How to Integrate Google Merchant Center (Google Products) with WooCommerce

Want to build an eCommerce website to grow your business, but unsure where to start? 

A great option for building an online store is WooCommerce, one of the most popular eCommerce plugins for WordPress with over 6 million live websites. 

Once your new WooCommerce store is up and running, you can drive traffic and sales by integrating it with the Google Merchant Center tool. 

This free tool makes creating and managing your product ads even easier. It also allows your Google Shopping feed to show up on Google websites and apps. 

In this guide, you’ll learn how to integrate Google Merchant Center with WooCommerce store to create ad campaigns and Google product listings. 

What is Google Merchant Center? 

Google Merchant Center is an online management tool that allows owners of retail and eCommerce businesses to upload and display their products across Google websites and apps, like Google Search, Google Shopping, YouTube and Google Maps. 

Even better, Google Merchant Center allows you to do all this for free. If a customer searches for your product on any of Google’s websites or apps, they’ll find it as long as the product entry is in Merchant Center. 

Google Merchant Center is also the only way to create paid advertising campaigns on Google Ads (formerly Google AdWords), the number one online advertising platform. 

Google Merchant Center is different from Google Business Profile. Google Business Profile (formerly Google My Business) is a free service to create online profiles for any business type. Merchant Center showcases the products and services of online and offline retail companies. 

Benefits of integrating Google Merchant Center with WooCommerce 

Integrating Google Merchant Center with WooCommerce store offers many benefits, such as: 

• Increased visibility for your products. Google is the world’s most widely used search engine, ahead of Bing and Yahoo, with over 85% of the global market share. It also serves as a popular starting point for online shoppers, who use the search engine to research or find specific products. Integrating with Merchant Center let’s all these potential customers find your products without knowing about or visiting your online store beforehand. Plus, the product listings are updated in real-time. 
• Helps customers analyze your products. When you integrate Google Merchant Center with your WooCommerce store, the Google Merchant Center feed will include all the product information that a customer needs to know. It also will include product reviews from other customers to help them come to a decision. And when a customer is ready to purchase, they’re sent directly to the product page on your website. 
• Easy ad campaign creation. After you’ve integrated your store with Google Merchant Center, you’re already halfway through creating shopping campaigns on Google Ads. With the right plugin installed, you can launch your ad campaigns from within your website. 
• Simple performance tracking. You can easily track the performance of your free product listings and paid ads in Merchant Center. The metrics you can track include the conversion rate, impressions and click-through rate (CTR). 

Prerequisites for Integration 

1. Setting up WooCommerce properly 

Before integrating your WooCommerce store with Google Merchant Center, ensure that your store is configured correctly. Complete and accurate store information is crucial for a seamless integration and to avoid product approval issues. 

Store details 

• Business address: Verify your business name, address and contact information are consistent across WooCommerce settings and Google My Business (if applicable). 
• Currency settings: Confirm that your store currency is set correctly in WooCommerce > Settings > General to match what you will use in Google Merchant Center. 
• Secure website (HTTPS): Ensure your store is running on HTTPS to meet Google’s security requirements. 

Product information 

• Complete product data: Include a unique title, detailed description, high-quality images, accurate pricing and relevant attributes (e.g., size, color, brand) for each product. 
• Inventory management: Regularly update stock levels to avoid selling out-of-stock items. 
• Product categories: Assign products to relevant Google Product Category to help Google categorize them properly. 

Shipping settings 

• Shipping zones and methods: Define your shipping zones and methods in WooCommerce > Settings > Shipping. 
• Shipping costs: Clearly display shipping costs on product pages and at checkout. 
• Shipping times: Provide estimated delivery times for each shipping method. 

Return policies 

• Clear return policy: Create an easily accessible return policy outlining the terms for returns and refunds. 
• Return process: Describe the steps for initiating a return. 

Contact information 

• Easy-to-find contact details: Display your contact information prominently, either in the footer or on a Contact Us page. 

If you want to streamline your WooCommerce experience, you should consider using Bluehost WooCommerce hosting. Bluehost offers optimized hosting specifically designed for WooCommerce stores, which ensures fast loading times, enhanced security and seamless scalability.  

The built-in WooCommerce features simplify store setup and management, which makes integration with Google Merchant Center even smoother. 

