Google Merchant Center (GMC) is a platform that allows businesses to upload and manage their product data so that it can appear in Google Shopping, Google Ads, and other Google services. It is an essential tool for e-commerce businesses that want to promote their products directly in search results and increase their online visibility.
Where do your products appear in Google Merchant Center?
When you add your products to Google Merchant Center, they can appear in:
- Google Shopping Ads (also called Product Listing Ads, PLA)
- Free product listings in Google Shopping
- Dynamic remarketing campaigns
- Local product listings (for physical stores)
How does Google Merchant Center work?
Google Merchant Center acts as a database where your online store uploads product feeds, which are then synced with Google Ads and Google Shopping. The process involves the following steps:
- Creating a Google Merchant Center account
- Verification and requirements for your webshop
- Creating and uploading a product feed
- Monitoring and optimization of product data
- Linking Google Merchant Center with Google Ads for advertising
Product feeds in Google Merchant Center
The product feed is a structured file that contains detailed information about your products. It can be created in various formats such as XML, CSV, or Google Sheets and should include important information such as:
- Product name (title)
- Description
- Image link (image_link)
- Price
- Availability
- GTIN/EAN (barcode)
- Brand
- Category (Google Product Category)
The more accurate and detailed your product data is, the better your products will appear in Google Shopping results.
Benefits of Google Merchant Center
1. Increased visibility and traffic
By using Google Merchant Center, your products can appear directly in Google Shopping and search results with images, prices, and descriptions. This creates a more visual shopping experience and can increase click-through rates (CTR).
2. Improved ad effectiveness
Google Shopping Ads (PLA) are one of the most effective ad formats, as they display product images and prices directly in search results. They often have a higher conversion rate than traditional text ads.
3. Free product listings
Google offers the option to display products for free in Google Shopping, which can provide extra exposure without advertising costs.
4. Integration with Google Ads and dynamic remarketing
Google Merchant Center integrates with Google Ads, allowing you to create:
- Google Shopping campaigns
- Dynamic remarketing campaigns where past visitors see the products they viewed
- Local Shopping ads that show availability in physical stores
5. Better product data analysis
Google Merchant Center provides insights into how your products are performing in search results, including impressions, clicks, and conversions.
Setting up Google Merchant Center
To get started with Google Merchant Center, you need to:
- Create an account on Google Merchant Center
- Verify and claim your webshop via Google Search Console
- Set up a product feed, either manually or via an integration with your e-commerce platform (e.g. Shopify, WooCommerce, Magento)
- Ensure product data meets Google guidelines, including requirements for images, pricing, and availability
- Link your Google Merchant Center account with Google Ads if you want to run paid ads
Best Practices for Google Merchant Center
Optimize product data
- Use descriptive titles with relevant keywords
- Write precise product descriptions that match search intent
- Upload high-resolution product images to increase CTR
- Make sure prices and stock status are up to date
Use structured data and Google Product Category
- Assign the correct Google Product Category for better relevance
- Use GTIN, MPN or brand, if possible, to increase product exposure
Monitor and fix errors in Google Merchant Center
- Use the Diagnostics tab in Google Merchant Center to identify and resolve issues
- Make sure your products comply with Google’s advertising policies
Brug remarketing for at øge konverteringer
- Set up dynamic remarketing in Google Ads to target past visitors
- Combine Google Shopping with Performance Max campaigns for maximum exposure
Google Merchant Center Next – Den Nye Version
Google has launched Google Merchant Center Next, a more user-friendly and automated version of Merchant Center. Some of the key changes include:
- Automatic filling of product data based on the website
- Better integration with Performance Max campaigns
- Simplified interface that makes it easier to manage product feeds
Google Merchant Center is a powerful tool for e-commerce businesses looking to maximize their visibility on Google Shopping and Google Ads. By optimizing product data, monitoring errors, and strategically using Google Shopping ads, businesses can significantly improve their online sales.
