谷歌GMC解封复盘（附赠申诉模板）

刚开户的新GMC就挂了，花了大概1个半月的时间进行网站的调整和申诉，终于过审，GMC重新拿回来了。

GMC挂是大概率事件，挂了之后第一时间是先把Google Ads账号先给解绑了，避免殃及广告账户。挂了后GMC会在后台给出违反了谷歌的哪项规定，我的是涉及“虚假陈述”——这是个比较麻烦的事情，谷歌给出的调整意见比较模糊。

• 提供有关您的企业身份、业务模式、政策以及客户如何与您互动的透明度
• 通过显示评论或突出显示任何徽育或批准印音来提升您的在线声誉
• 为您的在线商店使用包含 SSL 证书的专业设计 帮助大纲
• 在 Merchant Center 的商家信息设置中提供信息 帮助大纲
• 遵循SEO 指南，提高卖家评级的资格，并将 Merchant Center 中的产品数据与您的在线商店进行匹配

我问了下国内的服务商，大概是需要调整以下几块。

1、可以在“关于我们”页面更详细地介绍咱们的业务模式、业务政策、以及客户和咱们公司的互动情况（比如都服务哪些类型的客户，客户给到了哪些客观反馈）

2、客观的表现一些客户给咱们的评价，这部分需要真实评价，切勿提供夸张评价。同时可以在商家信息的“品牌信息”中上传咱们的商标图片。

3、确保所有用户都能访问到咱们的网址，不能包含任何重定向，并且网址没有任何文字和图片占位符。

4、确保“商家信息”中我们填报的信息，和网站内提供的公司地址、电话等相对应。

5、建议在 GMC 中的商品数据与您的网店数据保持一致。确保在 GMC 中提供的产品信息、价格、库存等与您的网店页面上显示的信息相符。

按照这五点去排查，说实话还是很笼统的，最后调整完提交审核，结果还是没有通过，并且还进入了漫长的冷却期，一直到两个星期后才能再进行申诉。

基于这种情况，在两个星期里，我们团队针对整个网站的内容做了一次更彻底的排查。

1. 首先是图片，一切涉及到版权问题的图片都要下架，我们做首饰类目，避免不了有各类露脸模特图，有些没有取得版权的，都先撤下；
2. 不出现折扣信息，网站内的活动折扣信息，倒计时折扣，弹窗折扣，滚动折扣，产品对比价格等，都要取消；
3. 虚假评论剔除，大部分卖家都会在站点内加上各种客户评论，不管真假与否，都得先隐藏；
4. About us，公司介绍要真实描述，具体公司地址要写清，公司的商业模式，业务交付方式等都要详细描述；
5. Contact us，联系方式要清晰一致，手机、邮箱等内容在首页页脚显眼处标明，并标明联系时间，时区；
6. Shipping Policy，发货处理时间，发货在途时间，是否收取运费，以及运送国家范围都要写清楚，并且GMC后台的运输政策一致；
7. Return & Refund Policy，退换货政策也要清晰，什么情况退换货，退换货时间，运费谁来承担等；
8. Payment Methods，checkout内的付款途径和网站首页，产品页标注的付款方式一致，付款的流程要流畅，不要出现不能跳转支付的情况；
9. 社媒跳转链接，外部跳转链接要正常打开，并对应到相应的页面；
10. GMC后台警告的需要注意产品，要全部调整完毕。

对以上内容进行完整自查之后，可以开始提交材料进行申诉了，需要准备的材料有以下这些：

1. 营业执照
2. 带Logo产品实拍图
3. 域名管理截图证明
4. 工厂、办公环境图与营业执照合拍（证明是真实的经营环境）
5. 公司经营的水电缴费凭证、公司租赁合同与营业执照合拍
6. 品牌注册/授权证明

申诉信模板也给大家提供一份，可根据需求进行删改，内容如下：

Dear Google Shopping Team,

Greetings from XX. I hope you are staying safe during these unprecedented times. I am writing to explain on the merchant center suspension due to XXX, including the efforts we are working on, our brand and product, as well as the self-check results. Thank you in advance! Our merchant center is suspended due to XX (reason shown on GMC).