2. Creating a Google Merchant Account 

Google Merchant Center serves as a hub for managing your product data, which allows you to promote your WooCommerce store’s products on platforms like Google Shopping and Google Search.  

Below is a detailed guide on how to create your Google Merchant Center account and properly set up your business details. 

Step 1: Sign in with your Google account 

To begin, navigate to the Google Merchant Center website. Click the “Sign up” button and sign in using an existing Google account. If you do not already have a Google account, you will need to create one before proceeding. 

Step 2: Provide your business information 

After signing in, you will be prompted to provide basic business details: 

• Country of sale: Select the primary country where your products are sold. 
• Language: Choose the language that will be used for your Merchant Center account. 
• Store name: Enter the name of your online store as you want it to appear to customers. 
• Website URL: Provide the full URL of your WooCommerce store (e.g., https://www.yourstore.com). Make sure the URL is correct to prevent any verification issues later. 

Step 3: Accept the terms and conditions 

Carefully review Google Merchant Center’s terms of service. Once you read them and agree, check the box to accept the terms and conditions. 

Step 4: Choose how you want to manage your products 

You will be asked to select how you prefer to manage your product information in Merchant Center. Here are the options: 

• Upload a product feed: Create and upload a product data feed, usually in XML or CSV format. This is the most common choice for WooCommerce users, as it allows you to manage the details of each product manually. 
• Use an e-commerce platform: For stores on platforms like Shopify that integrate directly with Merchant Center, this option allows for automatic product syncing. WooCommerce users can also achieve this through specific plugins. 
• Connect using content API: For more advanced users, connecting via content API allows you to manage and sync product data programmatically. 

Step 5: Verify and claim your website URL 

To verify that you own the provided website, you must follow Google’s verification steps: 

• HTML tag: Add a meta tag to your WooCommerce store’s homepage. 
• HTML file upload: Upload an HTML file to the root directory of your website. 
• Google Analytics: Link your Google Analytics account to your Merchant Center (ensure you are using the same Google account for both). 
• Google Tag Manager: Use a Google Tag Manager container snippet to verify your website. 

Choose the method that is easiest for you and follow Google’s instructions to complete the verification process. 

Step 6: Set up shipping and tax settings 

Properly configuring your shipping and tax settings ensures that your customers receive accurate information about delivery and pricing. Follow these steps: 

• Shipping: Set up shipping zones and rates that match your WooCommerce store settings. Include any shipping options offered, such as free shipping or expedited services. 
• Tax: Specify how you handle sales tax for your products. You can either configure the tax settings manually or use Google’s automatic tax calculation to streamline the process. 

Step 7: Link your Google Ads account (optional but recommended) 

If you plan on running Google Shopping ads, linking your Google Ads account to Merchant Center is highly recommended. This lets you to create shopping campaigns and promote your products directly within Google Shopping and search results, increasing visibility and driving sales. 

Step 8: Review and submit your account 

Once you are done with the necessary setup steps, carefully review all the provided information. Ensure that your business details, website URL and product settings are correct. Once reviewed, submit your account for Google to verify and approve. Google will review your account to make sure it meets their guidelines, which usually takes a few days. 

How to integrate Google Merchant Center with WooCommerce 

1. Install and configure Google for WooCommerce plugin 

Download and install 

1. Go to your WordPress dashboard. 
2. Navigate to Plugins > Add New. 
3. In the search bar, type “Google for WooCommerce”. 
4. Click Install Now and then Activate. 

Connect your Google account 

• After activation, a new Google for WooCommerce section will appear in your WordPress dashboard under Marketing. 
• Click on this section and follow the prompts to connect your Google account. Make sure to use the same Google account that you used to set up Google Merchant Center. 
• The plugin will request certain permissions to access your Google account. Grant these permissions to enable integration between WooCommerce and Google Merchant Center. 

Link to Merchant Center 

• The plugin will automatically detect if you have an existing Google Merchant Center account linked to your Google account. If an account exists, it will prompt you to link it. 

• If there is no existing Merchant Center account, you can create one directly through the plugin by following the setup prompts. 

