About Merchant Center for Agencies

Merchant Center for Agencies helps agencies to manage multiple Merchant Center accounts for their clients in one place.

On this page

• Benefits of Merchant Center for Agencies
• Eligibility requirements
• How to get started
• How it works

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 to 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 to protect your clients' revenue and builds trust.
• Improved client performance: Identify ways to boost client optimisation and discover ad growth opportunities in Merchant Center. These benefits can lead clients to have 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 centralised view to help you organise and monitor your client accounts. From this page, you can:

• Star important accounts for quick access.
• Customise 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 five 'starred' accounts.
• Accounts with significant changes in key metrics such as clicks and disapprovals.

This helps you to 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.
• Prioritise fixes based on 'click potential', which estimates how many more clicks you could get by resolving an issue.

Client optimisation page

Identify opportunities for improvement with an overall health assessment.

• Create and monitor promotions by filtering for specific merchants and organising schedules by their current status (e.g. 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 the Shop Quality score and analyse areas needing improvement.
• Review key areas including delivery 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.
• Analyse 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 labelling: This feature on 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:

• Organise 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 labelling

1. In your Merchant Center account, select Ads opportunities in the left navigation menu.
2. To access the labelling workflow, select 'View' for the 'Client' row that you would like to edit.
3. A 'Low-traffic products' page will open. Select Label all or select some products and then Label.
4. 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 the labelling workflow is complete, follow these steps to review the new supplemental source and spreadsheet in your client's Merchant Center:

1. In your Merchant Center account, select Settings in the left navigation menu.
2. Select Data sources.
3. 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 by modifying the exported spreadsheet as needed.

Follow the steps below to review and modify the default rule in the primary source of your client's Merchant Center:

1. In your Merchant Center account, select Settings in the left navigation menu.
2. Select Data sources.
3. Under the 'Primary sources' tab, select the previously selected primary source.
4. Select the Attribute rules tab.
5. Scroll to the 'All other attributes' row to view the connection of your supplemental source under 'Default rule'.