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About linking Merchant Center and AdWords

With both Merchant Center and AdWords accounts, you can take advantage of retail-centric AdWords campaign tools and the data-centric power of Merchant Center to improve your presence on the web. Product data in Merchant Center can also be used to set up campaigns for dynamic remarketing, local inventory ads and more.

What is Merchant Center?

Merchant Center is a platform that allows you to upload your shop and product data to Google and make it available for use with your AdWords account and other Google Services. Learn more about Google Merchant Center.

Sign up for Google Merchant Center

What is AdWords?

AdWords is an online advertising programme that allows you to reach new audiences with targeting, bidding, keywords and more. Learn more about Google AdWords.

Why link AdWords to Merchant Center

When you approve a link between your AdWords and Merchant Center accounts, you'll allow your product data to flow from Merchant Center to AdWords for use in advertising campaigns. Depending on the type of product data that you submit, you can create Shopping campaigns to advertise your products, use dynamic remarketing to drive your Display campaigns and more.

What happens when you link Merchant Center and AdWords

  • Only a Merchant Center account user can request to link the accounts. New account link requests will appear in your AdWords account on your 'Linked accounts' page, which is located in the Settings drop-down menu.
  • Once the AdWords account owner has approved the request, some information will be shared between accounts. The Merchant Center's product information becomes available in AdWords for campaign creation. Certain AdWords statistics such as clicks will be shown in the linked Merchant Center account.
  • AdWords account owners and either admin or standard Merchant Center users can remove the link at any time. Neither party can make changes in the other linked account. For instance, the Merchant Centre account owner cannot pause or start campaigns, or make changes to bids in the linked AdWords account.
  • If you remove the account link, Shopping campaigns that rely on product data from this Merchant Center account will stop serving ads. You also won't be able to create new campaigns in AdWords based on product data from this Merchant Center account.

Before you begin

You'll need:

  • Access to a Merchant Center account
  • You’ll need to have admin access to your AdWords account to link AdWords and Merchant Center accounts. If you don't have admin access, you can ask the administrator of your AdWords account to grant you access, or to link the accounts for you.

Instructions 

Select the AdWords experience that you're using. Learn more

Below you can learn how to: 

  • Request to link to AdWords from Merchant Center
  • Approve link requests from Merchant Center in AdWords
  • Manage links between accounts
  • Track link statuses

Request link to AdWords in Merchant Center

Links are always initiated from Merchant Center. You can link multiple AdWords accounts to a single Merchant Center account, or a single AdWords account to multiple Merchant Center accounts.

To link to your own AdWords account: 

  1. In your Merchant Center account, go to the 3-dot icon drop-down and then click Account linking.
  2. Select AdWords. 
  3. Under 'Your AdWords Account', find the AdWords customer ID of the account that you want to link. You can find the customer ID at the top of any AdWords page when you're signed in, near your email address.
  4. Click Link.
Note: If you don’t have an AdWords account, you can click Create account on this page.

To link to other AdWords accounts: 

  1. In your Merchant Center account, go to the 3-dot icon drop-down and then click Account linking.
  2. Select AdWords
  3. Under 'Other AdWords accounts', enter the AdWords customer ID of the account that you want to link. You can find the customer ID at the top of any AdWords page when you're signed in, near your email address.
  4. Click Add.  

Approve link requests in AdWords

When a Merchant Center account sends you a request to link, the invitations will appear in the table on the 'Linked accounts' page for Merchant Center in AdWords.

  1. Sign in to your AdWords account.
  2. Click the tool icon in the upper right corner of your account.
  3. Under 'Setup', click Linked accounts.
  4. Under 'Google Merchant Center', click Details.
  5. Find the account that you want to link. The 'Status' column will say 'Pending'. Click View details in the “Actions” column and review the request details.
  6. To approve the link, click Approve. To reject this link, click Reject. If you want to link these accounts later, a new link request will need to be sent from Merchant Center.

Manage links between accounts

Once you've linked Merchant Center and AdWords accounts, you can cancel or resend link requests from Merchant Center, or unlink any account at any time from either Merchant Center or AdWords. 

In Merchant Center

To cancel a link request:

  1. Sign in to your Merchant Center account.
  2. Click the 3-dot icon menu.
  3. Choose Linked accounts.
  4. In the AdWords tab, you’ll see the request listed with the customer ID of the AdWords account.
  5. On the right, click Cancel request.
  6. When prompted, click Continue.

To unlink accounts:

  1. Click the 3-dot icon menu.
  2. Choose Account linking.
  3. Go to Your AdWords account or Other AdWords accounts.
  4. Click Unlink.

In AdWords

To unlink accounts:

  1. Sign in to your AdWords account.
  2. Click the tool icon in the upper right corner of your account.
  3. Under 'Setup', click Linked accounts.
  4. Under 'Google Merchant Center', click Details.
  5. Find the account that you want to unlink and click Unlink.

Track link statuses in AdWords

Below are the statuses that you might see in the linked accounts table for Merchant Center in your AdWords account.

  • Needs your approval: The account owner from this Merchant Center account has requested to link to your AdWords account. You can approve or reject their requests.
  • Linked: Your AdWords account has been linked to this Merchant Center account, and the remarketing lists for the apps in the account have been activated.
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