The Google Merchant Center collects information about the products you offer in your e-shop. You can then use this data to create advertising, especially remarketing campaigns. Therefore, you need to link it with Google Ads.
As with linking Google Ads account to Google Analytics, you will benefit from many other types of ads when you link to the Google Merchant Center. We have written a few reasons for you to link these two accounts together and at the same time little guide on how to do so to take advantage of their capabilities.
To link your accounts, you need to use a single Google (Gmail) account for both your services accounts, and you must have admin access. You have one if you have created the accounts (you are the owner) or have been assigned admin rights.
Why link Google Ads and Google Merchant Center accounts?
Once you have linked your accounts, you will be able to access the Google Ads product data that you have in Google Merchant Center. You can then use these products in your ad campaigns, for example, in Shopping ads or in the Display Network remarketing campaigns.
Conversely, the Google Merchant Center will show advertising statistics about the products you are advertising, such as impressions or clicks. You can use this to optimize your ads or edit your inventory.
How do you link accounts?
You can only request an account link request if you use the Google Merchant Centre. You need to log in to Google Merchant Center. In your account, click the three-point icon in the top right corner to see “Link Accounts“. In Google Ads, find the account information (ID number) you want to link. Confirm to link Google Merchant Center to your Google Ads account.
Consequently, you need to approve this setting as a request in your Google Ads account. In the “Tools” section of the top right corner, click “Linked Accounts” to see the Google Merchant Center option. Check whether your request has been approved automatically or do it manually by clicking. In the same locations, you can unlink these accounts if necessary. Once the link is removed, running ads will stop using product data from the Google Merchant Center.
If you prefer to see this guide in video version, check out our YouTube video.
In the next article, you can learn what Google Analytics e-commerce tracking is and how to use it.