Merchant Center for Agencies helps agencies manage multiple Merchant Center accounts for their clients in one place.
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Benefits of Merchant Center for Agencies
By using Merchant Center for Agencies, your team can operate more effectively and drive better results for your agency users. Key benefits include:
- Operational efficiency: Streamline your time with a single-view interface that helps you manage all accounts.
- Enhanced leadership oversight: Monitor all Merchant Center accounts from a central dashboard. This allows your team to quickly identify issues, delegate tasks, and improve collaboration.
- Proactive issue resolution: Detect problems early so account issues don't turn into suspensions. This proactive approach helps protect your clients' revenue and builds trust.
- Improved client performance: Identify ways to boost client optimization and discover ad growth opportunities in Merchant Center. These benefits can lead clients to have a better overall performance.
Eligibility requirements
Merchant Center for Agencies is available exclusively for agencies.
Who can use it: The platform can be used by agencies that manage Google Merchant Center accounts for other businesses.
How to get started
- New users: To request an agency account, contact us.
- Existing users: If you already have an agency account, go to merchants.google.com. Your agency account will be the default view.
- All users: To request product support, contact us.
How it works
Efficient account management
Your agency account serves as a central hub for managing all your client accounts and user permissions from one place.
The all client accounts page provides a centralized view to help you organize and monitor your client accounts. From this page, you can:
- Star important accounts for quick access.
- Customize which accounts are visible in your list.
- Check which users have access to each account.
Agency overview page
Get a high-level view of your entire client portfolio at a glance.
- Summary statistics on account statuses, issues, and diagnostics.
- A quick view of your top 5 "starred" accounts.
- Accounts with significant changes in key metrics such as clicks and disapprovals.
This helps you quickly identify opportunities, and resolve potential issues.
Diagnostics page
Discover specific problems across all your client accounts with detailed data.
- Filter data and issues by client, country, or marketing method.
- Prioritize fixes based on "click potential," which estimates how many more clicks you could get by resolving an issue.
Client optimization page
Identify opportunities for improvement with an overall health assessment.
- Create and monitor promotions by filtering for specific merchants and organizing schedules by their current status (for example, approved, under review, or not approved).
- Address inventory gaps by monitoring out-of-stock products across your merchant portfolio and using the "Share report" feature to notify clients of restocking needs.
- Monitor store quality score and analyze areas needing improvement.
- Review key areas including shipping and return settings.
Ads opportunities page
Find products with high potential for growth.
- Identify "Low Traffic Products" (products not receiving ad clicks) to expand campaign reach.
- Analyze aggregated statistics across all client merchants from one dashboard.
- Filter the identified low traffic products using criteria such as "Low price" or "Trending brand".
Campaign integration via labeling: This feature in the Ads opportunities page allows you to take action within your Google Ads campaign on low traffic products. You can export the data directly into a supplemental source, which allows you to:
- Organize your products in Merchant Center by applying custom label values.
- Filter your products by their custom label values in Google Ads when setting up campaigns.
Starter guide for labeling
- In your Merchant Center account, select Ads opportunities in the left navigation menu.
- To access the labeling workflow, select “View" for the “Client” row you would like to edit.
- A “Low traffic products" page will open. Select Label all or select some products and then Label.
- Choose Create a new supplemental source. A spreadsheet-based supplemental source will be automatically created and linked to your selected primary source.
- Note: For returning users, you can select a previously created supplemental source.
This process applies the necessary custom labels to the targeted offers, which then appear in Merchant Center and Google Ads. You can filter for these targeted offers in Google Ads when setting up or modifying Shopping campaigns.
After the campaign integration via labeling workflow is complete, follow these steps to review the new supplemental source and spreadsheet in your client’s Merchant Center:
- In your Merchant Center account, select Settings
in the left navigation menu.
- Select Data sources.
- From here, you’re able to select the Supplemental sources tab to review the supplemental source and spreadsheet.
- Note: Here, additional changes can also be made to the products and custom labels exported by modifying the exported spreadsheet as needed.
Follow the steps below to review and modify the Default rule in the primary source in your client’s Merchant Center:
- In your Merchant Center account, select Settings
- Select Data sources.
- Under the “Primary sources” tab, select the previously selected primary source.
- Select the Attribute rules tab.
- Scroll to the “All other attributes” row to view the connection of your supplemental source under “Default rule.”