Insights from Cameron Forbes, Digital Marketing Specialist at Williams Commerce
As Google continues to refine its services, it has started to transition the old Google Merchant Center platform into Google Merchant Centre Next. In this blog, we’ll delve into what makes Google Merchant Center Next different, its additional benefits, and what PPC managers should do to prepare for it.Â
Enhanced user interface and experience
One of the most noticeable things that GMC Next has changed is its user interface. Google has streamlined the layout, making it more user-friendly. Navigation is smoother, which should help enhance efficiency and productivity for PPC managers. The dashboard provides key insights into product performance, allowing for quicker decision-making and optimisation spotting.Â
Improved product managementÂ
Google Merchant Center Next lets you have greater control over your inventory. The platform provides tools for organising and categorising products, enabling more precise targeting and optimisation. With enhanced customisation, advertisers can tailor their product listings to specific audience segments, maximising relevance and engagement.Â
Expanded integration capabilitiesÂ
One of the standout features of Google Merchant Center Next is its expanded integration capabilities. The platform can seamlessly integrate with other Google services, such as Google Ads and GA4, providing a unified system for managing online advertising campaigns. This integration enables PPC managers to leverage cross-platform data insights to drive better results.Â
Improved performance reporting
The platform provides comprehensive performance reports, offering deeper insights into key metrics such as impressions, clicks, and conversions. This data-driven approach allows PPC managers to track campaign performance accurately and make informed optimisation decisions.Â
Automatically connect product information
Google Merchant Centre Next provides a simplified approach to product information, sourcing it automatically from your website. This will make using the platform easier as it removed the need to upload and manage a manual product feed.Â
Actionable insights for PPC managers
While Google Merchant Center Next will make the lives of PPC managers easier, they must take some key actions to unlock its full potential:Â
- Familiarise with the New Interface: PPC managers should invest time in familiarising themselves with the new interface and features of Google Merchant Center Next. Training sessions or tutorials for other members of your team should be considered.Â
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- Optimise Product Listings: With enhanced customisation options, PPC managers should optimise their product listings to improve relevance and visibility. This includes optimising product titles, descriptions, and attributes in line with GMC Next’s recommendations.Â
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Conclusion
In conclusion, Google Merchant Center Next is a significant evolution in online retail management, offering enhanced features and improved UX. PPC managers stand to benefit from the platform’s advanced features, provided they take the necessary steps to prepare. Â
The Williams Commerce team has vast experience working to support your PPC advertising aims of businesses. We also understand the ins and outs of Google Advertising, so if you need support or have any questions, you know where we are. Â
