Instructions

Google Merchant Center — an effective tool for online shopping

Q: What is step-by-step instructions for registration and operation?

To register, go to Google Merchant Center login — «Create account«. Enter the following information:

Редакція Spilno Agency | 30 Apr 2026 Updated: 01 May 2026 | 15 min read 13 views

For an online store to be profitable, it is necessary to showcase its products to a large number of people, i.e., increase online visibility. This is especially important when a commercial resource is just starting its operations. Google created a useful tool for this — Google Merchant Center. This free service significantly boosts conversion. To benefit from this resource, it’s worth understanding, firstly, how it works, and secondly, how to use it effectively.

What is Google Merchant Center

Google is the largest search engine, and it significantly influences the promotion of products for commercial resources. Google Merchant Center is a tool that allows you to create and manage a product database. This can include not only prices but also images and descriptions that provide potential buyers with maximum information.

Thanks to created product feeds, which contain detailed product descriptions, the owner can promote them in Google Shopping Merchant Center and organic search results. When a visitor enters a query to buy a specific product into the search engine, they may see an ad in the results with a card from your online store. There is also a link to the resource.

This approach significantly increases the likelihood that a potential buyer will purchase your product. The system is effective regardless of the size of the online store. The number of items is unlimited, and the process of creating product feeds is quite simple and convenient.

You can choose a standard or an advanced account. The second option provides many additional features and access to more detailed analytics.

Benefits of Google Merchant Center: How it will help your business?

Mastering the system requires time and effort. Before you start using it, it’s worth considering the main advantages:

Reduced cost per conversion. For shopping ads, the cost per click is lower compared to traditional ads.
Increased target audience. Merchant Center is beneficial because it allows displaying not just one, but several ads from a single seller in the search results. This significantly increases the likelihood that a particular product will be purchased. An effective strategy for new customers who are not very familiar with a certain brand.
Automation of settings. After uploading a product, Google automatically creates ads for each item and selects relevant keywords from user queries. The system uploads photos and prices. This significantly saves time for the online store owner.
Increased sales. In the search results, it’s not just information about the online resource that appears, but directly your product — properly and attractively presented. This is very convenient for users, as it reduces search time on the website.
Clear management. The site owner can manage impressions, prioritizing certain products or categories. There is an option to temporarily suspend ad impressions for items that are currently out of stock.
Ability to present products in other services, such as the “Shopping” tab or “My Business” service.
Dynamic remarketing. Ads can be shown to those who have already interacted with the commercial resource.
Now let’s consider what Google Merchant Center is used for. It is a practical marketing tool for individuals and organizations that sell products online. Main categories:
manufacturing companies — this way it’s convenient to present their products to various consumers;
online stores — promotion of any number of products;
retail sellers — the ability to convey information to a large number of consumers.

The undeniable advantages of the service indicate the importance of its use for successful entrepreneurial activity, promotion of commercial resources, and increased sales.

Step-by-step instructions for registration and operation

To register, go to Google Merchant Center login — “Create account”. Enter the following information:

Name. It will be displayed in ads and attract attention to the company’s brand.
Country. Important for correct product promotion and adherence to local rules.
Time zone. Necessary for correct time display in the account and quality synchronization with other services.
After you have filled in these fields, specify a list of potential customers who might be interested in your offers. At this stage, the creation of Google My Merchant Center is considered complete. But for more successful sales, additional information will be needed:
Company data. Location, phone numbers for ownership verification.
Website ownership verification. You can use one of several methods.
Shipping settings. Specify a list of services, shipping deadlines, and cost. This can be a whole system of settings with price ranges and the possibility of free shipping under certain conditions.

The more thoroughly the additional information is provided, the more convenient it is for the user. And this positively affects the website’s conversion rate.

Website requirements in Google Merchant Center

Not all platforms are allowed to register in Ukraine. The resource must meet certain requirements:

Accurate and up-to-date data. Only products that are actually sold on the marketplace can be added to Google Merchant Center. Ads must direct the buyer to the page where the specified item is located. Check that all characteristics in the store and GMC match. If discrepancies are found, Google may disconnect the platform from the system.
Language of the resource and ads. In Ukraine, a bill has been approved requiring materials to be published only in Ukrainian. The main version of the site must also comply.
Shipping and payment information. All terms and methods must be clearly stated in the store.
Return and exchange conditions. Some products may not be eligible for return, which must be explicitly stated in the description.
Contacts. Reliable methods of contacting the owner, such as an online form, phone, or messenger.
Ability to place orders. The process should be simple and intuitive. Advertisements, banners, and pop-up windows should not interfere with the ordering process.
High level of security. A resource with an SSL certificate must function via a secure HTTPS protocol. This is necessary for high security and maintaining the confidentiality of user data.
Confidentiality. Posting a privacy policy for customer personal data is an important requirement. Sellers are obliged to comply with data protection legislation at the request of the search engine.

Website requirements in Google Merchant Center

Detailed setup guide

One of the key stages is Google Merchant Center Feeds options. This is where product data is stored and formatted accordingly. A product feed is a file containing all the necessary information about an online store’s products.

