What is Google Merchant Center and why you should develop a campaign in it

Whether you have a small local store or are an international company, and whether you operate in the market either online or in the traditional way, to advertise on Google, you will need to work with Google Merchant Center.

What is Google Merchant Center?

The Google Merchant Center is the gateway for every advertiser for businesses selling on Google. Users can upload their product catalog there to later create ads across the entire Google system. These include ads that appear in Google search results, Google Shopping, YouTube, and other Google search partner sites, as well as the Google Display Network.

In other words, Google Merchant Center is where product data feeds are maintained. Google ads are where product data is transformed into advertisements and campaigns.

In order for ads to be approved and displayed on Google, the product data feed must be completed and submitted correctly. Whether you are an organization, a small business, or a global enterprise, Google has the same requirements. While Google’s requirements change each time, there are certain attributes that the Google Merchant Center product feed must have:

• id (identity)
• title
• description
• product category
• product link
• image link
• price
• availability
• brand, GTIN (barcode), MPN (manufacturer’s code)
• shipping information

*Note that there are also certain attributes required based on country or category.

Is Google Merchant Center free?

YES. The Google Merchant Center itself is completely free. However, to start advertising through Google ads, you will start paying, usually on a CPC (cost-per-click) or CPE (cost-per-engagement) basis.