Link Merchant Center and Google Ads

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.

In countries that are part of the European Economic Area (EEA) and in Switzerland, you participate in Shopping ads 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 in Europe

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 Google Ads account and other Google Services. Learn more about Google Merchant Center.

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What is Google Ads?

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

Why link Google Ads to Merchant Center

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 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 Google Ads

  • 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 Settings drop-down menu.

  • Once the Google Ads account owner has approved the request, some information will be shared between accounts. The Merchant Center's product information becomes available in Google Ads for campaign creation. Certain Google Ads statistics such as clicks will be 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.

Before you start

You'll need:

  • Access to a Merchant Center account
  • 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.

Instructions 

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose “previous” below. Learn more

Below you can learn how to: 

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

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, go to the 3-dot icon drop-down and then click Account linking.
  2. Select Google Ads. 
  3. Under 'Your Google Ads Account', find the Google Ads customer ID of the account that 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.
Note: If you don’t have a Google Ads account, you can click Create account on this page.

To link to other Google Ads accounts: 

  1. In your Merchant Center account, go to the 3-dot icon drop-down and then click Account linking.
  2. Select Google Ads
  3. Under 'Other Google Ads accounts', enter the Google Ads customer ID of the account that 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 Add.  

Approve link requests 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 in to your Google Ads 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 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. 

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 Google Ads tab, you’ll see the request listed with the customer ID of the Google Ads 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 Google Ads account or Other Google Ads accounts.
  4. Click Unlink.

In Google Ads

To unlink accounts:

  1. Sign in to your Google Ads 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 Google Ads

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

  • 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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