Configure plugin settings 

• Target country: Choose the country where you intend to sell your products. This helps ensure that your listings comply with regional standards and regulations. 
• Shipping and tax settings: Configure the shipping zones, methods and tax settings to match those already defined in your WooCommerce store. This ensures consistency in product listings and prevents listing issues. 

2. Setting up Google Merchant Center 

Link to Google Ads 

• While optional, it is highly recommended to link your Google Ads account with Google Merchant Center, especially if you intend to run Google Shopping ads. 
• In your Google Merchant Center account, navigate to Tools & settings > Linked accounts. 
• Click Link under Google Ads and follow the prompts to connect your accounts. This connection allows you to promote your products through Google Shopping campaigns, increasing visibility. 

Meet Google’s requirements 

To successfully list your products on Google, ensure your store meets Google’s requirements: 

• Website accessibility: Make sure your website is accessible to Googlebot. Your robots.txt file should allow Google to crawl your site, and no critical pages should be blocked. 
• Complete checkout process: The checkout process must be fully functional and secure. Also, make sure your customers can complete their purchases without errors or redirects. 
• Return policy: Display your store’s return policy clearly on your website. Google prefers transparency for users, and having a visible return policy helps in building customer trust. 
• Contact information: Provide easily accessible and accurate contact information on your website. This is another critical requirement to ensure compliance with Google Merchant Center standards. 

3. Creating and submitting product feeds 

Generate product feed 

• The Google for WooCommerce plugin will automatically implement a product feed generation in XML format, containing all the necessary information about your WooCommerce products. 

• You can find the product feed URL in the plugin settings, usually located within the Google for WooCommerce section of your WordPress dashboard. 

Map product attributes 

• Essential attributes: Mapping essential product attributes correctly is crucial for successful product listings. Make sure each of the following attributes is included: 
• id: A unique identifier for each product. 
• title: The product’s title, which should be accurate and descriptive. 
• description: A detailed and informative description of the product, including key features and benefits. 
• link: The direct product URLs on your WooCommerce store. 
• image_link: The URL of the primary product image. Make sure it meets Google’s image quality guidelines. 
• availability: Indicates whether the product is in stock, out of stock or available for preorder. 
• price: The product’s price, formatted in the local currency. 
• brand: The product’s brand name, which helps with product categorization and search relevance. 
• gtin: The Global Trade Item Number (such as UPC, EAN or ISBN). 
• mpn: The Manufacturer Part Number, especially important if a GTIN is not available. 
• Optional attributes: Adding optional attributes can improve the visibility of your products and provide users with more detailed information. Consider mapping the following attributes: 
• color: The product color, which is useful for apparel and accessories. 
• size: Applicable for products like clothing or furniture. 
• material: Describes the product’s material, helping to provide more context to potential buyers. 
• age_group: Useful for products aimed at specific age demographics, such as children’s clothing or toys. 
• gender: For products that are gender-specific, like apparel. 

Optimize attributes 

• Accurate and detailed information: Ensure that all attributes are filled out accurately. Inaccurate information can lead to product disapprovals or a poor customer experience. 
• Keywords: Use relevant keywords in your product titles and descriptions to increase searchability within Google Shopping. However, avoid keyword stuffing, as it can lead to penalties. 
• Google product category: Choose the most suitable Google Product Category for each of your products. This helps Google match your products with user queries more effectively. 

Submit your feed 

• In your Google Merchant Center account, navigate to Products > Feeds. 
• Click the + button to add a new feed. 
• Select Scheduled fetch as the input method, then provide the Google product feed URL generated by the plugin. 
• Set a fetch schedule (e.g., daily) to ensure that any changes in your WooCommerce store are reflected in Google Merchant Center promptly. 

Best practices for successful WooCommerce Google Merchant Center integration 

Once you’ve integrated your WooCommerce store with Google Merchant Center, you must follow best practices to optimize product listings and maximize their visibility on Google Shopping.  

Below, we cover critical aspects of optimizing product data and adding schema markup to enhance search visibility. 

1. Optimizing product data 

Google relies heavily on your product data to determine relevance and display your products in the most suitable search results. Optimizing product data is key to driving traffic, attracting clicks and converting leads into sales. 

