Google Shopping & Google Merchant Center

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Google Shopping & Google Merchant Center

Google Shopping & Google Merchant Center

Google has two search engine marketing (SEM) platforms that work together to enable you to advertise on Google.

Google Merchant Center is where your product information is stored and is populated and updated using the Google Shopping feed created in your online store administration.

Google Ads is where your actual shopping campaigns live and where you will set your budget, manage your bids, gain insights, and make optimisations based on performance.

The setup and management of Google Shopping ads is quite a bit different from setting up traditional text ads. With text ads, you are creating campaigns, ad groups and ads that are focused around keywords that you choose.

When using Google Shopping, Google will determine when your product listing ads show up. They consider your feed, your website, and your bids to determine what search keywords trigger your ads. It is important that you consider the quality of the descriptions, names and images that you use and submit in the Google Shopping feed as that will determine the success of your results. It is a great deal like setting up content for good Search Engine Optimisation (SEO) and similar rules apply.

If you do not have a Google Merchant Center account then you can find out more and sign up at Google – click here.

You can download the full eCorner Google Shopping Setup Guide - click here.

Claim and Verify Your Website in Google Merchant Center

Google Merchant Center Business InformationSign in to your Google Merchant Center with your Google account used the verify the property and enter the URL of your shop into Tools >> Business information >> Website.

You should take time to complete all the necessary business information that you can.

Once you have verified and claimed your website then you can proceed to setup your data feed and connect it to Google Merchant Center. Setting up the data feed is a two part prodcess.

  • Setup the data feed information in Google Merchant Center.
  • Setup the data feed file in the online shop administration.

Before you get started you need to prove to Google that you own and manage the website / online store and this is a simple process that you can complete in a few clicks. It uses information that is kept in the Google Search Console about your website. If you haven't setup a Google Search Console account then do that now as it will provide great information and a source of help about getting the best results in Google Search.

Verify and Claim Website


Google Merchant Center Verify

Google Shopping – Product Portals

This is best used when adding bulk or multiple products to the feed. Go to the Google Shopping feed in the website administration. Marketing menu >> Product portals >> Google shopping Australia.

ePages Product Portals - Google Shopping

Sending products to Google Merchant Center

After you have completed adding the products to the data feed the data feed file can be automatically uploaded based in the schedule selected or it can be manually uploaded. For the initial data feed, it can be set to manually upload and the scheduled upload has not be started. Once you are confident that the data feed file is correct you can enable the scheduled upload.

Feed settings

shopsettings epages google shopping Export all product (Yes or No):

This overrides the products selected in the feed Product tab and will export all products that are In Stock, Visible and For Sale on the website. Select “yes” or “no” and SAVE.

Delivery Method:

Allows you to add a delivery cost. Delivery can also be calculated using the services in the Google Merchant Center.


Product image used in the feed file – select the image and SAVE.


The product description used in the feed file – select the description needed and SAVE.

Export repetition:

This automates the data feed upload buy selecting a period and then clicking SAVE.

Select either 1 month, 2 weeks, 1 week, 3 days or daily. Then SAVE.

SAVE – always save after changes

Export (number) – the number is the product count in the export file and you can manually recreate the file by clicking on Export. If the scheduled load is enabled the file will be recreated based on the schedule.

Upload – this forces a manual upload of the feed file to Google and generally Google will take up to 2 hours to process the file and show in the Merchant center


Success with Google Shopping and Google Ads is very much dependent on the quality of your product content. You will find that Google Merchant Center will warn you or disallow a product ad if the content or images are not of an acceptable quality.

Learn more about setting up Search Engine Marketing at Google Merchant Center Help – Click Here.

Download the eCorner Google Shopping Setup Guide - here.

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