Guide with best practices for e-retailers using Google Merchant Center, covering setup, feed optimization, and performance.
1. Initial Setup of Google Merchant Center Account
Creating and Verifying Your Account:
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Create an Account: Start by creating a Google Merchant Center account. Provide essential business information and agree to the terms and conditions.
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Verify and Claim Your Domain: Use your domain registrar to verify and claim your domain name, which establishes your ownership and control over your online store. Guide to domain verification.
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Configure Tax and Shipping Settings: Properly set up tax rules and shipping settings based on your operational regions. This includes flat rates, carrier-calculated rates, or rate tables. Tax and shipping configuration.
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Link to Google Ads: Connect your Merchant Center to Google Ads to manage and track your ad performance effectively. Linking Merchant Center to Google Ads.
Source: Google
2. Optimising Your Product Feed
High-Quality Images and Product Details:
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High-Quality Images: Ensure your images are high-resolution, clear, and professional to meet Google’s standards. Image guidelines.
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Detailed Product Descriptions: Use accurate and comprehensive product details, including titles, descriptions, prices, and availability. Product data specification.
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Utilise Product Studio: Enhance product images using Product Studio for better appeal and conversion rates. Product Studio details.
Source: Google
3. Structuring Your Product Feed
A well-structured product feed ensures that your products are easily discoverable and accurately represented in Google Shopping results. Follow these steps:
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Collect and Format Product Data: Follow the Google product data specification guide to format your data correctly.
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Create and Upload Product Feeds: Set up your product feed by navigating to Products > Feeds in Merchant Center. Select your country, language, and input method. Creating product feeds.
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Optimise Titles and Descriptions: Write keyword-rich and clear titles and descriptions. Optimising product titles and descriptions.
Source: Google
4. Managing Feed Data and Synchronisation
Regular updates and synchronisation of your product data are essential to maintain accuracy and relevancy:
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Automate Feed Updates: Schedule regular updates to keep product information current. Automate feed updates.
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Data Governance: Implement practices to maintain data quality and compliance with Google’s policies. Set up alerts for disapproved listings. Best practices for product data.
Source: Google
5. Monitoring and Improving Feed Performance
Continuous monitoring and optimisation of your feed performance can help enhance your visibility and sales:
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Use the Diagnostics Tool: Regularly check the Diagnostics tool to identify and resolve issues with product data. Using the Diagnostics tool.
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Analyse Performance Metrics: Track key metrics like clicks, impressions, conversion rate, and return on ad spend (ROAS) to evaluate performance. Analysing performance metrics.
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A/B Testing: Perform A/B testing on product titles, descriptions, and images to find the most effective combinations. A/B testing in Merchant Center.
Source: Google
6. Advanced Strategies for Enterprise Retailers
Enhancing Product Visibility and Engagement:
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Rich Product Data: Provide additional product details like brand, GTIN, MPN, and detailed descriptions to improve search visibility. Rich product data.
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Use of Structured Data Markup: Implement structured data markup on your website to help Google understand your products better. Structured data markup.
Source: Google