Google Merchant Center terminology that you will encounter when advertising in your Google Ads
Advertising in Google Shopping will require a Google Ads account and a Google Merchant Center. Both need to be linked together in order to run Google Shopping Ads. This document deals with Google Merchant Center terminology.
You may also want to learn Google Ads Terminology.
- Google Merchant Center
- Google Shopping Feed
- Google Shopping Ads
- Google Free Product Listings
- Google Dynamic Remarketing
- Google Merchant Center disapprovals
Google Merchant Center
Google Merchant Center is where your product data is stored in Google. There is an approval process to ensure that your products comply with Google's policies. If your products are approved, they will be eligible to be used in Google's advertising programs, including Shopping Ads, Free Product Listings and Dynamic Remarketing.
Google Shopping Feed
A Google Shopping feed is file containing a list of products and their attributes. The feed keeps Google Merchant Center up to date with what products are for sale on your website.
Google Shopping Ads
Google Shopping ads appear as image ads in Google. They require a Google Shopping feed and products need to be approved for Shopping ads in Google Merchant Center. The ad formats utilise data available in the Shopping feed. This includes the product title, product image, and product price. Shopping ads appear in Google in response to a search term. The title of the product should contain commonly used search terms.
Google Free Product Listings
Google Free Product Listings appear in the Google Shopping tab. They require a Google Shopping feed, and products need to be approved to appear in Free Listings by Google. Free product listings use all of the same data as Shopping ads as well as other attributes, such as description, colour and size. Free product listings mainly appear when someone is browsing in Google Shopping.
Google Dynamic Remarketing
Dynamic Remarketing ads appear across the entire Google network. They retarget customers that have viewed products on your website as they browse the web on other websites. They require a Google Shopping feed and products need to be approved for Dynamic Remarketing ads in Google Merchant Center. The ad formats utilise data available in the Shopping feed. This includes the product title, product image, and product price.
Google Merchant Center disapprovals
Google Merchant Center sometimes disapproves some products from showing. This can be due to either a technical error or a policy violation.