Link your Merchant Center and Google Ads accounts

With both Merchant Center and Google Ads accounts, you can take advantage of retail-centric Google Ads 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.

Note: In countries where the CSS program is available, you participate in Shopping ads and unpaid listings through one or several Comparison Shopping Services of your choice. Some CSSs manage your product data and your campaigns on your behalf, while others provide tools allowing you to manage your setup yourself. Learn more about advertising with Comparison Shopping Services 

What happens when you link Merchant Center and Google Ads

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

  • Only a Merchant Center account user can request to link the accounts. New account link requests will appear in your Google Ads account on your "Linked accounts" page, which is located in the "Setup" section on the "Tools ands settings" drop-down menu. You can link up to 100 Google Ads accounts with Merchant Center accounts.

  • Once the Google Ads account owner approves the request, some information is shared between accounts. The Merchant Center's product information is available in Google Ads for campaign creation. Certain Google Ads statistics like clicks are shown in the linked Merchant Center account.

  • Google Ads 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 Center account owner cannot pause or start campaigns, or make changes to bids in the linked Google Ads 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 Google Ads based on product data from this Merchant Center account.

Instructions

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

Step 1: Request link to Google Ads in Merchant Center

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

To link to your own Google Ads account: 

  1. In your Merchant Center account, click the tools icon  and then click Linked accounts under "Settings".
  2. Select Google Ads
  3. Under “Your Google Ads account,” find the Google Ads customer ID of the account you want to link. You can find the customer ID at the top of any Google Ads page when you're signed in, near your email address.
  4. Click Link under "Actions".

To link to other Google Ads accounts: 

  1. In your Merchant Center account, click the tools icon  and then click Linked accounts under "Settings".
  2. Select Google Ads
  3. Under “Other Google Ads accounts,” click Link account and enter the Google Ads customer ID of the account you want to link. You can find the customer ID at the top of any Google Ads page when you're signed in, near your email address.
  4. Click Send link request.  

Step 2: Approve link request in Google Ads

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 Google Ads.

  1. Sign into your Google Ads account.
  2. Click the tools 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 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 Google Ads accounts, you can cancel or resend link requests from Merchant Center, or unlink any account at any time from either Merchant Center or Google Ads. 

Cancel a link request

In Merchant Center: 

  1. Sign in to your Merchant Center account.
  2. In your Merchant Center account, click the tools icon  and then click Linked accounts under "Settings".
  3. In the Google Ads tab, you’ll see the request listed with the customer ID of the Google Ads account.
  4. On the right, click Cancel request.
  5. When prompted, click Continue.

Unlink accounts

In Merchant Center: 
  1. In your Merchant Center account, click the tools icon  and then click Linked accounts under "Settings".
  2. Go to "Your Google Ads account" or "Other Google Ads accounts."
  3. Go to the account you'd like to unlink and click Unlink.

In Google Ads: 

  1. Sign into your Google Ads account.
  2. Click the tools 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 you want to unlink and click Unlink.

Track link statuses

In your Google Ads account, you may see these statuses for linked accounts:

  • Needs your approval: The account owner from this Merchant Center account has requested to link to your Google Ads account. You can approve or reject their requests.
  • Linked: Your Google Ads 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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