Google Merchant Center is the unsung hero of online advertising. Many marketers use it, but few of them mention it when discussing their marketing strategies. Don’t be fooled, though. Google Merchant Center is the absolute backbone of every successful Google Shopping campaign.
But what is it exactly and how does it work? And what benefits can you expect after setting up your own account?
In this article, we’ll guide you through how to set up your account and get started. We’ll also provide some handy tips for optimizing different aspects of this powerful tool so you get the most from it for your online business.
What is Google Merchant Center?
Google Merchant Center was launched in 2010 together with Google Shopping. It is a digital platform that allows you to create Shopping ads for Google, YouTube, and other Google partner sites.
The main purpose of it is to allow merchants to upload and update information about their products. This product information includes pricing and availability. The updated data is displayed in relevant Google Shopping ads and search queries.
Why should I use Google Merchant Center?
Here are some specific features that make it especially valuable.
1. Importing customized product data sheets.
Google Merchant Center offers a wide array of descriptors (or attributes) for your product data. This gives you plenty of scope for customization when it comes to creating Shopping ads. It can also be incredibly helpful when you need to find a specific product, or to adjust your strategy for different products dependent on performance.
2. Editing and updating existing product data.
You can easily edit product data. This allows you to optimize products that are still running on the Shopping Feed. In addition, Google Merchant Center allows you to tinker with bids and manage your advertising strategy practically in real time.
3. Smooth integration with other Google products.
The center naturally integrates with Google Ads, the Google Display Network, and other advertising platforms. This means you can run sophisticated remarketing and omnichannel advertising campaigns.
Being on Google Merchant Center will ensure your marketing on Google is more coordinated, and that customers see the most relevant and up-to-date product information for your e-commerce store.
Does Google Merchant Center cost anything?
Using the Google Merchant Center is completely free. Just don’t forget you’ll still need to pay for user engagement. This can be done in a couple of different ways:
- Cost per click (CPC). With this method, you pay a certain amount of money every time a potential buyer clicks on one of your ads.
- Cost per engagement (CPE). With CPE, you are charged every time a user “engages” with an ad. This includes expanding a collapsed ad, view an ad for more than 10 seconds, scrolling an ad, and tapping on an ad.
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