

How to Leverage the New Google Merchant Centre for Enhanced Product Visibility
Ready to give your eCommerce store a serious visibility boost? Google Merchant Centre (GMC) just rolled out some fresh updates that can help your products shine like never before. Whether you’re a newbie or a seasoned pro in the digital marketplace, there’s something in the updated platform for everyone. Let’s break it down into practical steps, sprinkle in some trade secrets, and figure out how you can get the most out of these exciting new features.
Getting Started: Setting Up and Optimising Your Google Merchant Centre Account
Before we even think about bells and whistles, you need to get the basics right. Setting up Google Merchant Centre is pretty straightforward, but optimising it? That’s where the magic happens. Here's your roadmap:
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Create and Verify Your Account:
Go to Google Merchant Centre, sign up, and link your website. Don’t skip the verification step. It’s essentially Google’s way of confirming you’re the real deal. -
Link to Google Ads:
I’ve seen too many people skip this step, thinking they’ll come back to it “later.” Spoiler alert: they almost never do. Linking GMC with your Google Ads account allows you to launch Shopping ads, which can massively increase your reach. -
Provide Accurate Business Information:
Enter your business name, customer service contact details, and delivery/return policies. Every little detail needs to align with what’s listed on your website. If something doesn’t match, Google could penalise you, and that’s a hill you don’t want to climb. -
Upload Your Product Feed:
Think of your product feed as the lifeblood of GMC. You’ll include details like prices, descriptions, images, and availability. Not sure where to start? Google provides templates, but trust me, investing a little effort here pays off big time.
Entering the World of Omnichannel Merchants
Now, here’s where GMC’s new updates start to really shine. One of their key focuses is on omnichannel merchants. Essentially, sellers who blur the lines between online and in-store shopping experiences. Why does this matter? Because today’s customers want flexibility.
According to research by Retail Dive, 73% of shoppers use multiple channels during their buying journey. Think about it: they might browse on their phones during lunch, add items to their shopping cart while on the train, and, finally, buy from their desktop at home. If you’re not catering to this behaviour, you’re leaving money on the table.
How to Go Omnichannel with GMC
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Enable Local Inventory Ads:
If you have a physical store, this feature is pure gold. It shows online users that an item is available for pick-up near them. No more waiting for deliveries; they’re in control. -
Leverage ‘Buy on Google’:
Google’s checkout feature lets customers complete a purchase directly from the Google interface. Sounds easy, right? That’s because it is, and removing friction from the buying process means higher conversion rates for you. -
Synchronise Your Promotions:
With omnichannel retail, consistency is king. If you’re running an in-store discount, make sure it reflects online as well. Or vice versa. GMC lets you sync promotions seamlessly, so you don’t have to do the heavy lifting twice.
Pro Tip: Harness Google’s Analytics Tools
The beauty of Google’s ecosystem is how interconnected everything is. Use Google Analytics and Google My Business alongside GMC to understand where your shoppers hang out. And how to meet them there.
Mastering Product Data Feeds: Matching Search Intent
Here’s the brutal truth: even the slickest account setup won’t save you if your product data feed is sloppy. Poorly optimised feeds lead to misaligned searches, irrelevant ads, and, ultimately, lost sales. The good news? You can avoid those pitfalls with a few best practices.
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Crystal-Clear Titles:
Picture this: a customer types “men’s black leather Chelsea boots size 10” into Google, and instead of pulling up your item, the search engine skips over you because your product title just says “boots.” Be descriptive! Include brand names, colours, sizes, and materials. -
High-Quality Photos:
Grainy, poorly lit images won’t cut it. Not when your competitors are uploading crisp, professional shots. Put yourself in your buyer’s shoes: would you trust a store whose products look like photos from an old flip phone? -
Dynamic Pricing Updates:
Have you ever clicked on an ad, only to realise the price listed doesn’t match what’s on the landing page? Few things frustrate customers more. Use automated tools to ensure your pricing syncs correctly across platforms. -
Utilise Custom Labels:
Here’s a hidden gem. You can add custom labels to your product feed to group items by criteria like “holiday sale,” “top sellers,” or “limited stock.” Trust me, targeting key customer segments this way works wonders during promotional seasons. -
Write Descriptions That Sell:
Product descriptions are your chance to answer the question: "Why should I buy this?" Keep them concise, but persuasive, and focus on benefits over features. Instead of “leather upper,” try “crafted with durable, supple leather for all-day comfort.”
Why GMC is a Game-Changer for Small Businesses
During my early days as an online seller, platforms like GMC intimidated me. They felt too complicated, almost like they were designed exclusively for enterprise-level giants. But that’s not the case anymore. Recent updates have been geared towards accessibility, making GMC an excellent tool for smaller eCommerce stores.
One client I worked with, a small pet accessories brand, started using GMC last year. They didn’t have massive sales, huge inventories, or even a giant marketing budget. Within six months of optimising their product feed and incorporating local inventory ads, their conversions went up by 48%. Platforms like Shopify and GMC can work wonders for brands willing to put in consistent effort.
Was it a magic bullet? No. It took some fine-tuning, trial and error, and a little tech-savviness. But the results proved that you don’t need to be Amazon to succeed on platforms like Google Merchant Centre.
Time to Take Action
If you’re serious about growing your eCommerce brand, this is the moment to seize. Start by setting up or revisiting your Google Merchant Centre account. Optimise your product feed, tap into omnichannel features, and focus on creating a seamless, customer-friendly experience.
Every sale counts, especially in today’s hyper-competitive market. Google has handed us the tools. Now it’s up to us to use them wisely.
So, what’s the next move for your store? Dive into Google Merchant Centre, explore its new capabilities, and watch your online visibility—and your sales—take off. The longer you wait, the more opportunities you miss. What are you waiting for? Let’s make it happen!