---
title: Old World Google Merchant Center Feed Setup
type: article
created: '2026-02-25'
updated: '2026-02-25'
source_docs:
- raw/2026-02-25-weekly-call-inventory-performance-marketing-125284393.md
tags:
- old-world
- google-merchant-center
- shopping-ads
- pmax
- ecommerce
- google-ads
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/knowledge/ecommerce-strategy/pmax-to-search-campaign-transition.md]] once sufficient data is gathered)

## Related

- [[wiki/clients/old-world/_index.md]]
- [[wiki/knowledge/ecommerce-strategy/pmax-to-search-campaign-transition.md]]
- [[wiki/meetings/2026-02-25-weekly-call-inventory-performance-marketing.md]]