Anthony McGrath

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How to set up Google Merchant Center and your product feed

Live guide · Checked 26 October 2026 · Updated 26 October 2026 · Checked every week against Google Merchant Center's own help pages

Set up Google Merchant Center, verify your site, add your product feed and get free and paid Shopping listings approved.

Time
1 to 2 hours
You will need
  • A Google account
  • Your website with prices, shipping and returns information visible
  • Your product data (or a Shopify or WooCommerce store)
  • Access to your site or Search Console for verification
Stuck?
Troubleshooting or ask me a question

Step by step

  1. Create your account

    Go to https://merchants.google.com and sign in. Add your business name, country and website.

  2. Verify and claim your website

    In Settings > Business info > Website, verify ownership. If your site is in Google Search Console with the same login, it verifies in one click. Otherwise use a meta tag or Google Analytics.

  3. Add shipping

    In Settings > Shipping and returns, add your delivery costs and times. They must match your website exactly.

  4. Add your returns policy

    In the same area, add your returns policy: how long, who pays and the link to the policy page.

  5. Choose how to add products

    Go to Products > Add products. The easiest options: connect Shopify (Google & YouTube app) or WooCommerce, or add products from a Google Sheet, a scheduled file (XML or CSV) or Google can find them from your website.

  6. Include the required details

    Each product needs an id, title, description, link, image link, price, availability, brand and GTIN (barcode) where one exists, plus condition. Missing barcodes are a common reason for limited visibility.

  7. Write titles that sell

    Put the most important words first: Brand + Product type + Key attribute (size, colour, material). Titles are what people match to their search.

  8. Fix any issues

    Open Products > Needs attention. Fix disapprovals such as price mismatches, missing images or policy problems, then wait for review (up to 3 working days).

  9. Turn on free listings

    Make sure free listings (and the Shopping tab) are turned on under Growth > Manage programs, so products show on Google for free.

  10. Link Google Ads

    In Settings > Apps and services (Linked accounts), link your Google Ads account. Then create a Performance Max or Shopping campaign to advertise your products.

Tips from 22 years of doing this

  • Use product images on a plain background with no text or watermarks.
  • Keep prices and stock in sync: schedule the feed to update at least daily.
  • Add a Google customer reviews or product ratings source when you can.

Troubleshooting: questions and answers

My products are disapproved for "Price mismatch".

The price in your feed must match the price on the product page exactly, including sale prices and VAT. Update the feed more often, and make sure the page shows the price without needing to choose a variant.

I cannot verify my website.

The easiest way is to use the same Google account that owns the site in Search Console. Otherwise add the HTML meta tag Merchant Center gives you to your homepage and click verify again.

My account is suspended for "Misrepresentation".

Google wants to see who you are. Add a full contact page with address and phone, clear returns and shipping policies, secure checkout and an About page, then request a review.

Products say "Limited performance due to missing identifiers".

Add the GTIN (barcode) for branded products. If your products are handmade or your own brand without barcodes, set identifier_exists to no.

Official help pages

Want this done for you?

I have set these up for over 500 businesses in 22 years. If you would rather spend your time on the business, I can set it up properly, check your tracking and get it working for you.

Get a free consultation

Still stuck, or have a question?

Tell me where you got to and what you see. I read every message and reply by email, usually the same working day.