If you’re an advertiser looking to manage your product listings on Google, you’ll want to get acquainted with the new Google Merchant Center interface, Google Merchant Center Next (GMC Next). This refreshed interface simplifies your experience, whether you run a small business or manage a large inventory. Here, we’ll walk you through the highlights of GMC Next, what’s changed, and how to take full advantage of its updated features.
What Is Google Merchant Center Next All About?
GMC Next is the upgraded version of the classic Google Merchant Center (GMC), bringing user-friendly features and automation to help you manage your product listings more efficiently. This update aims to reduce manual efforts, such as pulling product data from your website, including descriptions, images, and prices. This is especially helpful for businesses that frequently update their catalogs.
GMC Next finished its rollout to all accounts on September 30th, 2024, so if you haven’t checked on your account since then, you’ve been upgraded. (Up until September 30th, you could go back and forth between GMC and GMC Next as needed, but that option went away with the final rollout.) GMC Next is designed to give you deeper insights into product performance while helping you optimize your listings to attract more clicks.
Key Differences: Old vs. New Google Merchant Center
Automatic Product Data Extraction
One of the most significant features of GMC Next is the automatic extraction of product data directly from your website.
- Website Data Integration: GMC Next automatically pulls your product titles, descriptions, prices, and images from your website. This is a game-changer for businesses that regularly update their catalogs, as it keeps your listings current without manual uploads.
- Manual Control Still Available: While automation is a time-saver, you can still manually edit your product data by turning off the automatic extraction feature. This gives you flexibility if you prefer more control over your listings.
- Time-Saving Benefits: The automation feature helps avoid the hassle and potential errors of manual product uploads, streamlining the process for businesses of all sizes.
- Locating Product Feeds: Product feeds can now be found under Gear > Data Sources instead of the left-hand menu, which is a notable change from the old interface. You can also opt in or out of automatic extraction from this section.
New Product Diagnostics
GMC Next has revamped the Product Diagnostics feature, offering real-time insights into the status of your products. The interface does have some significant overhauls, including the reorganization of the product diagnostics tool that we all came to love. Although it is not as easily accessible in the new GMC Next, this data is still available for review.
- Simplified Product Status: The updated diagnostics feature allows you to quickly see if your products are approved, under review, limited, or disapproved. While this snapshot is helpful, many users may be looking for the easy-to-view product diagnostics tool. This feature is still available but is hidden.
- To see the product diagnostics data you saw in GMC, go to Products under Your Business, and then select the “Needs Attention” tab at the top of the page. From there, locate the “view history” button, which will take you to the newly revamped product diagnostics chart.
- Holistic View: Products are categorized based on their approval status across various channels. For instance, a product that is limited in one channel but approved in another will reflect that information.
- “Needs Attention” Section: This section flags any products that need fixes and offers direct instructions to resolve the issues. However, the lack of a timeline showing when problems started may be missed by users who relied on this feature in the old interface.
- Actionable Insights: Google Merchant Center Next focuses on offering actionable suggestions to help you resolve issues and make your products eligible for Google Shopping.
Consolidated Performance Insights
In GMC Next, all performance data is neatly housed under the Performance Tab, giving you a one-stop hub for all key metrics.
- Centralized Reporting: All the crucial metrics, including impressions, clicks, and visibility, are found in one place, making it easier to monitor your product performance without switching between different sections.
- New Reporting Features: The updated performance insights now let you compare your product’s performance against competitors and check store engagement. This provides additional context to adjust your strategies.
- Pricing and Demand Insights: See how your pricing compares to competitors, and gain insights into the demand for your products.
- Enhanced Visualization: Google Merchant Center Next introduces a cleaner interface, making it easier to interpret insights at a glance. From your best-selling products to detailed user behavior, the streamlined visual design simplifies data analysis.
- Missing Historical Data: While the interface is more user-friendly, some advanced features, like long-term performance trends, are more limited, which may be a downside for seasoned users.
Auto Improvements
Google Merchant Center Next’s Auto Improvements tools are designed to automatically update certain product details like images, pricing, availability, and condition, ensuring that your listings remain relevant without needing constant manual intervention.
- Image and Pricing Updates: Google can automatically enhance your product images, adjust prices based on market trends, and update the condition of items, saving time on manual updates.
- Product Studio: This tool uses AI to enhance product imagery and streamline updates, improving the efficiency and relevancy of product listings.
- Product Studio can be used effectively during the holidays, for instance, by giving your product listings a more festive touch, thus drawing more attention to your ads.
Add-ons and Advanced Features
In the Add-ons section, GMC Next offers advanced tools to help businesses with more complex needs. You will need to opt-in to these add-ons in order to see them in the interface.
- Advanced Data Source Management: This feature, found under Gear > Data Sources, allows you to manage supplemental feeds and set up rules for customizing product data. It’s especially useful for businesses managing large inventories or selling on multiple channels.
- Promotions: You’ll find promotions under Marketing on the left-hand navigation. Google can automatically detect promotions on your website. However, this feature can be turned off if you prefer to manually manage promotions.
- Dynamic Remarketing, Product Ratings, and Loyalty Programs: These are some of the other advanced features available under the Add-ons section.
Managing Product Alerts and Protection
Newly added to a Google Merchant Center (GMC) account? Here are some recommended steps to set up your account and protect your feed:
- Product Alerts: Access product alerts under Gear > Personal Preferences. These alerts notify you of any issues or changes to your product listings.
- Product Protection: Manage your account settings and security under Gear > General Account Settings, ensuring your business information is up to date and that your account is protected.
- Business Information: Business details, such as your store name and contact information, can be updated under Left-hand Nav > Business Info. Adding logos is important for Shopping Ads.
Shipping & Returns Setup
One of the highlights of GMC Next is the easier setup process for shipping and returns. This makes configuring essential policies more accessible, helping you keep customers informed about shipping rates and return policies without the usual complexities.
In summary, Google Merchant Center Next offers merchants a more intuitive experience with powerful features like automatic product data extraction, real-time diagnostics, and consolidated performance insights. While some features from the classic Merchant Center are no longer available, and there’s a learning curve, the streamlined workflow and enhanced reporting capabilities of GMC Next will benefit businesses of all sizes.
Take the time to explore the new features like supplemental feeds, advanced data management, and auto improvements to maximize your product listings’ performance on Google. With its focus on automation and actionable insights, Google Merchant Center Next aims to help businesses stay competitive and keep their listings optimized with minimal manual intervention.