Great question with multiple answers based on conditions. So let’s explain how long the wait time is.
When you have never created a feed before and have added a feed to Google Merchant Center for the first time, then the approval process takes between 3 to 5 business days (weekends don’t count).
Ensure that you do not have any feed errors by checking Products > Feeds > Click on your feed > Processing. Also, check that your products are not missing any crucial requirements by checking Products > Diagnostics
Existing Feed When Updating or Adding New Products
When you have an existing feed connected to Google Merchant Center and have all previous products already approved, it takes around half an hour to reflect in the account.
You can check the processing of the feed info in Google Merchant Center by going to Products > Feeds > Click on your feed > Processing.
And after half an hour, the info will be updated and can be viewed by going to Products > All products.
The product update will also reflect in Google Ads, at the same time. However, in certain rare situations outside of our control, this can take up to 24 hours.
Some Tips For Common Issues
- Ensure that Google Merchant Center collects product info after updating your feed if using a text file, Google sheets, or XML. If you are using Google’s Content API, you need to contact the app developer.
- If you have an extensive product list, for example, 50k+, it will take longer to be processed.
- If you have errors in your feed, the processing will entirely or partially fail.
- Google Ads does not show all product data. Google Ads > Shopping Campaign > Products > Click on your product. This is a long-standing bug and can be ignored. As long as the info submitted is correct in Google Merchant Center. Your ads will use the information from Google Merchant Center.