Advanced Merchant Center Features
So you got all the way through it, but what if you need to do something special with your feed, like upload multiple feeds or create promotions? To be honest, these kinds of situations are exactly why Google created the Merchant Center instead of simply having you upload your product feed directly to Google Google Ads.
Multiple Product Feeds
If you have more than one feed you need to combine to get all the data you need, Merchant Center now has the capability to handle it on the platform itself. You can add attributes to your existing feed by uploading a secondary feed.
After connecting your primary and secondary feeds, you will need to adjust your feed rules. Click your primary feed and head to the Rules tab
Here you can specify which attributes should be drawn from each feed. One common example I used is to set all attributes to the default Primary Feed, but if the attribute does not exist in the primary feed, use the attribute in the secondary feed.
One of the (newest) features of the Merchant Center is the Promotions section. In this section, you can set up promotions that will appear on your Google Shopping Ads. This can be a huge benefit for price-sensitive shoppers who are looking for a deal.
The easiest way to set up promotion is a site-wide promotion that can be used for any feed product. In this case, you will simply go to the promotions tab and select “list” from the drop-down menu. Click on the blue “+” and start filling out the required fields. These fields include:
- Promotion Id (This can be whatever you want)
- Title (This will be the promotional text that appears in your Google Shopping ads
- Redemption Code (optional but recommended)
- Select All Products
- Select the date range that the promotion will be active on the site