you offer.

Google Merchant Center is a powerful tool that can help you achieve this. In this beginner’s guide, we will break down what it is, why it’s essential, and how it can become your key to online success.

What is Google Merchant Center?

Google Merchant Center is a hub for managing, organizing, and optimizing your online store’s product data. It lets you upload detailed information about your products such as:

• product names
• descriptions
• prices
• availability
• unique product identifiers
• links to product images

This information is used to make your products visible to users on Google’s various platforms so people can compare and choose products.

What Google properties are connected?

When you upload your product data to Google Merchant Center, it meticulously organizes and categorizes this information. It then optimizes it to meet Google’s specific data format requirements. This formatted product data is used to display your products across its various platforms, including:

• Google Shopping. This feature allows you to present your products directly in Google search results, giving potential customers a quick and convenient way to find what they need.
• Google Ads. Google Merchant Center seamlessly integrates with Google Ads, enabling you to create and manage advertising campaigns to increase your product’s visibility.
• Google Search. Your product listings may appear in Google’s standard search results when users look for specific products or related keywords.
• Google Images. Google Merchant Center can also showcase your product images in Google Images search results, attracting those searching for visual inspiration.
• Google Display Network. By utilizing this feature, you can extend your reach to websites within Google’s Display Network, providing exposure to a broader online audience.
• YouTube. Google Merchant Center opens up the opportunity for you to promote your products through video advertising on YouTube, where you can target users based on their preferences and interests.
• Google Maps. In some cases, your product listings may even show up on Google Maps, making it easier for potential customers to discover your physical store location or shop online.

Essential benefits of using Google Merchant Center

Provides detailed product information

One of the most critical aspects of online shopping is having access to detailed product information. A big disadvantage to online shopping is customers’ inability to see your actual product, which causes hesitation to purchase. If potential buyers can have a proper grasp of your product, they’ll be more reassured to make a purchase.

Google Merchant Center lets you provide accurate and comprehensive details about your products and solve this issue.

So, let’s imagine you own an online shoe store, and you have just added a new collection of running shoes to your inventory. You want your shoes to reach a broader audience and boost your sales.

You can use Google Merchant Center to create detailed product listings for your new running shoes. Each listing contains crucial information, such as the shoe’s brand, model, size, color, price, and availability. You also include high-quality images to showcase the products. The detailed product information gives potential buyers a clear understanding of the product, aiding them in making informed purchasing decisions.

Enhances your visibility

One of the primary benefits of Google Merchant Center is the enhanced visibility it provides for your online store. Your products are displayed on Google, reaching users who are actively searching for products like yours.

Now that you’ve placed your product listings, Google Merchant Center seamlessly integrates this with Google Shopping. So, when a user searches for “high-performance running shoes” on the search bar or on Google Images, your running shoes’ product listings are prominently displayed on top of the search results, often with images and prices. Users can easily see your product and click on it to learn more.

Finally, for users searching on Google Maps for “sports stores near me,” it leads them to your physical store location for increased foot traffic.

Deploys targeted advertising

Ads are an efficient way to promote your business. However, unlike traditional ads, Google Merchant Center allows you to tailor your advertisements to specific audiences by seamlessly working with Google Ads. This means that your products are more likely to reach the right customers who are genuinely interested in what you offer.

So, you decided to set up a Google Ads campaign to promote your new running shoe collection. Within Google Ads, you create Product Listing Ads (PLAs). When someone searches on Google for “running shoes for men” or “women’s athletic footwear,” your product listings are eligible to appear as part of these search results.

Furthermore, you can also run Local Inventory Ads. These ads help local users find your running shoes when they search for relevant keywords such as “shoe stores near me” on Google by displaying information like the product’s price, availability, and the nearest store’s location. If the user is interested, they can visit your physical store to make a purchase.

Boosts your competitive advantage

Business is always competitive and standing out is essential for success, especially in the field of eCommerce. Customers want the best deals worth their cash, so they’ll carefully select the product that gives them more.

