How to Fix Google Merchant Center (GMC) Product Disapprovals

10/17/24

If you manage Google Ads for an eCommerce client or work on an eCommerce marketing team, you’ve likely uploaded product data to Google Merchant Center (GMC) and encountered some issues. GMC disapproves products that don’t meet Shopping ads policies or product data standards. Disapproved products won’t appear in Google Shopping ads or free listings, which can significantly impact your eCommerce website’s visibility and sales.

In this guide, we’ll walk through the most common product disapprovals and provide actionable solutions to help you resolve GMC disapprovals. Fixing these issues will keep your Shopping and Performance Max campaigns running smoothly, maximizing visibility and driving quality traffic to your website.

1. Fixing Google Merchant Center Product Identification Issues

Retail products are typically identified by a Global Trade Item Number (GTIN), Manufacturer Part Number (MPN), and Brand. It’s important to ensure these attributes are accurate to avoid disapproval. Here’s how to handle product identification:

GTIN (UPC): Should be 12 digits long in North America and 13 digits in Europe.
MPN: Can be 1-70 alphanumeric characters, provided by the manufacturer.
Brand: Use the correct brand name to help Google categorize and display your product.
No GTIN or UPC? If one doesn’t exist, provide the MPN and brand name as substitutes.

By ensuring these attributes are correct, you’ll reduce the risk of product disapprovals for misidentification.

2. Limited Performance Due to Missing Value

If you haven’t submitted all required product attributes, you may see a “limited performance due to missing value” notice. Missing product data limits how effectively Google can display your products. To avoid this:

Submit complete product information, including descriptions, colors, sizes, and categories.
Use Google’s feed rules to auto-fill missing fields where applicable.

Providing full product data ensures better ad relevance and boosts your traffic quality.

3. Avoid Excessive Capitalization in Product Titles

Excessive or gimmicky capitalization in product titles is flagged as spam by Google. Titles like “BUY NOW” or “BEST PRODUCT EVER” can damage trust and lead to disapprovals. Fix this by:

Writing titles in sentence case (e.g., “Best product ever”).

A clean, readable title will enhance user experience and prevent disapproval.

4. Use Unique and Compliant Images

When submitting product images, you must provide a unique, clear image of the product. Here’s what to keep in mind:

Don’t use generic images, logos, or placeholders like “no image available.”
Follow image guidelines: Products should be on a plain white background, clearly framed.

There are exceptions for products like Hardware, Vehicles & Parts, and Software, where generic images are allowed. Outside of these categories, always use product-specific images.

5. Avoid Promotional Overlays on Images

Google disapproves images with promotional overlays (e.g., “50% OFF” or watermarks). To comply, ensure that product images:

Are free from text overlays, calls to action, or branding beyond the product itself.

6. Ensure Images Meet Size Requirements

Another common disapproval is due to image size. Here’s how to avoid that:

Non-apparel images should be at least 100 x 100 pixels.
Apparel images should be at least 250 x 250 pixels.
Images should not exceed 64 megapixels or 16 MB in file size.

7. Submit Valid Google Product Categories

If you don’t assign a valid Google Product Category, your product performance could be limited. You can:

Submit categories by their numeric ID (e.g., 1580).
Or, write out the full path (e.g., Apparel & Accessories > Clothing > Suits > Tuxedos).

Referencing Google’s product category taxonomy ensures you’re using the most accurate category for your products.

8. Unsupported Shopping Content

Google Shopping ads prohibit certain types of content. As of October 2024, the following are not supported:

Event tickets or transport tickets
Motor vehicles
eBooks (audiobooks are okay)
Currency and open-loop gift cards
Services that don’t result in tangible ownership
Counterfeit goods, dangerous products, or content promoting dishonest behavior

Make sure to review your product listings to ensure they don’t fall into one of these prohibited categories.

9. Remove False or Misleading Health Claims

If your product makes unsubstantiated health claims (e.g., “vitamins as effective as steroids”), it will be disapproved. To avoid this, remove any misleading claims from your:

Product data
Website copy

10. Fix Shipping Calculation Issues

You’re required to set up shipping rules in GMC, such as flat rates or carrier-based pricing (UPS, FedEx, USPS). To avoid shipping-related disapprovals:

Ensure your weight, dimensions, and handling times are accurate.
Match shipping costs at checkout to those listed in your feed.

If your products have complex shipping needs (e.g., freight or zip code-based rates), consider these solutions:

Add individual shipping costs per SKU: Use the highest shipping value as a placeholder if rates vary by location.
Create shipping tables: Set ranges by weight, destination, or number of items to apply global shipping rules.

Shipping disapprovals are common but avoidable by ensuring consistency between your feed and actual checkout costs.

By addressing these common Google Merchant Center disapprovals, you can improve the visibility and performance of your eCommerce products in Shopping ads. Ensuring compliance with Google’s policies not only prevents costly disruptions but also enhances the quality of your product listings, driving better traffic and increasing sales. If you’re still facing challenges or want a more in-depth review of your GMC account, consider seeking professional support or a comprehensive audit from Granular to keep your feed optimized and running at its best.

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