Google Merchant Center requirements: how to prepare your site for ad launch
Every day, Google processes about 3.5 billion search queries from users worldwide, most of which are aimed at making purchases. It’s evident that Google Shopping ads are a powerful tool in a marketing campaign. The platform allows you to achieve a return on investment in a relatively short time, enabling clients to get more conversions with less spending and higher coverage efficiency.
Advertisers usually create a feed to promote products/services on Google Shopping, where the positions and their attributes are structured according to Google’s requirements, and then proceed to launch the shopping ads. However, such advertising campaigns often fail to pass the moderation of the Merchant Center, which uploads data about the company, its products, and services. Why does this happen? Most likely, the site does not meet all the requirements of the Merchant Center.
How to prepare your site according to GMC requirements
Google Merchant Center (GMC) is essentially a centralized data repository where information from various stores is uploaded for user delivery. GMC provides advertisers with additional opportunities for promotion in Google Ads through Google Shopping. While the former can function without registering in GMC, Google Shopping cannot work without it. Thus, it is crucial to set up websites according to its requirements.
- Accurate contact information
Google has specific requirements for this information to ensure that customers can easily find contact details and reach the store if necessary. You need to provide the physical address of the store, postal code, email, phone number, working hours, and a contact person. It’s important to check if the same contacts are listed on other websites.
- Transparent shipping and payment terms
It is essential for customers to have complete information about all payment methods and any additional costs before placing an order. Online payment capability is mandatory. Additionally, you should provide options for cash and card payments, etc.
Specify complete information about the shipping methods, as well as the delivery times and costs associated with these methods. Address delivery by courier is mandatory.
- Return and exchange guarantees
Clearly state all conditions under which the product can be returned or exchanged, in compliance with the Ukrainian Consumer Rights Protection Law. List the required documents, who covers the transportation costs, and the refund periods. Specify the conditions under which return or exchange is not possible. Ensure that this information matches what is stated in the product card.
- User safety
The security of users’ personal data, banking details, passwords, and contacts is crucial. It is prohibited to transfer this information to third parties or use it for analysis without the user’s consent. To protect data, use only secure services with an SSL certificate. The site must comply with the HTTPS protocol.
- “Privacy policy” and “Terms of user agreement”
These sections are mandatory and must clearly outline the security information regarding the protection of users’ confidential data, and specify all the terms that the buyer agrees to when making a purchase. The “Privacy Policy” must comply with laws.
- Language version compliance
If the site has more than one language version, ensure the correct and complete translation of all pages, with no errors. - Accurate information on the site
Google’s requirements apply to all information on the resource, so make sure there is no unnecessary “fluff” such as “check prices,” “contact our manager,” and avoid empty promises like “lowest price” or “best quality.” - Site buttons
All buttons and icons must be functional. Check this, and pay attention to social media links, all internal linking, and footer sections. - Reviews
Reviews play a significant role not only for customers but also for the Merchant Center. All reviews should be genuine, mostly positive, and preferably with photos. - Site indexing
It is advisable to check the accessibility of all pages for Google search. This can be done using the Google Search Console service.
- Domain
The external domain of the resource must be of the first (top) level, such as ending in com.ua, in.ua, or kiev.ua.
Preparing product listings according to GMC requirements
The first thing to note is that Merchant Center rules prohibit advertising counterfeit goods of well-known brands, replicas, weapons, drugs and tobacco products, pirated software, motorized or sail-driven vehicles, investment products, stocks, precious metals, gold bars, gift bank cards, real estate, land plots, and more. Therefore, be sure to check on the Google Merchant Center website whether any of the products in your catalog are prohibited from being advertised.
At first glance, there seem to be many prohibitions, but in fact, much more is allowed. For example, in Google Shopping, you can advertise clothing, accessories, electronics, food products, beverages, beauty and health products, garden and home items, children’s goods, sports equipment, pet products, and more.
It is important to provide truthful information in the product description without exaggeration or assumptions. Avoid clichés like “only with us,” “highest quality,” “magic,” “unmatched” products, and other similar expressions. There should be no links to other resources, inactive landing pages, etc. Additionally, the exact price and availability of the product must be specified.
Adequate attention should be paid to the correctness of the product photograph. The photo should be of good quality, clear, and free from unnecessary inscriptions or markings.
Requirements for the order process
It is worth reiterating the requirements for the order and purchase process, specifically regarding the information provided and its accuracy. These discrepancies are often the reasons for moderation rejections:
- Mandatory Online Payment must be available without the need to contact a manager. Typically, this is done through services like LiqPay or Way4Pay, with additional payment details often provided. Online payment should be available for all delivery methods.
- No Contact After Payment, there should be no message prompting contact with a manager.
- Consistent Payment Information Ensure that all language versions of the site have correct payment information.
- No Delivery Exclusions There should be no exclusions for delivery within the country. It’s better not to separately highlight occupied territories.
- Complete Courier Delivery Information Provide full information on courier delivery – timing, cost, working hours, and order processing times.
- Uniform Delivery Information If there is free shipping or international delivery, the details should be uniformly specified on all pages, during the order process, and in GMC.
We recommend making multiple test orders from different categories to ensure everything works correctly. During testing, check for unnecessary buttons, links to other resources, and ensure all information matches the site, cart, and data in GMC.
Too much information to implement? Unsure how to prepare your site for Google advertising? Then trust the professionals and save your precious time by contacting the experts at Online Media Marketing Agency. Preparing the resource and product listings according to all Google requirements will not only speed up the Merchant Center moderation process but, most importantly, help avoid account blocking! Getting rid of an account block is not simple and is a higher-level hassle.