Via Google Merchant Center, retailers have the opportunity to upload their products with accompanying images, prices, availability data, etc., so they can later be displayed in Google Shopping.
Google Shopping serves as a user-friendly comparison tool that simply presents all relevant product results from various retailers for the respective Google search.
How Google Merchant Center works
Google Merchant Center is free for all retailers who want to list their inventory on Google’s platform, providing the opportunity for users to visually see their products through the search engine’s platforms.
In this context, Google provides retailers with insights into which products sell best, how their prices compare to competitors, and more. Ultimately, this gives you a better understanding of the demand for your products and how to adjust your ads for improved performance.
Automatic adjustments
Several e-commerce platforms are supported by Google Merchant Center, and when you connect your webshop to Google, all changes in prices, stock levels, etc., will automatically transfer to the Merchant Center.
However, it is not just supported e-commerce platforms that can be connected to the Merchant Center. Other platforms can function similarly with automatic updates, or inventory can be linked manually using information from a spreadsheet, for example.
Paid and organic ads
Google Merchant Center offers both paid and organic ads. Organic shopping ads work simply by uploading your webshop’s products, and with the right keyword strategies, your ads can appear in relevant searches.
Paid ads, naturally, come with more features that retailers can benefit from. After uploading products, you can create specific campaigns via Google Ads and set up additional promotional strategies through Performance Max.
According to Google, there’s an opportunity to utilize their AI-based recommendations for which keywords and bids will provide the best return.
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