Old World Google Merchant Center Feed Setup
Overview
Old World operates on a separate domain from Dudla Farms and currently has no Google Shopping infrastructure or paid advertising in place. As of the 2026-02-25 weekly call, the team agreed to build out a Google Merchant Center product feed for the Old World domain as a prerequisite to launching any Shopping or Performance Max campaigns.
This is a greenfield setup — the feed does not yet exist and must be created from scratch before any ad campaigns can go live.
Context & Rationale
The topic surfaced during a review of Google Ads strategy for Dudla Farms. Karly noted that Old World had been discussed as an ad candidate a few months prior but was never actioned because the Merchant Center feed was missing. Without a feed, Shopping and PMAX campaigns cannot run.
Old World's Amazon performance is already strong — it was cited as a top performer in the Amazon ads review (alongside popcorn and black beans). A Google Shopping presence would extend that reach to direct website traffic.
The initial plan is conservative: launch a low-budget PMAX campaign once the feed is ready, mirroring the approach used to gather early data for Dudla Farms before shifting to Search campaigns.
Setup Requirements
- Old World is on a separate domain from Dudla Farms — the Merchant Center account must be configured specifically for that domain
- A full product feed must be built and submitted to Google Merchant Center
- Feed must be verified and approved before campaign launch
- Once live, Gilbert will initiate a low-budget PMAX campaign as the first campaign type
Action Items
| Owner | Task | Status |
|---|---|---|
| Mark Hope | Create Google Merchant Center feed for the Old World domain | ⬜ Open |
| Gilbert | Launch low-budget PMAX campaign for Old World once feed is ready | ⬜ Blocked — awaiting feed |
Key Decisions
- Decided (2026-02-25): Proceed with building the Old World Merchant Center feed and follow with a PMAX campaign
- Decided (2026-02-25): Start with a low budget for the initial PMAX — consistent with the data-gathering phase used for Dudla Farms
- Not yet decided: Budget amount, product selection priority, and timeline for transitioning from PMAX to Search (will follow the same pattern as [1] once sufficient data is gathered)
Related
- [2]
- [1]
- [3]