Introduction
To simplify resolution processes, we’ve compiled an essential guide on common Google Merchant Center mishaps, including their causes and solutions.
Understanding the three classifications of alerts by the Google Merchant Center is crucial:
ERRORS: Marked by a red symbol, indicating either account suspension or product disapproval. Addressing these is crucial for product visibility on Google Shopping.
WARNINGS: Identified by a yellow symbol, these occur due to non-compliance with Google’s product data standards. While products can still appear on Google Shopping, unresolved warnings can negatively impact feed quality and Shopping Ads performance.
NOTIFICATIONS: Represented by a bell symbol, suggesting improvements to your product data that won’t hinder product listings but is recommended for enhanced data quality.
Let’s explore the common issues encountered:
Account and Product-Level Issues:
Account Level: Results in a complete account suspension, making all products ineligible for Google Ads.
Product Level: Causes certain products to be disapproved while others remain eligible for Google Ads.
Common Account Level Issues:
Google Merchant Center Account Suspension:
Avoiding suspension requires adherence to Google’s standards. Common suspension reasons include misrepresentation, website issues, incomplete checkout, insufficient contact information, non-functional landing pages, inaccurate tax, and shipping details.
Common Product Level Issues:
Missing Attributes [size, color, gender, age_group]: Essential attributes for products like apparel to be listed. Missing any could result in poor product quality scores.
Solution: Assign all necessary attributes and ensure correct category classification for your products.
Performance Hit due to Missing Identifiers [GTIN, MPN, Brand]: Lack of these identifiers results in a warning, affecting product performance on Google Shopping.
Solution: Provide any two of the three required identifiers for product validation.
Missing Shipping/Tax Values: Forgetting to set these values leads to product disapproval.
Solution: Ensure your Merchant Center has accurate shipping and tax settings configured.
Mismatched Value (Price/Availability): Differences between your site and the Merchant Center data can result in disapprovals.
Solution: Ensure price and availability are always synced; using structured data markup can automate updates.
Promotional Overlay on Images: Clear images are crucial, and any promotional content can lead to disapproval.
Solution: Use Google’s image improvement tool or upload compliant images directly.
Inappropriate Product Title or Description Length: Titles over 150 characters or descriptions over 5000 characters, or too brief descriptions, can cause issues.
Solution: Convey essential information within Google’s character limits.
Incorrect Google Product Category: Mislabeling your product category leads to errors.
Solution: Match the product category with Google’s taxonomy for accurate classification.
Pro-Tip:
Understanding the distinctions between errors and warnings allows for proactive campaign adjustments. Utilize approved products to keep generating impressions and conversions even as you address issues.
Conclusion:
Navigating the Google Merchant Center’s guidelines is pivotal for successful advertising. While resolving errors can be tedious, utilizing documentation, product feed management tools, or contacting Google directly can expedite the process. The sooner errors are resolved, the quicker your products can attract traffic and conversions.