10 Tips to Optimise Your Google Merchant Center for Success 

Google Merchant Center is a powerful tool for showcasing your products to millions of shoppers. However, simply setting up your account isn’t enough. To maximise your performance and drive conversions, you need to ensure your Merchant Center is in the best possible state. 

Here are 10 essential tips to help you optimise your account and make the most of your campaigns:

1. Provide Accurate and Complete Product Data

Your product data is the foundation of your Merchant Center account. Ensure all details are accurate, complete and optimised for shopper searches. High-quality images, detailed descriptions and unique product identifiers (like GTINs and MPNs) are key to ensuring your listings are compelling and trustworthy.

2. Follow Google’s Policies

Stay compliant by regularly reviewing Google’s Merchant Center Policies. Disapproved products or accounts can harm performance, so ensure your feed adheres to requirements like accurate pricing, availability and appropriate categorisation. 

3. Optimise Product Titles and Categories

Use relevant keywords in your product titles to match shopper search intent. Accurate categorisation also ensures your products are shown to the right audience, improving visibility and click-through rates. 

4. Keep Your Feed Fresh

Frequent feed updates are essential for reflecting accurate inventory levels and prices. Use automatic item updates to sync your website data with your Merchant Center feed, reducing the risk of disapprovals. Additionally, a feed management tool like FeedManager  will allow you to automatically refresh your feeds as frequently as every hour, which helps ensure you have the most up to date information in your ads. 

5. Monitor the Needs Attention tab and Resolve Issues

The Needs Attention tab (previously diagnostics) is your best friend for troubleshooting feed errors, policy violations and account issues. Regularly check and address flagged items to keep your account running smoothly. 

6. Enable Relevant Merchant Center Programs

Broaden your reach by enrolling in additional programs like Shopping ads, Surfaces Across Google and Buy on Google. These options help your products appear across more platforms, increasing visibility. 

7. Leverage Supplemental Feeds

Supplemental feeds allow you to make adjustments or add missing attributes without altering your primary feed. This is especially useful for applying promotional text or fine-tuning specific product details. 

8. Highlight Promotions and Offers

Use Merchant Promotions to showcase sales, discounts and free shipping. Special offers make your products more appealing and help you stand out in competitive search results. 

9. Utilise Performance Insights

Regularly review the Performance tab to analyse metrics like clicks, impressions and conversions. Use these insights to refine your strategies and improve campaign outcomes. 

10. Use Feed Rules for Efficiency

Feed rules help automate data adjustments, saving you time and ensuring consistent accuracy. For example, you can reformat price data or add missing attributes without manual intervention. 

By following these steps, you’ll set your Merchant Center up for success, ensuring your products are visible, engaging and ready to convert. Start optimising today and watch your results soar! 

Our Feed Manager tool can help with all things feed health and can take a lot of the manual labour out of feed optimisations. Book in a demo of the tool and explore the benefits of FeedManager and our feed audit reports, for improving your feed efficiency.