Google Shopping allows shoppers to quickly and easily find your products on Google. As a seller, Google Shopping lets you attract more potential buyers. Google Shopping helps you to reach shoppers while they are searching for items to buy on Google. You can also control your product information. With Google Shopping, you can maintain the accuracy and freshness of your product information.

Google Shopping is currently available in Australia, Austria, Belgium, Brazil, Canada, Czechia, Denmark, France, Germany, Italy, Japan, Mexico, Norway, Poland, the Netherlands, Russia, Spain, Sweden, Switzerland, Turkey, the UK, and the US. By linking your Google AdWords and Merchant Center accounts, you will be able to surface your products directly to users through Shopping ads.

If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better-qualified leads. First, send Google product data with Merchant Center and create a campaign in AdWords. Shopping ads are then placed in a different area, because they’re more than a text ad–they show users a photo of your product, plus a title, price, store name, and more. These ads give users a strong sense of the product you’re selling before they click the ad, which gives you more qualified leads.

  • More traffic: Many businesses experience significantly higher clickthrough rates (CTR) with Shopping ads compared to text ads shown in the same location for shopping-related searches.
  • Better qualified leads: As a merchant, you can increase the quality of your leads by featuring product information directly in your ads to help shoppers make informed purchase decisions such as image and cost.
  • Easy retail-centric campaign management: Instead of keywords, Shopping ads use the product attributes you defined in your Merchant Center data feed to show your ads on relevant searches. Browse your product inventory directly in AdWords and create product groups for the items you want to bid on.
  • Broader presence: More than one of your Shopping ads can appear for a given user search and, if relevant, a Shopping ad and a text ad can also appear at the same time.
  • Product Shopping ads. These are created based on the product data that you submit to Merchant Center.
  • Showcase Shopping ads. You’ll create these in AdWords by grouping related products together. That way people can compare several of your products and click the right one.Powerful reporting and competitive data: See how your products are performing at any level of granularity you want. Identify growth opportunities with impression share data and the Bid Simulator tool.

    How Shopping campaigns and Shopping ads work

    Shopping ads use your existing Merchant Center product data — not keywords — to decide how and where to show your ads. The product data you submit through Merchant Center contains details about the products you sell. We’ll use these details when we match a user’s search to your ads, making sure to show the most relevant products. You manage your Shopping ads in AdWords using Shopping campaigns, a simple and flexible way to organize and promote your Google Merchant Center product inventory within AdWords. You can advertise your store and your products using two types of Shopping ads:

    Product Shopping ads are charged using cost-per-click (CPC), which is just when someone clicks your ad. So you’re charged only when someone clicks an ad that leads to the landing page on your website or to the Google-hosted landing page for your local inventory. Learn more about cost-per-click (CPC) bidding

Showcase Shopping ads are charged using cost-per-engagement (CPE), which is when someone expands your Showcase Shopping ad to see more, and then clicks. Charged only when people expand your ad and then click a link. If they just expand the ad, that’s free. Learn more about cost-per-engagement (CPE) bidding. When you’re creating your Shopping campaign, you’ll decide how much you’re willing to pay for each click or engagement. You’ll only pay the minimum amount necessary to rank higher than the advertiser immediately below you, and you’ll often pay less than your maximum bid.

Where your ads appear

  • Google Shopping (in select countries)
  • Google Search, next to search results and separate from text ads
  • Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)

Your Shopping ads can appear at the same time as text ads, because we want to give shoppers access to the full variety of products that match their search.

Business information section of Merchant Center

In the navigation panel in your Merchant Center account. This information is used in different Merchant Center programs, such as Shopping ads. Google uses the business information you submit to display to users who view your products online.

  • Business display name: The name of your business or store.
  • Website: The domain that hosts your products.
  • Business address: The location of your headquarters .
  • Primary contact: The primary contact information for your Merchant Center account.
  • Technical contact (optional): The technical contact information for your Merchant Center account. This point of contact is used to send updates (as indicated) following data feed processing. Your contact information won’t be displayed publicly.
  • Customer service contact (optional): The customer service contact email, url, and number from your website.


Verify and claim your website URL in the Website page under Business information. Use this page to claim your website URL and go to Business information to update your URL.. Before you can upload product data to Merchant Center for Google Shopping, you need to verify and claim your store’s website URL. Verification lets Google know that you are an authoriz  ed owner of a website URL. Claiming associates the verified website URL with your Merchant Center account. Merchant Center leverages Google Search Console, a product that helps you monitor and maintain your site’s presence on Google, for website verification and claiming.