Google Merchant Center equips you with the tools to distinguish your products from the competition. You can compare your offerings to those of competitors, which can help you make data-driven decisions. You can implement competitive pricing strategies, adjust prices, offer discounts, or even create special promotions for your shoes. Competitive pricing, coupled with detailed product information, entices budget-conscious shoppers and helps you stand out among price-sensitive competitors.

Plus, Google Merchant Center allows you to incorporate reviews and ratings into your product listings. Positive customer feedback boosts your credibility, influencing shoppers’ choices when comparing your shoes to those of your competitors.

Optimizes your store for mobile 

As more users turn to their mobile devices for online shopping, it’s vital to meet their demands. Google Merchant Center helps you cater to mobile shoppers by ensuring that your product listings are mobile-friendly.

For instance, high-quality images of your shoes are resized appropriately, and product descriptions are concise yet informative, making it easier for mobile users to browse and understand your products.

It also allows you to create user-friendly mobile ads designed to be visually appealing and easy to navigate on smaller screens. They include high-quality product images, concise but informative descriptions, and mobile-specific call-to-action buttons, making it simple for users to view, click, and purchase your shoes directly from their mobile devices.

Provides detailed insights

Your efforts shouldn’t stop at creating your campaigns. You should also think of ways to improve your current efforts. However, making decisions and taking reckless gambles won’t get you far. It’s crucial to have access to valuable data and analytics to base your next moves. Google Merchant Center delivers precisely that.

You can gain insights into how your product listings and advertising campaigns are performing, allowing you to refine your marketing strategy, allocate budgets effectively, and make data-driven decisions for future campaigns.

Adheres to compliance and quality

Finally, maintaining data quality and adhering to Google’s policies and guidelines are essential to ensure a smooth experience with Google Merchant Center. This is necessary to avoid penalties or even account suspension.

Its policies ensure your product information is accurate and up-to-date, preventing the promotion of fake or restricted items, and encouraging the use of good-quality pictures. It also checks your product data automatically and lets you fix any mistakes. User feedback and reviews are included to improve your store’s reputation.

How to set up your Google Merchant Center account in 12 steps

Setting up your Google Merchant Center account to use Google’s various platforms. By following these steps, you can get your journey right away.

1. Sign in or sign up. Go to the Google Merchant Center website. If you don’t have a Google account, you’ll need to create one.
2. Enter your business’ basic information. Sign in with your Google account, then provide basic information about your business, such as your business name and country.
3. Choose your business type. Select the most relevant business type from the options provided, like “Online retailer” for an online shoe store.
4. Verify your website. You’ll need to prove that you own the website you’ll be using for your online store. You can choose from various verification methods, such as adding an HTML tag to your website’s code or uploading a verification HTML file to your website server. This step helps ensure the accuracy of your product data.
5. Configure your shipping settings. Set up your shipping options, including shipping rates and delivery times. This information is essential for customers to know when they make a purchase.
6. Provide your tax information. Depending on your location and business type, you might need to provide tax information.
7. Add your payment information. To pay for advertising, you’ll need to add valid payment information to your account.
8. Create your first feed. A product data feed is a file that contains information about your products. You’ll need to create your Google merchant center feed with details such as product names, descriptions, prices, and availability. This feed can be in various formats, including Google Sheets or XML.
9. Submit your product data feed. Once your data feed is ready, you can submit it to the Google Merchant Center. The platform will review your data for accuracy and compliance with its policies.
10. Set Up Google Ads. If you want to advertise your products, you’ll need to link your Google Merchant Center account to Google Ads. This enables you to create advertising campaigns and display your products to a broader audience.
11. Review and launch. Review all the information you’ve provided and make sure it’s accurate. Once you’re confident that everything is in order, you can launch your Google Merchant Center account.
12. Monitor and optimize. After setting up your account, regularly monitor its performance. Keep an eye on how your products are displayed and how well your campaigns are performing. Make adjustments as needed to improve your online store’s visibility and sales.

How to Start Your Google Shopping Campaign

Creating a campaign can be an effective way to showcase your products to the Google Shopping tab and reach a broader audience. Here’s how you can initiate your shopping campaign with Google.

