We can say that Google Merchant Center is a tool that Google makes available to us so that we can upload data feeds, i.e. useful information about the products we promote or sell on the network. This allows them to appear in Google product searches through Google Shopping or other Google services.
Google Shopping is the main service related to Google Merchant Center. It allows advertisers to display and update feeds so that users can find their products.
A Google Merchant Center feed, or simply feed, is the information of a product: product name, price, description, shipping cost, etc.
The user does not have to go to Shopping to discover your products. It is enough for them to perform a search related to our products on Google, and they will see an Adwords ad. That way, our offers are visible to millions of potential buyers, which saves us time and effort in marketing and advertising campaigns.
We can say that Google Merchant Center and Shopping are an inseparable binomial when it comes to promoting offers on Google.
Optimizing a Shopping campaign
To get the most out of Google Merchant Center, you must create optimal Google Shopping campaigns. Otherwise, you will be wasting your time and making a bad investment. Remember that, as powerful as Google’s tools are, they don’t work magic either: it is in your hands to ensure the success of your online marketing campaigns.
The first thing is to ensure that all your feeds are correct and up to date. That is to say, that in Google Merchant Center the feed shows prices and descriptions according to the present reality, not the one of six months or a year ago. Remember that users who click on your ad have the intention of buying now.
There should also be a one-to-one relationship between ads and landing pages. If you take advantage of an ad to take the user to a landing page that offers many different products, you run the risk of a penalty by Google.
The third point is security: you must ensure that the domain of your online store has an SSL security certificate. This certificate allows encrypted transactions, which will guarantee the security of your customers and their money against cyber attacks. If your store is not secure, Google will not include you in Shopping. Although your store most likely already has an SSL certificate, it never hurts to insist on this issue.
Optimize your feeds
Each Google Merchant Center feed must contain a keyword or keyword representative of the product and with a high value. This is a vital optimization aspect, not only to reduce costs but also to make your articles visible. A useful tip is to use Google Analytics to find out which ones are optimal for your product.
Another way to optimize each Google Merchant Center feed of your product stock is to set a high value GTIN. The GTIN or unique product identifier is, along with the price, title and description, the most important attribute of your product. If your products’ GTINs are of less value than your competitors’, you will be at a disadvantage, as Google will not group you together with your competitors.
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