Google is encouraging merchants to try out its new “Merchant Center Next” platform, promising enhanced features and simplified product management. However advertisers are citing issues with this evolution of Merchant Center.
Why we care. Even though the old version of Merchant Center can still be used, advertisers have seen prompts for advertisers to upgrade to Google Merchant Centre Next (GMC Next). Will the issues advertisers are seeing in Merchant Centre Next be addressed before the old version is completely deprecated.
Key features.
AI-powered product image editing
Automatic product addition from online stores
Enhanced issue resolution with prioritization
Comprehensive performance insights
The upgrade offers AI-powered tools and streamlined processes that could significantly improve merchants’ ability to manage and promote their products on Google’s platforms.
First seen. We were alerted to the prompt from Google to upgrade from Thomas Eccel’s LinkedIn:
The issues. I asked advertisers on X what their issue with GMC Next is. Zato owner Kirk Williams is unhappy with the fact that it doesn’t have feed rules or supplemental feeds:
Head of Performance Marketing Jennifer Mussell‘s issue with GMC Next and her client’s account is the issue of products not being pulled in properly:
Supplemental feed. Williams shared his frustration about no supplemental feed on X. In response Head of Ecommerce, Mike Ryan shared a solution that only became available this month (July 2024):
Steps to allow you to add supplemental feed:
In your Merchant Center, on the right of the top bar, click the Settings & tools icon
Select Add-ons.
In the “Discover” tab, select Activate for the Advanced data source management card.
A list of Active Add-ons are found in the “Active” tab.
If you’d like to deactivate Advanced data source management, click Deactivate for theAdvanced data source management card.
When activated, a new navigation item is added to the “Active” tab for “Advanced datasource managements”.
What’s next. Watch for wider rollout of AI features and potential mandatory migration to the new platform in the future.
