What is Google Merchant Center Next and Why Should You Care?

Published: 24 October 2023

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Nikita is a digital advertising expert @VIDEN with diverse marketing experience, focused on driving results for brands across Facebook Ads, Google Ads & more.
What is Google Merchant Center Next and Why Should You Care?

Say goodbye to the old Merchant Center and say hello to the exciting new world of Merchant Center Next! Google has given us something to cheer about with this fresh and improved version. Let’s dive in and find out why it’s so cool.

Table of Contents:

  1. What is Google Merchant Center Next?
  2. Google Merchant Center Next: Key Features
  3. Maximize Your Ads Effectiveness with Merchant Center Next

What is Google Merchant Center Next?

Google Merchant Center Next is the next-generation solution for managing your eCommerce business. It’s a refreshed and improved version of Google’s product feed management platform that offers a user-friendly interface. With this platform, you can easily manage your product listings, make real-time updates, and gain valuable insights into your online business performance. It was officially introduced at the Google Marketing Live 2023 event, bringing along a range of new features and enhancements. In a nutshell, Google Merchant Center Next is your key to simplified, more effective eCommerce advertising.

How Does the Merchant Center Next Work?

Let’s take a moment to understand how this powerful platform can benefit your business. Here’s a brief overview of how it all comes together to boost your eCommerce success.

  • List your products and business for free

    It all starts with listing your fantastic products and your business on Google – and guess what? It’s absolutely free! You kick things off by creating a Merchant Center account without any cost. Share all the important information about your products, and if you have a physical store, you can even set up a Business Profile to manage your local presence.

  • Customers click to purchase your products

    Once your products and business are on Google, they can pop up on Google Search, Maps, and more when potential customers search for exactly what you offer. When a customer clicks on your listing, they can be directed to your online store or your physical store if you have one.

  • Grow your business with personalized insights

    Google doesn’t stop at just listing your business. They provide you with valuable insights. You’ll get to see how customers are interacting with your products and business. These insights will guide you to increase traffic to your site or local store. It’s all about making your business thrive.

  • Boost your sales with paid advertising

    When you’re ready to take things up a notch, Merchant Center Next offers you the opportunity to boost your sales through paid advertising. You can promote your products to reach a broader audience, driving more sales and taking your business to new heights.

Google Merchant Center Next: Key Features

Imagine your favorite app getting a makeover – that’s what Google has done with the interface of Merchant Center Next. It’s cleaner, more organized, and just plain easier to use. You’ll be navigating your product listings with a big smile on your face.

  1. Interface updates

    Compared to the current Google Merchant Center, Merchant Center Next presents a cleaner and better-organized interface. Its upgrades mirror the ongoing improvements seen in the Google Ads interface over the years. Generally, once you’ve mastered navigating the platform, these user interface enhancements prove to be quite beneficial. With a more intuitive design, you’ll be able to manage your product listings with ease.

  2. New interface

    Merchant Center new interface

    Old interface

    Merchant Center old interface

  3. In-platform product data editing

    One of the most exciting features in Google Merchant Center Next is the ability to edit product information directly within the platform. This includes attributes such as titles, descriptions, brand names, and more. While this feature increases flexibility, it’s especially well-suited for businesses with more compact product catalogs, given its limitation of making edits on a per-product basis. This means you can fine-tune your product listings for maximum impact without the need for constant back-and-forth adjustments.

  4. In-platform product data editing

  5. Click potential metric

    Introducing a fresh metric known as “click potential,” which gauges the likelihood of users clicking on your product listing ads. The click potential of a product estimates its anticipated performance relative to your top-performing products. This calculation draws from historical traffic, product data, and demand. Products are classified into “high,” “medium,” or “low” click potential categories. This invaluable metric will help you understand how to optimize your product listings for better ad performance and conversion.

  6. Click potential metric

  7. Better insights

    A notable alteration involves the user interface, as it will introduce a more streamlined view that integrates insight reports directly into the Performance tab. This update seems to encompass additional data, as evidenced by the introduction of new tabs: overview, products (previously available), competitive visibility, pricing, market demand, promotions, non-product website results, and shopping experience scorecard.

  8. Merchant Next performance view

Maximize Your Ads Effectiveness with Merchant Center Next

Google Merchant Center Next offers a noticeably more user-friendly experience in contrast to the standard Merchant Center. This transformation is particularly advantageous for small businesses with limited product catalogs seeking to embark on Performance Max campaigns without investing excessive time in feed optimization.

Nonetheless, for retailers aiming to maximize the effectiveness of their advertisements, the tried-and-true approach of feed optimization remains the key to achieving outstanding outcomes. The true impact of Merchant Center Next will come to light once all its features become accessible. Fortunately, we won’t have to wait too long, as it’s slated for full implementation by 2024.

If you have any questions, need assistance, or seek further guidance on harnessing the full potential of Merchant Center Next, please reach out to us. Our dedicated team is here to provide the help and information you require to make the most of this platform. You’re on the path to eCommerce excellence, and we’re here to be your partner in making it a reality!

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