Step 1. Create and optimize your product data feed

Your product data feed is a structured file containing essential product information, and optimizing it is key to campaign success. Make sure all the information is accurate and up-to-date.

Step 2. Configure shipping and tax settings

Getting your shipping and tax settings right ensures that when customers look at your products, they see the correct prices, including shipping costs and taxes. Accurate pricing information helps customers make informed decisions and reduces any surprises at checkout.

Step 3. Link Google Merchant Center to Google Ads

To advertise your shoes effectively, you’ll need to connect your Google Merchant Center account to Google Ads. This way, the product data you’ve carefully curated in Google Merchant Center can be used to run Google Shopping ads.

Step 4. Set your campaign budget

Before launching your ads, it’s essential to figure out your campaign budget. This budget represents the total amount you’re willing to invest in advertising. It ensures that you have control over your spending, preventing any unexpected costs. By setting a clear budget, you can effectively manage your advertising expenses as you promote your products to potential customers.

Step 5. Create a new shopping campaign

Create a new campaign in Google Ads and select “Shopping” as your campaign type. This specific campaign type is designed for eCommerce businesses.

Step 6. Choose your campaign type 

Now, you need to decide which type of campaign best suits your advertising goals and expertise. You have two options:

• Smart Shopping Campaign. If you’re looking for a simplified approach, Smart Shopping is a great choice. Google will automatically optimize your ad placements and bidding to maximize the chances of your products getting seen and purchased.
• Standard Shopping Campaign. If you prefer more control and have a specific strategy in mind, you can go for the Standard Shopping Campaign. This option allows you to set your own bids, organize your ad groups, and fine-tune your campaign based on your unique objectives and insights.

Choosing the right campaign type ensures that your advertising aligns with your specific goals and the level of control you’re comfortable with.

Step 7. Select your target country and language

Specify the country and language where you want to promote your shoe products. This step helps ensure that your ads reach the right audience. For instance, if you’re selling in the United States, you’ll set your target country to the USA.

Additionally, choosing the appropriate language ensures that your ad content is comprehensible to your potential customers. This level of specificity guarantees that your ads are displayed to users who are most likely to be interested in your products.

Step 8. Set your bidding strategy

Now, it’s time to determine your bidding strategy. This strategy should align with your campaign objectives. You have various options to choose from:

• Maximize clicks. If your primary goal is to drive traffic to your online shoe store, this strategy focuses on getting as many clicks as possible within your budget. It’s ideal for increasing website visits.
• Optimize for conversion value. If your main aim is to generate sales and maximize the value of those sales, this strategy is a good choice. It focuses on getting the most valuable conversions within your budget.

Your bidding strategy influences how your ads are displayed and the type of users they reach, so selecting the right strategy is crucial for the success of your advertising campaign.

Step 9.Organize your ad groups and product groups

Structure your campaign by organizing your ad groups. They’re categories that help you group similar products together. Within each ad group, you can further organize your products into product groups, allowing you to set unique bids for different products.

This structured approach makes it easier to manage and optimize your campaigns, ensuring that your advertising efforts are well-organized and effective.

Step 10. Create compelling product ads

It’s crucial to craft your ads to be both engaging and informative. These ads are the first things potential customers see, so they need to be eye-catching and provide essential details.

Include high-quality images of your products, persuasive descriptions, prices, and any special offers. These elements work together to grab the attention of users and motivate them to explore your products further.

Step 11. Monitor and adjust your campaign regularly

Keep a close eye on your campaign’s performance and make necessary adjustments to improve results. Regular monitoring and refinement are essential for a successful campaign. You can use Google Analytics to track your success.

Set up an account in Google Merchant Center today

Google Merchant Center can enhance your online presence, help you reach the right customers, and provide a platform for detailed insights into your marketing efforts.

As a beginner, you’re now equipped to dive into the world of online retail with confidence, knowing that Google Merchant Center can be your ally in achieving eCommerce success.

If you’re seeking further assistance and support for your online marketing efforts, consider checking out Web.com’s PPC services. We’ll help you maximize your advertising efforts and further boost your online presence.