Google Merchant - your brands’ best friend in 2023

Google Merchant Centre is a valuable tool that's often overlooked within the Google platform. It's an essential component for businesses looking to advertise their products online and create Google Shopping campaigns. But what exactly is Google Merchant Centre and how does it work? In this blog, we'll dive into the basics of this platform and how it can benefit your small online store or your creative local business.

So, what exactly is Google Merchant Centre?

It's a platform that lets you upload all your products and use that data to reach potential customers who are searching for what you're offering. Whether you sell online or in a brick-and-mortar shop, you can upload your products to Google Merchant Centre.

There are two main formats for advertising using Google Merchant Centre: Google Shopping Ads and Local Inventory Ads. Google Shopping Ads are the most common format and appear at the top of the Google search engine results page when someone searches for related products. To create these ads, you must also have a Google Ads account. The ads work on a cost-per-click basis, so you only pay when someone clicks on your ad.

Local Inventory Ads, on the other hand, are designed to advertise your products and shop information to people searching for your business online. When someone clicks on your ad, they're taken to a Google-hosted interface called a ‘local shop front’ where they can view your inventory levels and business hours. This ad format is especially helpful for small creative businesses looking to increase brand awareness and foot traffic to their brick-and-mortar shop. Just like Google Shopping Ads, Local Inventory Ads also work on a cost-per-click basis.

All getting a bit too detailed? Meet Sassy Cathy.

Let's take the example of "Sassy Cathy's" indie coffee shop, for instance. This small, creative local business is run by a passionate coffee connoisseur, Cathy, who takes pride in hand-crafting each cup of coffee for her customers. But how can Cathy reach more customers beyond her local community and expand her business online?

That's where Google Merchant Centre comes in! By uploading her coffee offerings to the platform, Cathy can advertise her products to potential customers who are searching for coffee products online (think milk frothers, coffee grinders and Cathys own secret coffee blend). With Google Shopping ads, Cathy's coffee offerings will appear at the top of the Google search engine results page, giving her a wider reach and increased brand exposure. Additionally, Local Inventory Ads will help her attract local customers by showing her shop's inventory levels and business hours, increasing foot traffic to her shop.

By using Google Merchant Centre, Cathy can reach a wider audience and attract more customers to "Sassy Cathy's" indie coffee shop. It's a must-have tool for any small, creative local business looking to advertise their products and increase their customer base.

Okay, but how?

To upload your products to Google Merchant Centre, you'll need to add them to a Google Merchant Centre feed. This data source is used by Google to create advertisements and contains information about your products. You can upload the feed manually using a Google Sheet or have it automatically pulled from your website with Google's website crawling code.

The benefits of using Google Merchant Centre are numerous. For your small online store, it opens up the opportunity to create Google Shopping Ads and showcase your products, giving potential customers a chance to view a description and image before clicking on your ad. For your creative local business, Local Inventory Ads provide a great way to increase brand exposure and drive foot traffic to your shop. By using Google Merchant Centre, you're giving your business the chance to reach a wider audience and connect with potential customers who are actively searching for what you have to offer.

Fancy trying it for your creative business but don’t know how to start? Give us a shout and we can help!