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How to fix basic errors in the Google Merchant Center


In this video, we will talk about the common
errors in the Google Merchant Center and we bring you some solutions and tips on how to
fix them. What actually is a product feed? In their most basic form, product data feeds
are CSV, TXT or XML files containing some product information. Product feeds supply the content that is presented
on many kinds of e-commerce websites such as search engines, price comparison websites,
affiliate networks, and other similar aggregators of e-commerce information. More about feeds Product data feeds are often delivered between
manufacturers and retailers and are also used within a variety of online marketing channels. These channels help shoppers locate the product
they wish to purchase and drive the traffic to the retailers’ website. These marketing channels include:
Price comparison websites – Feeds are the product descriptive content needed to run
sites that compare pricing, attributes, and availability. Paid search affiliates – PPC campaigns use
API’s that receive a range of attributes within product feeds to determine campaign keywords
and bidding. Affiliate networks – affiliate networks
funnel products though their platforms from merchants to affiliates. Marketplaces – receive product feeds from
their merchants, for example eBay, Amazon and many more
Social Networks – can accept product feeds from merchants to list products on Facebook,
Instagram and many more And of course in BlueWinston.com – automated
product ads tool for Google Search and Shopping ads. Common errors in the Google Merchant Center It can happen to anyone. One day you just log in to your Merchant Center
account and you see a lot of red alerts everywhere. But why? We will look into that. The first thing you need to do is to learn
the difference between Errors, Warnings, and Notifications in the Google Merchant Center. Errors – These means only one thing. Something is bad. They usually indicate account suspension or
item disapproval. Products won’t appear in Google Shopping searches
due to some mistakes. Warnings – These are not that big problems
like account suspension or item disapproval. However, it could do in the future. Warnings can hurt the performance of your
product listing ads. Notifications – They are the suggestion to
optimize your product information. They won’t affect your products from showing,
but Google lets you know that product data can be improved. We will sum up 7 basic errors that can occur
in your Merchant Center account. 1. Rejection due to Google policies
Google has a restricted product policy. This can easily make you trouble with your
ads. For example, Google automatically rejects
the promotion of products that are dangerous, restricted by the country’s government, trademarked
and more Google may consider any products as dangerous,
such as ammunition, switchblades or firecrackers. How to fix this? Try to avoid adding products to the Google
Merchant Center that violates Google policies. Also keep in mind, where you are advertising
these products. Every product you advertise must be legal. Do not fail to provide proper product description
and product images, which again, leads to a policy violation. 2. Incorrect price and availability This is a common mistake that people do. The prices that you submit to your feed must
match with the same price on your website or landing page. Google is searching everywhere so they can
be sure it matches. If any variance found, those products will
not be approved. This error can occur when your feed is not
fresh or well updated. How to fix this? The fix is simple. You need to keep your prices updated. You can make a separate sheet for discounted
products and make a fetch from the original Google sheet. When there is a sale or promotion, you should
change the sale price and not the actual price of the product. 3. Wrong category names or no categories at all
Google Merchant Center offers a finite number of product categories available for your products. If you are submitting feed without category
or wrong category name, there will be an error. You need to have product categories set right
to avoid any errors. Your product categories must always match
the categories provided by the Google Merchant Center. How to fix this? To fix this problem is to use Google’s taxonomy
while filling the “google_product_category” field. Keep in mind that you will still be able to
use your categories in “product_type”. 4. Invalid shipping or tax
Within Google Merchant Center, many people forget to set up their tax and shipping information. Imagine ordering something without address,
of course it can’t work. How to fix this? To set up tax, you need to go to tax information
in your Merchant Center account, then go to shopping rule and set up shipping from your
settings. If you need help with this, then you can check
Google Help Center guide. 5. What is GTIN and its errors (invalid or missing
values) The Global Trade Item Number (GTIN) is an
identifier for trade items. Such identifiers are used to look up product
information in a database (often by entering the number through a barcode
scanner pointed at an actual product) which may belong to a retailer. At this time, Google requires GTIN for all
new products, which have had the GTIN assigned by the manufacturer. Google use is to understand and classify products. Your ads are showing for more relevant searches
and that cause more conversion rate. Your errors may come from the invalid GTIN
issue or missing GTIN issue. How to fix this
Make sure to provide an accurate GTIN for all products that require them. If you don’t know if your products need a
GTIN or not, check Google’s article about it. 6. Invalid images, product titles and descriptions
As you can notice, Google takes data very seriously. Product title, description and images are
very important to have. These attributes are used to match products
with users search results. Google algorithm is mainly focused on product
title and product description to show particulate products on the search results. How to fix this
The first step is to check the official Google Merchant Center guidelines. Make sure that your titles and descriptions
comply with them appropriately. The most common mistakes are ->Too long product
title, too long/short description, invalid image URL, special characters in your image,
name or any other text, repetition of words in your product description and many more. Check all of these mistakes if there’s nothing
wrong in your feed. 7. Targeting more countres with one domain
Remember, if you will use the same data for more countries, there will be errors for sure. Each product feed is required to be localized,
so it makes it unique. For example, prices in the local currency,
titles and descriptions in the local language. How to fix this
The fix for this is simple. Just don’t use the same product feed for multiple
countries without editing it. Also, you should never target these countries
with a single website. Make more of them for every country you want
to advertise in. Why there are so many people turning to BlueWinston? In BlueWinston, thanks to your feed you can
cover up to five types of Google advertising campaigns to get the best results and maximize
your sales. Product Search & Shopping campaigns you can
create via BlueWinston: Product text ads for specific products (e.g.,
“iPhone 11 Pro Max 256GB Silver”) Product-group text ads (e.g., “iPhone 11
Pro Max”) Dynamic Search Ads for Products (useful as
a complement to advertising those products that have low Google search volume)
Human-search based ads Smart Shopping Ads (presents the highest level
of automation) Thank you for watching this video, if you
liked it don’t forget to subscribe or watch the next video.

Norman Bunn

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