Link Search Ads 360 to Google Merchant Center

About linking Search Ads 360 to Google Merchant Center

With Google Merchant Center and Search Ads 360, your product data can be used to drive impactful shopping campaigns and informative conversion reporting. You also gain the ability to scale and manage your search campaigns with Templates.

When you approve a link between your Search Ads 360 and Google Merchant Center accounts, you allow your product data to flow from Google Merchant Center to Search Ads 360 for use in advertising campaigns.

When you link Google Merchant Center and Search Ads 360, you can use your product data to:

• Create Google Ads Shopping campaigns (requires linking Google Ads and Google Merchant Center)
• Create Microsoft Shopping campaigns (requires adding the Microsoft Merchant Center store ID to the same inventory feed as the Google Merchant Center account)
• Support automated campaign management with Templates
• Report on conversions with Cart Data

Create links

Required permissions

To create and manage links between Search Ads 360 and Google Merchant Center, you need to have Admin access for both products.

Where you can create links

You can link Search Ads 360 to Google Merchant Center at the following levels:

• Link a Search Ads 360 sub-manager account to a Google Merchant Center account
• Link a Search Ads 360 Microsoft Ads client account to a Google Merchant Center account

Unlinking

From Search Ads 360 sub-manager account: If you unlink a Google Merchant Center account from a Search Ads 360 sub-manager account, you prevent the feed from the Google Merchant Center account from being used by Templates and being used for "Conversions with cart data" reporting.

From Microsoft Ads client: If you unlink a Google Merchant Center account from a Microsoft Ads client account, you prevent Microsoft shopping campaigns from syncing and trafficking appropriately. You can also impact the conversions for the Search Ads 360 sub-manager account. All campaigns served through the Google Merchant Center account are stopped and conversion data for the related sub-manager account may be interrupted.

Google Ads Shopping campaigns

When you link a Google Ads client account to Search Ads 360, Search Ads 360 inherits any existing links between the Google Ads client account and Google Merchant Center accounts.

If you link new Google Merchant Center accounts to that Google Ads client account, Search Ads 360 inherits those Google Merchant Center account links as well.

Via any of those inherited links, you can enable and report on Google Ads shopping campaigns.

If you unlink a Google Merchant Center account from that Google Ads account, that Google Merchant Center account link is no longer available to Search Ads 360.

Within a Google Ads client in Search Ads 360, you have read-only access to the link between the Google Ads account and the Google Merchant Center account. You can manage the link between them from either Google Ads or Google Merchant Center.

Conversions with Cart Data

You can report on Conversions with Cart Data for Google Merchant Center accounts that are linked to Search Ads 360 sub-managers. Conversions with Cart Data include purchase details for Search and Shopping campaigns. Learn more about reporting on Cart Data.

Templates

Search Ads 360 Templates leverage feed data to streamline campaign management and creation. By combining the power of dynamic feeds with automated campaign structures, you can build, optimize, and scale search campaigns effectively. With SA360 Templates, you can:

• Generate and segment campaigns, ad groups, RSAs, sitelinks, and keywords using feed data and multipliers (for example, by geography, store location, or product offerings)
• Optimize entities automatically based on feed data (for example, pausing or activating ads)
• Apply bulk changes across multiple campaigns using template rules and formulas

How to link a sub-manager and Google Merchant Center

1. Sign in to your new Search Ads 360.

2. Navigate to a sub-manager account. (the one you want to link to Google Merchant Center).
3. In “Tools & settings”, and under “Setup”, click Linked accounts.
4. In the "Google Merchant Center" card, click Details.
5. Click New Link at the top of the table.
6. The menu will list accounts for which you have Admin access. Select the Google Merchant Center account you want to link.
7. Click Next.
8. Review the link details, then click Submit.

How to unlink a sub-manager and Google Merchant Center

1. Sign in to your new Search Ads 360.

2. Navigate to a sub-manager account. (the one you want to unlink from Google Merchant Center).
3. In “Tools & settings”, and under “Setup”, click Linked accounts.
4. In the “Google Merchant Center” card, click Manage & Link.
5. In the row for the Google Merchant Center account you want to unlink, click Manage.
6. At the bottom of the "Linked account details" page, click Unlink.