Google will not allow you to start advertising using Google Shopping until you verify and claim your webstore's URL.

Here are instructions:

  1. Log into your Google Merchant Center account.
  2. Click Business Information.
  3. Click Website
  4. Follow the instructions (HTML or Alternate method).
  5. Click Verify & Claim.
  6. You will also want to complete the About your business section.

Related reading

How to configure your Google Merchant Center Business Information, Shipping and Tax settings

How to enroll in Shopping Actions and sell on Google Express

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