What is Google Merchant Center? How is its use in e-commerce?

One of the biggest business partners of e-commerce sites is undoubtedly Google. Google offers various advantages to e-commerce sites with its studies and applications. Google Merchant Center is one of them. With this application, you can ensure that your products exist on the internet and appear in Google searches. There are some details that you should pay attention to in this process. If you use Merchant Center correctly, you can see its significant benefits. So how to use Google Merchant Center?

What is Google Merchant Center?

Google Merchant Center is a tool that became available with Google Shopping in 2010. It is a tool for e-commerce businesses and business owners can host their products here. The main purpose of the application is to make e-commerce both easier and easier to control. You can upload the products you sell on your e-commerce site to Merchant Center so that they appear in the search results. In addition, photos and prices of products appear.

This tool, specially developed by Google for e-commerce businesses, is used for ad management. You can place ads on Google, YouTube, and other partner sites for products you upload to Merchant Center. For versatile e-commerce management, this tool can integrate with Google Ads, Google My Business, and other tools. Thus, while advertising is placed on the loaded products, statistics can be followed from another tool.

Why Use Google Merchant Center?

Extremely useful for online retailers, Google Merchant Center is a product listing service, not a store. Therefore, this tool does not offer site sales promises. Shows your products in search results with images, prices, and other information. Users must still enter your site to purchase the products in question. You can use this application, not for direct sales, but to increase your sales.

One of the reasons you need to use Merchant Center is so you can provide effective ad management. Since all the details of the products you want to advertise will be in the vehicle, you do not need to go through an extra effort. In addition, the integration of Google’s other services, Google Merchant Center, increases the efficiency of the advertising process. You can monitor the performance of your ads and thus develop new strategies.

The application also offers you the opportunity to easily edit product information. You can even edit and update products that are still running. Before the update, you can get reports with detailed data about your products and advertisements. By analyzing the data, you can plan your next step in digital marketing.

Is Google Merchant Center Paid?

Almost all of Google’s services are free. Likewise, Merchant Center was put into service free of charge. So you can easily open an account for your e-commerce business. All you will need is a Google (Gmail) account. You can log in to the application with your Google account. You can benefit from the service after entering the website, store name, address, and similar information and adding your products.

Opening an account and adding products is free, but there are also services for which you have to pay. If you advertise, you will be charged for this service. The pricing schedule is related to the interaction the ads receive.

Cost Per Click (CPC)

In this system, you are charged according to the clicks on your ads. Every time your potential customers click on your ads, you have to pay some money. The customer in question does not need to purchase products from your site.

Cost Per Interaction (CPE)

In the CPE system, you have to pay for each ad-related interaction of your potential customers. Interactions such as viewing the ad for more than 10 seconds, expanding a collapsed ad, and scrolling the ad require you to pay.

How Google Merchant Center Works

You must create an account for Google Merchant Center to work actively. To create an account, simply go to the Merchant Center screen and sign in with your Google account. If you don’t have a Google account, you can get a Gmail by going to the Accounts screen and clicking the “Create Account” button.

When you activate the app, a first sign-on experience is intelligently created for your account. You can get information about the next steps in this process. In the first step, you must enter information about your business. Information such as a business address, business name, and mobile phone number is added here.

In the next steps, transactions such as purchasing method, integration with third-party applications, and e-mail preferences are done. After the installation is complete, you can start adding your products. There are different methods you can choose to add your products.

How to Add Products to Google Merchant Center

There are three different methods you can use in the Google Merchant Center product addition process. You can choose the one that suits you best and add your products. As you can add products manually, there are also methods that allow you to add them automatically.

Importing XML

XML files are frequently used for product transfer. It is a file that can also be used in Merchant Center. If you have an XML file containing information about your products such as name, category, price, feature, image, description, and stock, adding products will be very easy for you. You can make your work even easier with the IdeaSoft infrastructure. Using our infrastructure, you can export the XML file containing your products on your e-commerce site with one click and link it to your Merchant Center account.

Manual Installation (Adding Products One by One)

Manual product addition is one of the least preferred methods. Because it is tedious and takes a lot of time. In this method, you have to repeat the same operations for each product. You can proceed to the step of adding products by clicking the “All products” option under the “Products” menu of your Merchant Center account. After clicking the + icon here, you can enter all the information about the product and add your product.

Via Content API Or Using Ftp / SFTP

You can automatically transfer your products to your account using Content API, FTP, and SFTP. In FTP and SFTP methods, product information is retrieved regularly via a file stored on your computer. The file in question can also be uploaded manually. The Content API pulls data directly from your website.

What are the Rules You Need to Pay Attention to in Google Merchant Center?

If you want to take advantage of Google Merchant Center, you should pay attention to some details and follow some rules. Thus, your products are shown in the search results without any errors and problems. The shopping tab on the search engine results page is very important for your e-commerce site. By following the rules below, you can have your products displayed on this tab. In this way, your products become more accessible and your sales can increase.

  • You must sign in to your Merchant Center account regularly.
  • You should keep your e-commerce site up to date and meet its requirements.
  • You must have verified the URL of your e-commerce site.
  • You should follow the policies of Shopping ads.
  • You should reliably collect the information of your customers and users who are members of your site.
  • You must have informed your customers about returns and exchanges.
  • You should only promote products that can be purchased directly.
  • It is also helpful to use an official language.

How is Google Merchant Center Used in E-Commerce?

Merchant Center supports both product listings and ads. Therefore, it has serious importance for e-commerce. Depending on the infrastructure of your e-commerce site, it may be easier to use this tool. One of the easiest methods is to use IdeaSoft AutoPilot. When you use IdeaSoft as your infrastructure preference, you can access the smart ad automation AutoPilot and make your work easier. This automation makes it possible to transfer products to Merchant Center with one click.

OtoPilot enables your Google Ads and Merchant Center account to work in an integrated manner. In this way, you can manage both your products and your ads simultaneously. The conversion rate increases while your advertising expense decreases. IdeaSoft AutoPilot smart ad automation makes the use of Google Merchant Center in e-commerce practical by quickly performing the following steps.

  1. The setup of the Google Merchant Center and Google Ads accounts is completed.
  2. Conversion tracking codes are added to accounts.
  3. Your Google Merchant Center and Google Ads accounts are linked.
  4. Your products are transferred to your account.
  5. According to the data obtained, your ads are optimized and thus sales performance improves.
  6. All data about your ads, such as views, clicks, and purchases, appear on your panel.

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