Product titles 

• Accuracy: Use product titles that clearly and accurately describe what you are selling. Avoid using abbreviations or vague descriptions. 
• Brevity: Keep titles concise but informative, ideally between 60-150 characters. Include key details that consumers are likely to search for. 
• Keywords: Include relevant keywords naturally within the product title. Think about what potential customers might search for when looking for your product. 
• Structure: Follow a consistent structure for titles, such as “Brand + Product Name + Key Features”. This makes your listings more recognizable and helps customers quickly find what they are looking for. 
• Example: Instead of using a generic title like “Cool Shoes,” use something more descriptive like “Nike Air Max 90 Running Shoes for Men – Black/White”. 

Product images 

• High-resolution: Use high-quality images that are well-lit and have a plain white background. This helps the product stand out and makes it more appealing to potential buyers. 
• Multiple angles: Provide multiple images that showcase the product from different angles. Including close-up images of any important features or textures is highly recommended. 
• No watermarks or logos: Avoid using watermarked images or including promotional text. This is against Google’s image guidelines and may lead to product disapproval. 
• Zoom functionality: Enable zoom functionality for product images. This allows customers to see the finer details, which can be a deciding factor when making a purchase. 

Product descriptions 

• Detailed and informative: Write clear and detailed descriptions that highlight the key features, benefits and uses of the product. Include essential details such as material, dimensions and compatibility. 
• Keywords: Naturally incorporate relevant keywords throughout the description. This can improve the product’s search ranking. 
• Unique content: Ensure each product description is unique. Avoid copying manufacturer descriptions, as duplicate content may hurt search visibility. 
• Formatting: Use headings and bullet points to break up text and make it easier for customers to read. Highlight key features or benefits using bullet points to improve scannability. 

Pricing 

• Accuracy: Make sure your prices are accurate and updated regularly. Incorrect pricing may lead to product disapproval or customer dissatisfaction. 
• Currency: Clearly display the currency alongside the price. This ensures transparency, particularly if you serve international customers. 
• Sale prices: If products are on sale, display both the original and discounted prices. Google allows you to highlight promotional pricing, which can attract more buyers. 

Google product category 

• Accurate categorization: Choose the most relevant Google Product Category for each product. Proper categorization ensures that Google can accurately understand and display your products in the right search results. 
• Specificity: Be as specific as possible when selecting categories. For example, instead of selecting “Clothing,” choose “Men’s Clothing > Shirts > T-Shirts.” This specificity helps target the right audience. 
• Google’s taxonomy: Refer to Google’s Product Category taxonomy available in Google Merchant Center to identify the most appropriate categories for your products. 

2. Adding schema markup to enhance visibility 

Schema markup is a type of structured data that helps search engines understand your website’s content. Adding Google Merchant schema to your WooCommerce product pages can significantly enhance your product’s visibility on both Google Search and Google Shopping. 

Using plugins to add schema markup 

• Schema plugins: There are several dedicated schema markup plugins available in the WordPress plugin directory. These plugins offer customization options for structured data, allowing you to optimize different product attributes. Examples include Schema & Structured Data for WP & AMP and WP SEO Structured Data Schema. 

Benefits of schema markup 

• Rich snippets: Adding schema markup enables rich snippets to appear in search results, displaying additional information such as price, availability and ratings. These snippets make your product listings stand out and can increase click-through rates. 
• Improved visibility: Schema markup helps Google better understand the details of your product data, which can improve search ranking and the visibility of your listings. 
• Enhanced shopping ads: Schema markup also improves your Google Shopping ads, making them more informative by providing key product details at a glance. This can make your ads more appealing and effective at converting potential customers. 

Final thoughts: How to integrate Google Merchant Center with WooCommerce 

Integrating your WooCommerce store with Google Merchant Center unlocks new opportunities to expand your reach and boost sales. Connecting your store, optimizing product listings and leveraging Google Shopping will help elevate your online business to the next level. 

Key takeaways to remember: accurate product data, the right plugin and an optimized Google Merchant Center profile are essential for success. No matter if you start with free listings or launch paid campaigns, Google Merchant Center helps you connect with eager customers across Google’s extensive network. 

Ready to transform your WooCommerce store into a successful online marketplace? 

Take the next step: Check out Bluehost’s WooCommerce hosting plans, designed to deliver the speed, security and support needed to succeed in the competitive e-commerce world. 

FAQs on Google Merchant Center and WooCommerce integration