If your domain is already verified in an existing Google Search Console account, the easiest option for claiming that URL in Merchant Center is to add the Google Account for your Merchant Center account as an Owner of the verified Google Search Console account.
  • HTML file upload (most common method): You’ll upload an HTML file to your server and we’ll verify that the file exists in the specified location. To use this method, you must be able to upload new files to your server. To stay verified, do not remove the HTML file even after you’ve verified and claimed your website URL.
  • HTML tag: Add a meta tag to your home page. To use this method, you must be able to edit the HTML code of your site’s index page. To stay verified, do not remove the HTML tag even after you’ve verified and claimed your website URL.
  • Google Analytics: Add the Google Analytics code you use to track your site. To use this method, you must be an administrator of the Google Analytics account and you must be using the asynchronous tracking code. The Google Analytics tracking code is used only to verify your website URL ownership. No Google Analytics data will be accessed.
  • Google Tag Manager: Add the Google Tag manager container snippet to your website. You must have “View, Edit, and Manage” account level permission in Google Tag Manager. The Google Tag Manager container ID is used only to verify website ownership. No Google Tag Manager data will be accessed.

Multi-client accounts

Multi-client accounts allow you to submit items for more than one website domain. Multi-client account owners may verify and claim a website URL for the parent account. Typically, the parent account should verify and claim the top-level domain, e.g. Each sub-account will then automatically inherit the claim and can submit products for that domain. . Merchant Center multi-client accounts allow a single person or company to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. Avoid submitting duplicate websites containing similar content to avoid account disapproval. Learn more about our policies on duplicate content. Multi-client accounts are designed for the management of multiple sellers and domains at a large scale, such as marketplaces and multi-country retailers. If you want to connect your Google account to multiple Merchant Center accounts, for example in order to manage their feeds, you can request to be added as a user by the respective account admin. Request a multi-client account

Navigate Google Merchant Center

Use Google Merchant Center as a resource to manage feeds, view data, and explore programs for your products. Go to the Home page from the navigation panel to quickly view Merchant Center announcements as well as your Dashboard information. The Dashboard contains cards such as product data overviews, feed information, and Shopping ad clicks. For more information on your product data, follow the direct links to access data diagnostics and product feeds.

Business information

Manage your business information and details in the Business information section.

  • About your business: Manage your store name and contact information. Learn more
  • Website: Claim and verify your website. Learn more
  • Logo: Upload your store’s logos to use when advertising your products on Google. Learn more


The products section allows you to manage your feeds, review feed data quality, and view a detailed list of your products in a centralized spot. Use the Products page to quickly access all information and configuration around your product data.

  • Diagnostics:  Review and troubleshoot current and historical issues with your product data. Use the context filter for more information on product eligibility in different contexts and programs.
  • Feeds: Register and upload feeds. Learn more about registering and uploading feeds. The Feeds page provides access to various feed related tools, including feed rules and downloadable error reports.
  • List: View detailed information about your submitted products and search for specific products. All click data is based on data available in AdWords and is calculated based on the time zone of your AdWords account. The data provided is from the previous 30 days.  Learn more
    • Note: If multiple AdWords accounts are linked to your Merchant Center account, click data will be aggregated from those accounts. Refer to your linked AdWords account for full reporting on the performance of your ads.

Tax and Shipping: Create and manage your tax or shipping settings.

Other program content

The Programs page contains cards featuring the various programs that are available in Merchant Center, and some may be a good fit for your business. Find the Programs page under the 3-dot icon  in the upper right-hand corner of your account. Continue exploring various programs by selecting the Learn more option in each card, and express your interest in participating in a program by selecting Get started.

Message archive

View recent account notifications within Merchant Center by clicking on the Mail icon in the upper right-hand corner of your account. This include notifications, alerts, and announcements that have been sent to your Merchant Center contacts. Feed status notifications will be removed from the message archive after 90 days. This feature is not yet available for parent multi-client accounts.

Manage account settings

G to your account management preferences, click the 3-dot icon   in the upper right-hand corner of your account.

  • Account settings: Manage your time zone and language preferences.
  • Account linking: Link your Adwords, Doubleclick, and supported e-commerce platforms to Merchant Center.
    • Adwords: Link your Merchant Center and Google AdWords accounts. Learn more
    • Doubleclick: Link your Merchant Center and DoubleClick Bid Manager account. Learn more
    • E-commerce platform: Link your Merchant Center and supported e-commerce platform accounts. Learn more
  • Automatic item updates: Enable automatic item updates to allow Google to update your items on Google Shopping based on the structured data markup we find on your website. Learn more
  • Users: Allow multiple users to access your account, and adjust user access level and administrative ownership for Merchant Center. Users can access multiple Merchant Center accounts from a single Google account and navigate between accounts by clicking the expand icon in the navigation panel. Learn more about user access.
  • STFP/FTP/GCS: Use SFTP (preferred), FTP, or Google Cloud Storage (GCS) to transfer product data to Google’s server.  Learn more about uploading via SFTP and FTP, or with Google Cloud Storage.
  • API diagnostics: Set up the Content API for Shopping (advanced), which enables you to programmatically upload product listings. Also review API call errors on this page.
  • Merchant Center programs: Explore programs in Merchant Center the may help you advertise your products.
  • Product. Word that describes the actual product that your potential customers would be searching for on Google
  • Item. Word that describes a product once it’s been added to your product data, either in a text feed, XML feed, or API. For example, an item is one line in your text feed
  • Variant. Word that describes a product that comes in different variations. For example, a shirt that comes in different sizes has size variants


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