If you’re an e-merchant, you probably already know that Google Merchant Center is the cornerstone of a successful Google Shopping campaign. If we want to simply define this abbreviated tool as “GMC”, we can say that it is a sort of complete dashboard for all your product information. And it’s the official Google website that says, “Google Merchant Center is a tool that helps you import your product data and make it available for Shopping ads and other Google services.”

So how does GMC work? What are its attributes, and what are the real and tangible benefits it can bring to your online store?

That’s what we’ll be talking about in this article, where you’ll find out everything you need to know about Google Merchant Center as well as how to set up and manage your GMC account.

What is Google Merchant Center?

As mentioned earlier, Google Merchant center is a comprehensive dashboard for all of your product data.

It serves as an operating platform to upload, manage and optimize your product information to better inform users and search engine robots.

Google Merchant Center allows you to both import new product data and modify existing product Albania Phone Number List information with simple updates.


The more precise and relevant the data and descriptions of your products, the better their performance will be in the Google Shopping feed.

The advantages of a consolidated product dashboard
One of the biggest advantages of having all your product information in one place is the organizational aspect.

But, beyond organization, there are three very specific benefits unique to Google Merchant Center that make it a powerful tool for Google-branded online marketers.

First, you can upload custom Excel sheets for product data

Second, you have the option to modify existing product data for your updates, for example.

Finally, this tool integrates easily and almost automatically with other Google marketing services.

And best of all, GMC offers a wide enough range of descriptive information for your products so that you can customize your Excel sheets quite comprehensively.

Here is an overview: Size, material, age group for which this product is intended, category, particular characteristic, technical specifications, shape, texture, etc.

The second benefit of GMC is that it allows you to edit existing products that are still running on the Shopping feed.

This means that you can retroactively optimize any of your products.

Google Merchant Center actually lets you edit more than just the product data in your campaigns. Thus, you can also vary your bids to actively manage your advertising strategies.

Finally, we must not lose sight of the fact that Google Merchant Center is above all a Google service. Which means that it integrates naturally with other Google advertising platforms such as Google Ads and the Display Network.

With Google Merchant Center, you’ll access the best in remarketing and omnichannel e-commerce advertising, and see your online store sales soar. But before that, you will need to set up your GMC account and adjust several settings.

Configure your Google Merchant Center account

There are some conditions to be met to use this Google tool. To get started, you’re going to need at least one active Google Account to benefit from the GMC tool. You will therefore need to create a Google account if you do not have one yet.

You can of course link multiple accounts to the same GMC account.

You will also need an e-commerce company validated on the Google My Business platform to sell your products.

Make sure the data you are going to use in GMC is in a compatible format, such as XML or TXT created from an Excel spreadsheet.

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