How to Set Up Google Merchant Center (with Screenshots): From Initial Setup to Launch

To display your products as ads in Google Shopping or P-MAX (Performance Max) campaigns, registering with Google Merchant Center is essential. That said, we often hear "I don't know where to start with the setup" or "there are so many fields that I get stuck partway." This article explains, step by step and with screenshots, everything from the initial setup of Google Merchant Center to product registration and launching operations by linking with Google Ads. So that even first-timers can proceed without getting lost, we explain according to the current version, Merchant Center Next.

What Is Google Merchant Center?

Google Merchant Center (GMC) is a free management tool for registering your product information and shop information with Google. The product data registered here is used for things like Google Shopping ads and product displays in search results.

It's easiest to think of it as a "hub for sending product data" that gets your EC site's products into Google's various placement slots. By linking with Google Ads, you can deliver the registered products as Shopping ads.

What You Can Do with Google Merchant Center

• Shopping ads: display ads with product images and prices in search results and the Shopping tab.
• Free listings: list products for free in places such as the Google Shopping tab.
• Local inventory ads: link with physical-store inventory information to show stock status to nearby users.
• Use in P-MAX campaigns: use the data as product data for Google Ads Performance Max campaigns.

What to Prepare Before Setup

To set things up smoothly, prepare the following in advance.

• A Google account: required to log in to Merchant Center. It's best to create it with the account you use for ad operations.
• An online shop (EC site): the website where you sell products. Used for URL verification and claiming.
• Business information: shop name, address (location), phone number, and so on.
• Product data: information to register in the feed, such as product name, price, stock, image URL, and product ID.

Initial Setup Steps for Google Merchant Center

The current Google Merchant Center has standardized on "Merchant Center Next," a simplified version with a narrowed-down set of features (the migration from the legacy version has proceeded since 2024). Here we explain the initial setup steps according to Merchant Center Next.

STEP 1: Create an Account and Enter Business Information

Access the official Google Merchant Center site, log in with your Google account, and create a new account. Next, enter your business information, such as your shop name and the address of your business location. Note that the address order may differ from the order commonly used in Japan ("prefecture > city/ward/town > street number"), so pay attention to the entry order.

[Insert image: Account creation / business information entry screen]

STEP 2: Verify Your Phone Number

A verification code is sent to the phone number you registered, by automated voice or SMS. Enter the code you receive to complete identity verification. This phone number is not shown in your ads, so a staff member's mobile number is fine.

[Insert image: Phone number verification screen]

STEP 3: Verify and Claim Your Website URL

To prove that your site is yours, perform "verification" and "claiming" of your website URL. You can choose verification methods such as placing an HTML tag or file on the site, or linking with Google Search Console or Google Analytics. Because you can't list products until this step is complete, be sure to do it.

[Insert image: Website URL verification / claiming screen]

STEP 4: Set Up Shipping (Delivery Fees) and Tax

To list products, you need to set up a shipping method (delivery fees). Set fees to match your own conditions—nationwide flat rate, by region, free shipping, and so on. For the handling of tax as well, set it in line with the displayed product price. If shipping fees or prices don't match what's shown on your site, it can cause products to be disapproved.

[Insert image: Shipping / delivery fee setup screen]

STEP 5: Register Product Data (Data Source)

Next, register the information for the products you'll list as a "data source." In Merchant Center Next, you can mainly add product data using the following methods.

• Automatic feeds: a method in which Google's crawler visits your site and automatically retrieves product data. In Next this is the recommended setting and requires little effort.
• Google Sheets: a method of entering product information into a provided template and registering it. Suited to a small number of products.
• File (feed URL): a method of registering and linking the URL of a feed file generated by your EC cart.
• API connection: a method of automatically linking product data programmatically. Suited to large-scale sites.

It's important to register all required attributes without omission, such as product name (title), product ID, price, stock status, image URL, and product link. Note that advanced features such as supplemental sources and attribute rules can be used by adding "Advanced data source management" from the "Add-ons" in settings.

[Insert image: Data source (product data) registration screen]

STEP 6: Wait for Product Review

Once you register product data, Google reviews it. Review statuses include "Under review," "Processing," "Approved," "Limited," and "Disapproved." Review for Shopping ads takes up to 3–5 business days, while free listings and the like can take several weeks. Once it shows "Approved," the product is ready to be listed.

Link with Google Ads and Start Operating

Once your products are approved, link your Google Ads account with Merchant Center. By linking, you can deliver the registered product data in Shopping ads and P-MAX campaigns. Create a campaign on the Google Ads side and start delivery to begin operations.

[Insert image: Google Ads linking settings screen]

Common Setup Errors and How to Handle Them

In the first setup, products may end up "Disapproved" or "Limited." Typical causes and fixes are as follows.

• Price/stock mismatch: if the content registered in Merchant Center differs from what's shown on your site, it will be disapproved. Make the two match.
• Website not verified: URL verification/claiming is incomplete. Complete STEP 3.
• Missing required attributes: required attributes such as product ID or image URL are missing. Review your feed.
• Policy violation: prohibited products or inappropriate wording are included. Check the Merchant Center policies and fix them.

Tips for Getting Operations on Track

Even after setup, keep the following in mind to keep your listings stable.

• Keep product data up to date: reflect changes in price or stock promptly. Using automatic feeds reduces the effort of updating.
• Check status regularly: frequently check whether disapprovals or warnings have appeared, and address them early.
• Enrich product information: by carefully refining titles, images, and attributes, you can expect improvements in display opportunities and click-through rate.

Summary

Setting up Google Merchant Center proceeds in this flow: (1) create an account and enter business information, (2) verify your phone number, (3) verify and claim your website, (4) set up shipping and tax, (5) register product data, and (6) review. The current Merchant Center Next has well-organized fields, so even first-timers can set it up relatively smoothly.

Once your products are approved, link with Google Ads and start operating with Shopping ads and P-MAX campaigns. Even after registration, keeping product data up to date and regularly checking status lead to stable ad delivery.