How to Write a Winning Google Merchant Appeal (With Examples)

Most Google Merchant appeals fail. Not because the account can't be saved, but because the appeal itself is poorly written.

After helping reinstate 500+ accounts, we've identified exactly what works—and what doesn't.

Why Most Appeals Fail

Before we get into what works, let's understand why most appeals get rejected:

"I didn't do anything wrong"

This signals you haven't investigated the issue

"Please reinstate my account, I need it for my business"

Emotional pleas don't address the actual problem

"I've fixed the issue" (with no specifics)

Vague claims without evidence get ignored

The Winning Appeal Structure

Successful appeals follow a clear structure:

1. Acknowledge the issue

Show you understand what went wrong

2. Detail specific fixes

List exactly what you changed and where

3. Explain prevention measures

Describe how you'll prevent this from happening again

4. Request review professionally

Close with a polite request for reconsideration

Appeal Template for Misrepresentation

Here's a template you can adapt for misrepresentation suspensions:

Dear Google Merchant Center Team, I am writing to request a review of my account suspension for [STORE NAME] (Merchant ID: XXXXXXX). ISSUE IDENTIFIED: After a thorough review of my website and product feed, I identified the following issues that likely triggered the suspension: 1. [Specific issue #1 - e.g., "Price discrepancies between my feed and website for 12 products"] 2. [Specific issue #2 - e.g., "Missing return policy link in the footer"] 3. [Specific issue #3 - e.g., "Shipping costs not clearly displayed before checkout"] ACTIONS TAKEN: I have made the following changes to address these issues: 1. [Specific fix #1 - e.g., "Updated all product prices in my feed to match website prices exactly, and implemented real-time price syncing"] 2. [Specific fix #2 - e.g., "Added a comprehensive return policy page at [URL] and linked it in the footer of all pages"] 3. [Specific fix #3 - e.g., "Added a shipping calculator on product pages and created a dedicated shipping information page at [URL]"] PREVENTION MEASURES: To prevent these issues from recurring, I have: - Set up daily automated feed updates - Created a weekly compliance checklist - Enabled price monitoring alerts I believe my website and product feed are now fully compliant with Google Shopping policies. I respectfully request a review of my account. Thank you for your time and consideration. [Your Name] [Store Name] [Contact Email]

Appeal Tips

Be Specific, Not Vague

Instead of: "I fixed the pricing issues"

Write: "I identified 12 products with price mismatches between my feed and website. I have updated all prices and implemented real-time syncing through [tool name] to prevent future discrepancies."

Include URLs Where Relevant

If you've added or fixed pages, include the direct URLs. This makes it easy for reviewers to verify your changes.

Don't Over-Explain or Make Excuses

Keep your appeal focused on what was wrong and what you fixed. Long explanations about why you made mistakes or how unfair the suspension is won't help.

Only Submit Once

Submitting multiple appeals doesn't help—it can actually hurt your case. Submit one well-crafted appeal and wait for a response (typically 7 business days).

When Your Appeal Gets Rejected

If your first appeal is rejected, don't just resubmit the same thing. You need to:

Conduct a more thorough audit—there are likely issues you missed
Fix the additional issues you find
Submit a new appeal that addresses the new findings

After 2-3 rejected appeals, your account may be flagged for extended review, making reinstatement significantly harder.

The Professional Advantage

Writing an effective appeal requires knowing exactly what Google looks for—something that comes from experience handling hundreds of cases.

If your appeal has already been rejected, or you're not confident you've identified all the issues, professional help can significantly improve your chances of reinstatement.