Our Website:

Our Merchant Center ID:

Here below are the efforts we are working on to get our merchant center unsuspended. （以下部分按照实际情况填写，主要是描述修改完善网站的过程，搭配自查没有问题的那些链接和截图）

1.Our merchant center should be suspended between 24th – 25th March.

a)At that time, we thought that the main reason for the suspension was the bad customer experience caused by coronavirus. Our company is registered in Hong Kong, while the warehouse and supply chain all base in Mainland China. Form the end of January to mid of March, all the company operation was stopped under the great pressure of coronavirus fast expansion. Most of the SKUs were no longer be sold. It was almost impossible to deliver the products on time. We owned the suspension to the terrible customer experience. During this period, all our stuff had to work from home, and we tried our best to take care of our customers buying experience. We also refunded them as soon as possible as per their demand.

2.First modification

a)We mainly focused on improving customers buying experience. We enriched products information and updated the shipping and return policies. All what we do is to ensure the accuracy of the information, enhance the customer’s buying experience and to rebuild the trust with customer.     

b)

i.About us： URL

截图

ii.Return Policy：URL

截图

iii.Shipping Policy:  URL

截图

c) The company operations have basically reopened, and we requested review of our merchant from merchant center backend on 8th May. The first try was failed.

3.Second modification

a)In mid-May I found the address information published on the website was not correct. We updated the new address as soon as we noticed this mistake. We investigated over 20 reasons that could cause the suspension of merchant center. We also submitted ” Certificate Registration of the Business” and ‘XX Certificate of Registration” as address evidence to Google ads support team. 

b)Contact Us: URL

截图     

c)  We submitted second request of review on 20th May and failed to get MC unsuspended.        

4.Third modification

a) From the feedback of zixue, the main reason of the suspension is due to Misrepresentation of self or product (Untrustworthy promotions). We double checked all the product information, updated all the inventory information, checked all the promotional codes used on this website. We checked and improved all the points which could result in the suspension.       

b) We submitted third request of review on 27th / 28th May, and failed to get MC unsuspended again.      

5.Fourth modification

a)This time, we consulted Google’s account manager. He pointed out that we have too many products and there is high homogeneity among our products. So, we have streamlined 15986 SKU to XXXXX SKUs. We also fixed all the issues showing up in the merchant center in the diagnostics page.   

b) We submitted forth request of review on 24th June and failed to get MC unsuspended again.                

In fact, Google is one of the most important platforms to develop our global brand image and business. We aim to provide the best products to worldwide customer. Here below are the documents prepared to show the authentication of our business to show the authentication of our business, brand and products.

1.Amazon store link:

+截图

We operated ” XX” brand on Amazon since 2014. As we all know, Amazon’s audit is very strict. Only brand owner and trademark owner can apply for the Amazon brand store.

2. Amazon product listing link. Our product quality is excellent. We received many customers’ great feedback. We will never take any dishonest behavior to cheat on our website.

a) URL   

b) URL

c) URL

3.“Certificate of Business Registration” and “XX (brand) Certificate of Registration’  这里加上一些背景介绍：你们什么时候注册了这个商标，在哪些市场（比如美国）注册的，你们的香港公司是什么时候注册的，之类的，这里很关键，是代表你们不是伪造身份假装自己不是中国公司，而是实实在在的香港公司。(这段话记得删掉哦～）

4.US Trademark Registration Certificate Online Checking Link:

 http://tmsearch.uspto.gov/  这里也同样，加上一两句话的背景介绍——非常重视品牌，什么时候就注册了美国的品牌商标这种

Registration Number: XX    

5.Photos of office, factory and warehouses

6.Facebook link  :http://facebook.com/byHosim 975 followers

7.Instagram ID: URL, XX followers

8.Pinterest: URL

XX followers / Monthly Viewers 1.8 M (attached screenshot )

9.Paypal account

We bind PayPal’s collection account in Google merchant center. At the same time, the account is also affiliated with our company

截图

 All what we do is to try our best to comply with Google’s policies. We would like to continue providing the values to end customers via our powerful supply chain and more. Google is really important for us to expand our brand reputation. Could you please kindly let us know what to do to get merchant center unsuspended? We appreciate your support with this matter.

Thank you in advance for your help.

Best regards,

提交申诉后大概2-3个工作日就有结果了，GMC成功恢复，真是皇天不负有心人呀！

最后，祝大家早日解封，大麦！