Google uses this data to place ads. The effectiveness of promotion depends on the quality of the file and the completeness of its content. Feeds are created through the “Products” section. Follow the described order:

Select the “Create feed” sub-item.
Add the necessary data.
Create a unique name.
Upload the product feed in a convenient way.
Pay special attention to the name, as this will allow you to favorably identify your product among others, if there are several. For uploading a product feed, you can choose the following options:
Google Sheets. Automatic upload from Google Drive can be configured.
Scheduled. Updated information can be uploaded to Google Merchant Center according to a schedule set by the resource owner.
Manual management. You can upload the necessary information yourself at a convenient time. For this, use the Google Merchant Center Login page. The necessary manipulations are performed in the personal account.
Custom management program. More experienced users can create a program via the Google Merchant Center Content API. It will interact with the service.

The latter option is very convenient for online store owners on popular platforms. There is also a WooCommerce Google Merchant Center plugin. It allows launching advertising campaigns for WordPress sites. You need to install the appropriate Google Merchant Center WordPress Plugin, which will interact with the active account.

Some platforms, like Horoshop, have built-in integration tools. Shopify stores also have a sufficient number of apps for configuring fast data transfer. Google Merchant Center Content API provides more opportunities and integration flexibility.

How to link Google Merchant Center with Google Ads

To launch an advertising campaign, you need to integrate two accounts. This is a necessary condition, as Google Ads thus gains access to your data and displays it in search results or on partner resources. To link Google Ads and Merchant Center, follow a few steps:

In both tools — Merchant Center and Google Ads — click the “Link accounts” buttons.
Select the desired account.
Follow the further instructions on the screen.

Next, go to the Google Ads toolkit. In the account and in the “Admin” menu, select the item showing already linked accounts. Select Google Merchant Center and click the “Link to service” button.

Mark the corresponding account and continue linking, following the on-screen instructions. After this simple procedure, these two tools are considered integrated. For more convenient linking and use, a single email address is recommended.

What to avoid when setting up Google Merchant

The search engine has clear rules for the service’s operation. Non-compliance leads to undesirable or negative results. Let’s look at the main mistakes made when working with the system:

Unique identifiers. Proper use of GTIN makes it easier to classify and identify a product. If the ID is missing or incorrectly specified, the system may block the account.
Violation of standards. This is a fairly serious error for which an account can be blocked. Errors include incorrect ad formatting, feeds, or publishing prohibited content.
Inconsistent data. For example, if the price in the feed and on the website differs, Google may consider such a step an attempt to deceive the buyer. Do not try to present a promotional price as the main one. There is a separate attribute for indicating the discounted price.
Incorrect filling of main attributes. This applies to Image, Title, and Description. If incorrect information is provided in them, problems during moderation are inevitable. The use of calls to action and advertising slogans is not allowed. The image should not have watermarks and must fully correspond to the described product.
Geotargeting settings. If trading is conducted in several countries, create separate feeds. For each, use the currency and language of the respective country.
Categories. Products should be assigned to appropriate categories.
Unique identifiers. Proper use of GTIN makes it easier to classify and identify a product. If the ID is missing or incorrectly specified, the system may block the account.

What products cannot be advertised

Google Merchant Center has certain prohibitions regarding some groups. These clearly include weapons and drugs. But there are also specific categories:

Financial services. Services for currency exchange, sale of securities, insurance policies, and lending cannot be added to the system. Ads for the sale of mining equipment, etc., will not pass moderation.
Real estate. Information about houses, apartments, buildings, and land plots is not allowed to be advertised. Restrictions also apply to rentals.
Tickets for concerts, performances, entertainment programs. The service promotes only physical products, so services are not advertised.
Vehicles. Restrictions apply to both new and used means of transportation.
Digital products without a physical carrier.
Counterfeit goods. Brand counterfeits are not allowed in the system.

If an online store owner still tries to advertise such products, the consequences will be serious. The first violation leads to ad blocking, and the next one restricts the functionality of the entire account.

How to set up product ads for maximum sales

Google Shopping is a platform that unites a large number of online stores and provides users with maximum useful information. It significantly simplifies online searching. You won’t have to visit different platforms to compare prices, as everything is available in one place. Integration with Google Merchant Center opens up even more marketing opportunities. Instructions for setting up commercial activities:

Create profiles in Google Merchant Center and Ads.
Create and upload product feeds.
Link both accounts.
Verify the website.

Google Shopping is one of the most effective tools for increasing sales, especially with a comprehensive approach and quality marketing.

setting up product ads in Google Merchant Center

Google Merchant Center reports: performance analysis

To understand potential demand, it is necessary to see the dynamics from competitors. Reports show which companies are competing with your online store in displaying certain product items. The service also provides reports on specific products. This allows you to see the rise or fall in demand. The owner of the online resource receives information regarding sales success and can adjust the purchasing level. If demand falls, it is worth adjusting the pricing policy or conducting a more effective marketing campaign.

Google Merchant Center is a productive and profitable tool that will help increase online sales. If you want to use it effectively and receive stable income, contact a specialist at Spilno agency for assistance.

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Frequently asked questions

Is Merchant Center completely free?

The service is positioned as free, meaning no money is charged for displaying products. However, for displaying advertisements in systems like Google Shopping and others, you need to pay for clicks.

How long does it take to approve products?

This indicator is not constant and depends on many factors. Approval takes from several hours to 2-3 days. This is especially true for the initial review. If problems with feeds are detected, the process can be significantly prolonged.

What to do if products are rejected?

The system provides thorough explanations regarding the reason for rejection. Go to the “Diagnostics” section and correct the errors. Only after that can you re-upload the feed. Sometimes, it is necessary to request a re-review of individual products or the account.

Frequently Asked Questions

What is Google Merchant Center?

What are the benefits of Google Merchant Center: How it will help your business?