Out with the old, in with the new – but not all changes are for the better. Google’s introduction of Merchant Center Next, a simplified, redesigned version of Google Merchant Center, brings a fresh user interface and some intriguing new features. However, while certain aspects have been enhanced, others have been stripped away, leaving some users wondering if the trade-offs are worth it. As the rollout continues, those who rely on product feeds are cautiously navigating the shift, balancing new conveniences with missing capabilities.
What is Google Merchant Center Next?
Merchant Center Next is a reimagined, user-friendly version of Google Merchant Center. Its standout feature is the ability to automatically extract product data – such as titles, descriptions, sizes, prices, and images – directly from your website. This reduces the technical barriers to creating and maintaining product feeds and minimizes errors caused by misconfigured data.
Rollout Timeline: August 2024
Merchant Center Next is being rolled out to existing and new accounts, with the full rollout expected by August 2024. Google is managing the transition, so users can’t switch manually. However, suppose you’ve already moved to Merchant Center Next. In that case, you can revert to the regular Google Merchant Center – but once you stick with the old version, you won’t be able to switch again until Google phases it out entirely.
Importing Products into Google Merchant Center Next
There are five ways to import products into the Merchant Center Next:
Automatically from your online store
Automatically from a third-party ecommerce platform like Shopify
From a feed file
Using a Google Sheets template
Manually, product by product
If you opt for automatic import, Google will crawl your website to sync the latest product data with Merchant Center. Ensure your sitemap and structured data are properly set up to facilitate this process. Once initiated, it can take up to three days for products to appear in your Merchant Center Next dashboard.
Key Differences: Merchant Center Next vs. Google Merchant Center
The shift to Merchant Center Next comes with significant changes, especially in the user interface and functionality. The platform now offers a cleaner, more organized layout, similar to recent upgrades in Google Ads. While the product diagnostics overview has been slimmed down, the ability to directly edit product details within the platform represents a major improvement over the previous version.
Notably, the Feeds tab is currently absent, so you won’t have direct access to raw feed data. Google has also introduced a new metric called "Click Potential," which helps optimize low-engagement products based on historical data.
Missing Features and Limitations
While Merchant Center Next's streamlined design is appealing, some features are missing, including the Growth tab, Merchant Center Programs, and the ability to see a timeline of product diagnostics. Additionally, users are limited in their ability to optimize product feeds directly within the platform, making third-party tools essential for larger catalogs and more complex data management.
How OmniOne.ai Enhances Merchant Center Next
For advertisers looking to get more out of Merchant Center Next, OmniOne.ai offers powerful enhancements. While Google’s platform focuses solely on Google products, OmniOne.ai supports over 2,000 channels, including Meta, Pinterest, and Bing. It also allows for bulk edits, advanced data transformations, and optimizations, making it a valuable tool for advertisers managing extensive product catalogs.
OmniOne.ai can automate title creation, manage custom labels, and exclude products based on availability, streamlining feed management and boosting conversions across multiple channels.
Is OmniOne.ai Right for You?
Whether you’re managing a small online store or a large enterprise, OmniOne.ai offers tailored solutions to optimize your product feed and boost ad performance. With plans for small shops, midsize merchants, agencies, and global enterprises, OmniOne.ai ensures you can make the most of Google Merchant Center Next and beyond.
Conclusion
Google Merchant Center Next is set to make life easier for merchants with smaller product catalogs, offering a cleaner and more intuitive interface. However, feed optimization remains crucial for retailers who prioritize maximizing ad performance. As we approach the full rollout in August 2024, the impact of Merchant Center Next will become more apparent, and advertisers will need to adapt to these changes to stay competitive.
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