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A Basic Guide to Integrate WooCommerce Store with Google Merchant Center. Google Shopping ads are growing in popularity among eCommerce store owners thanks to its broader reach and the better scope it offers for conversions. One of the prerequisites for shopping ads is to maintain an accurate feed of your products on Google Merchant. A product feed on Merchant Center is simply a list of products organized using the categories and attributes suggested by Google. Google recommends the product feed to be in TSV or XML format. You can use the feed to share product information with different Google services.