Important Disclaimer
The following best practices are designed to improve your chances of getting approved for Google Merchant Center.
However, Google’s approval process is based on its own policies and discretion. Following these guidelines does not guarantee approval, and Google may still reject or suspend accounts for reasons beyond our control.
If you receive a disapproval, you will receive a notification from our Support Team AND via your Diagnostics Hub, which can be found in your Account Dashboard and allows you to review the reasons in more detail.
Ensuring Your Website Meets Google Merchant Center Requirements
To run Google Shopping ads successfully, your website must comply with Google’s policies. Below are key best practices to help improve your chances of approval.
Please note - there are some non-negotiables for Google. Without these - there is a 0% chance that the Merchant Center Account would be approved. Those are
The site is Secure (Https://)
The site is accessible
The site includes a clear Payment & Refund Policy
The site includes a clear Shipping Policy
The site includes a clear Data & Privacy Protection Policy
Most importantly, the site must abide by Google's Prohibited and Restricted Content Policy. A high-level overview of these can be found here.
1. Website Policies & Legal Pages
Google requires websites to have clear and accessible policies. Ensure you include:
Refund & Return Policy – Clearly explain your return process, eligibility, and time frame.
Terms of Service – Outline your terms, including order processing, usage terms, and disclaimers.
Privacy Policy – Describe how customer data is collected, stored, and used.
Contact Information – Provide an email, phone number, or contact form for customer support.
✅ Best Practice: Ensure these policies are easily accessible from the footer of your website.
🚨 Note: Google may still reject your site if they find these policies insufficient or unclear. If you want to run your ads in multiple countries, you need to include how your shipping operates in each country.
2. Secure & Functional Website
Google requires a secure and trustworthy online shopping experience.
HTTPS Security – Your website must have an SSL certificate (
https://).Fast Page Load Speed – Slow websites can impact approval; use tools like Google PageSpeed Insights.
Mobile-Friendly Design – Your website must be responsive and work well on all devices.
No Broken Links – Ensure all product pages, checkout pages, and policy links function correctly.
No Redicts - The website and sub-pages should not redirect to any other site.
✅ Best Practice: Test your website across different devices and browsers to ensure smooth navigation.
🚨 Note: Even if your site is secure, Google may still flag it for other trust-related issues.
3. Clear and Accurate Product Information
Your product pages must be detailed, accurate, and match your Google Shopping feed.
Product Titles & Descriptions – Use clear and descriptive product names. Avoid misleading content.
Pricing & Availability – Display prices and stock status correctly. Google disapproves mismatches.
High-Quality Product Images – Use clear, non-watermarked images that accurately represent the product.
✅ Best Practice: Ensure product details in your feed match your website exactly to avoid discrepancies.
🚨 Note: Google may still reject listings if they detect inconsistencies between your product feed and website.
4. User-Friendly Checkout Process
Your checkout must be secure, transparent, and easy to complete.
Secure Payment Methods – Accept major payment methods and avoid requiring sign-ups for checkout.
Clear Shipping Costs – Show shipping fees and estimated delivery times before checkout.
No Forced Subscriptions – Customers should be able to complete a purchase without additional sign-ups.
✅ Best Practice: Ensure checkout pages load quickly and function smoothly to prevent user drop-offs.
🚨 Note: Google may still reject sites with unclear or complex checkout processes.
5. Business Legitimacy & Transparency
Google checks for business legitimacy to protect shoppers from fraudulent sites.
Real Business Presence – Have a registered business name, physical address (if applicable), and verified contact details.
Domain History – Websites with a new or recently changed domain may face scrutiny.
Customer Reviews & Testimonials – Display customer reviews (if available) to build trust.
✅ Best Practice: List a physical or legal business address to enhance credibility.
🚨 Note: A legitimate business presence does not guarantee approval if other policy violations are detected.
6. Restricted & Prohibited Content
Ensure your website does not promote restricted or prohibited products, including:
Counterfeit goods
Tobacco, drugs, and related paraphernalia
Adult content or sexually explicit products
Dangerous weapons or explosives
✅ Best Practice: Check Google’s Shopping Ads Policies to ensure your products comply.
🚨 Note: Google regularly updates its restricted content policies, so staying compliant is crucial.
7. Consistency Between the Website & Google Merchant Center Feed
Your website and product feed must be aligned to avoid disapproval.
Use the Same Domain – Your Google Merchant Center account should match your website URL.
Consistent Product Details – Ensure product titles, descriptions, and pricing match your Google feed.
Accurate Landing Pages – Product landing pages must link directly to the correct product.
✅ Best Practice: Regularly audit your store & catalog to prevent mismatches that could trigger account suspension.
🚨 Note: Even with perfect alignment, Google may flag products or accounts for other policy reasons.
Troubleshooting Common Google Merchant Center Disapprovals
Here are some common reasons for disapproval and possible fixes:
Issue | Potential Fix |
Missing or unclear policies | Add a clear Refund, Terms, and Privacy Policy in your footer. |
Price mismatch between feed and site | Ensure prices match exactly on both platforms. Please note, Google identifies these via a crawl. Products disapproved due to Price mismatches often automatically resolve themselves in 24 hours. |
Website not secure (HTTP) | Upgrade to HTTPS with an SSL certificate. |
Checkout requires forced account creation | Allow guest checkout as an option. |
Product pages contain placeholder text or broken links | Audit all pages and fix broken links or incomplete descriptions. |
If your website is disapproved, please reach our to our Team and we will help with your initial review, after which we may be able to submit an appeal after making corrections.
Final Checks Before Submitting for Approval
Before submitting your website to Google Merchant Center, review these key areas:
✅ Have all required policies in place and easily accessible
✅ Ensure the website is secure (HTTPS) and fully functional
✅ Verify product details, images, and pricing match your Google feed \
✅ Test the checkout process for smooth transactions
✅ Confirm compliance with Google Shopping Ads Policies
🚨 Important Reminder: Even if you follow all these best practices, Google’s final decision is out of our control. If your account is disapproved, refer to Google’s policies and appeal process for next steps.