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Tag: Google Shopping

  • Google Merchant Center Drops “Next” in Simple Rebrand

    Google Merchant Center Drops “Next” in Simple Rebrand

    I’m adjusting how I refer to Google’s shopping platform now that Google has dropped “Next” from Merchant Center Next. Going forward, the product is simply called Google Merchant Center.

    Google made the change official in a Merchant Center announcement, saying, “The platform you use today will simply be referred to as Google Merchant Center.” For anyone managing product feeds, shopping campaigns, or merchant accounts, this is mainly a naming update rather than a product change.

    I remember when Google Merchant Center Next was introduced in 2023 as the newer version of the old Google Merchant Center. Over the past few years, more merchants, site owners, and advertisers moved into that updated experience.

    At this point, it appears that Merchant Center Next has effectively become the standard experience. So Google is removing the “Next” branding and returning to the simpler name: Google Merchant Center.

    Futuristic data archive with glowing server-like filing cabinets, stacked documents, and network lights symbolizing AI marketing data infrastructure.
    Rows of illuminated data cabinets and paper files stretch into the distance, capturing the pressure on marketers to turn fragmented customer data into a smarter performance engine.

    Google said users will start seeing the “Next” branding removed from Help Center articles, email communications, and the Merchant Center interface.

    Google also clarified that no action is required and that the name change does not affect existing accounts. In other words, I do not need to update settings, migrate anything, or make account-level changes because of this rebrand.

    Why does this matter? When I talk about Google’s merchant tools now, I can leave off “Next” and just call the platform Google Merchant Center. Honestly, that is what many of us were already calling it anyway.

    Inspired by this post on Search Engine Land.

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  • Google Shopping Bidding Update Gives Me More Control

    Google Shopping Bidding Update Gives Me More Control

    I’m seeing an important shift for Standard Shopping campaigns: Google is bringing Maximize Conversion Value bidding to these campaigns without requiring a Target ROAS. That gives advertisers more room to pursue value-based optimization without immediately being locked into a specific return target.

    What’s happening. Google is rolling out Maximize Conversion Value bidding for Standard Shopping campaigns, and advertisers no longer have to set a Target ROAS to use it.

    Before this update, if I wanted to optimize around conversion value in Standard Shopping, I generally had to use a Target ROAS bidding strategy. Now, this new option lets campaigns focus on maximizing conversion value while giving Google’s bidding system more flexibility to find the highest-value opportunities.

    Why I care. This matters because I can now use Google’s value-based bidding in Standard Shopping without being constrained by a Target ROAS goal. That gives me more flexibility while preserving the control and transparency that many advertisers still prefer in Standard Shopping campaigns.

    It may also reduce the need to run feed-only Performance Max campaigns just to access Maximize Conversion Value bidding. For advertisers who prefer tighter campaign control, that is a meaningful change.

    Between the lines. I know many advertisers have continued to favour Standard Shopping because it offers more visibility and control than Performance Max. But when they wanted flexible value-based bidding, they often created feed-only Performance Max campaigns as a workaround.

    With this update, that workaround may no longer be necessary for some accounts.

    Why advertisers should care. I can now combine the structure and transparency of Standard Shopping with a more flexible automated bidding strategy. In practical terms, this could simplify campaign setups, reduce unnecessary Performance Max usage, and make account management cleaner.

    The bottom line. Google is narrowing one of the biggest feature gaps between Standard Shopping and Performance Max. For me, this gives advertisers another reason to keep using Standard Shopping while still benefiting from automated value-based bidding.

    First spotted. Performance marketer Yash Mandlesha spotted the update and shared the option on LinkedIn.

    Inspired by this post on Search Engine Land.

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  • Google’s New Merchant Advisor: Revolutionizing Retail Management

    Google’s New Merchant Advisor: Revolutionizing Retail Management

    Recently, I’ve discovered that Google is stepping up its game in AI tools for advertisers and retailers.

    They’re testing something quite futuristic called Merchant Advisor, an AI assistant integrated directly into the Merchant Center. This tool aims to simplify the process of setup, troubleshooting, and optimization for us all.

    What’s happening. As someone who watches Google’s every move, I’ve noticed them testing Merchant Advisor, a cutting-edge AI-powered chatbot right within Google Merchant Center. Although in beta, its purpose is clear: to offer personalized recommendations and support, making my experience smoother than ever.

    How it works. The Merchant Advisor acts like a proactive assistant, offering tasks and suggestions like setting up a returns policy or finalizing account setup steps. It feels like having an assistant who is always available to enhance my feed quality and account health.

    The bigger trend. This development is part of Google’s strategy to weave AI assistants throughout its marketing products, reminding me of earlier launches like Google Ads Advisor and Analytics Advisor. The AI co-pilots are evidently becoming the norm for managing campaigns and analytics.

    ```json { "alt": "Google Merchant Center Next interface showing Merchant Advisor Beta with a message prompt for completing account setup.", "caption": "Explore the Google Merchant Center Next's Merchant Advisor Beta, guiding users to complete their account setup seamlessly!", "description": "The image displays the Google Merchant Center Next interface, highlighting the Merchant Advisor in Beta. It features a sidebar with options like Products & store, Marketing, and Analytics. The main section prompts the user to complete account setup by configuring the returns policy. Options like 'Help me set up my returns policy' offer user guidance. This screenshot highlights the use of AI to assist merchants in optimizing their setup." } ```

    Between the lines. Let’s face it, Merchant Center can be a technical labyrinth, especially for smaller retailers juggling feeds, policies, and diagnostics. But now, with an embedded AI guide, I’m finding it less daunting to get onboarded quickly and spot optimization opportunities I might have overlooked.

    Spotted by. This feature first caught the eye of Tamara Hellgren during a Google Ads Decoded podcast episode that focused on retail innovations.

    The bottom line. It’s clear to me that Google is transforming the Merchant Center into a more intuitive, AI-assisted environment, which reflects a larger trend towards automation within its advertising landscape.

    Inspired by this post on Search Engine Land.

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