What is Google Merchant Center?

Google Merchant Center is Google’s platform where you manage your product feed, business details and policy checks. Products from your Merchant Center account appear in Google Shopping, in both paid ads and free listings. Without an approved feed you cannot run a Shopping campaign.

Why is Google Merchant Center important?

A requirement for Shopping: your feed comes in here and is linked to Google Ads from here.
Quality control: Google checks products and your website against policy requirements and you see disapprovals right away.
Free visibility: products can also appear in free listings.

Examples of Google Merchant Center

A sporting goods store connects the feed from its online store and has it refreshed daily.
Merchant Center reports products that were disapproved because the price in the feed differs from the price on the website.
An online store links its account to Google Ads, so campaigns use the feed.

How do you use Google Merchant Center?

Create an account, verify and claim your website, enter your business details and shipping and return information and add your product feed. Then link the account to Google Ads and review disapprovals regularly. For online stores, read more under e-commerce stores.

Google Merchant Center