Demystifying Merchant Center Next: A Guide To The Future of Product Listing Ads

Stephen Anderson
11 months ago

In a rapidly evolving digital landscape, staying ahead in e-commerce is crucial. Always at the forefront of innovation, Google has recently unveiled an exciting development for online retailers: Merchant Center Next.

This comprehensive guide will walk you through the ins and outs of this new iteration, offering valuable insights and tips to help you harness its potential for boosting your retail business.

Introducing Merchant Center Next: A Glimpse Into The Future

At the prestigious Google Marketing Live event of 2023, industry observers were introduced to Google Merchant Center Next, an upcoming rendition to redefine how businesses showcase their product offerings across Google's vast network. This anticipated unveiling wasn't merely a footnote but a statement of intent. Google's promise of a more straightforward, intuitive platform to showcase products signals a significant shift in the Product Listing Ads (PLAs) landscape.

Merchant Center Next has generated considerable buzz among e-commerce marketers with its user-friendly interface and enhanced features. Google's ambitious plan is to complete the global rollout of this new experience by 2024. Existing users of the Merchant Center accounts will receive notifications as the new interface becomes available, ushering in a new era of online retail marketing.

What is Goole Merchant Center Next?

At the heart of this evolution is Google Merchant Center Next, the latest iteration of Google's e-commerce dashboard. This upgraded version boasts a fresh user interface, bringing a series of feature enhancements and streamlined processes. Some legacy features are retiring from the platform, paving the way for a more focused and effective tool for managing product feeds.

Show your products across Google with Merchant Center Next

This reflects Google's commitment to creating a more accessible platform for retailers to showcase their products. It's like a makeover for your virtual shopfront, designed to captivate potential customers more efficiently.

Understanding the Transition: From Old to Next

To appreciate the significance of Merchant Center Next, it's essential to understand the predecessor, Google Merchant Center. The original Merchant Center served as a hub for businesses to upload their product data and share it across various Google services, including Google Shopping and Google Ads. It allowed retailers to display their products to potential customers using visually engaging Product Listing Ads.

As Google's ecosystem has evolved, so too, needs a more refined and user-friendly approach. Merchant Center Next is the answer to this demand, promising a more straightforward, more intuitive experience that empowers retailers to present their offerings seamlessly across Google's diverse networks.

In the following sections, we'll delve deeper into the specific features and benefits that Merchant Center Next brings to the table, ensuring you're well-equipped to make the most of this transformative tool.

Benefits of Using Merchant Center Next

Navigating the dynamic realm of online retail has just become smoother and more efficient with the arrival of Merchant Center Next. Google has put considerable thought into this new iteration's advantages, making it particularly appealing for businesses of all sizes, from small enterprises to industry giants.

  • Easier Onboarding for All: One standout feature of Merchant Center Next is its user-friendly onboarding process. Designed with simplicity in mind, Merchant Center Next caters to the needs of both small businesses and larger retailers. The streamlined approach to getting started ensures you can seamlessly integrate your products without the headaches often associated with complex setups and technical hurdles.

  • Seamless Interface for Everyday Use: An essential aspect of any platform is its interface, and Merchant Center Next shines in this regard. The brand-new interface is designed to facilitate day-to-day usage. With intuitive navigation and an emphasis on user experience, you'll find managing your product listings and campaigns a breeze.

Simplified Setup

  • Effortless Account Verification: Merchant Center Next eliminates the need for intricate technical procedures regarding account verification. Unlike the traditional method of embedding HTML tags into your website's source code, the new verification process is as straightforward as an email confirmation. This change alone significantly reduces the technical barriers that often deter less technical users from diving into product feed management.

  • Automated Website Connection and Manual Control: Managing product feeds and navigating complicated rules and overrides can be daunting. Merchant Center Next revolutionises this process by automatically linking your website's product information. Your products can seamlessly appear on Google without manual feed management. For those who prefer hands-on control, the platform offers the flexibility to adjust how your products are presented manually.

  • Effortless Product Data Collection: Unlike Merchant Center's reliance on product feeds, Merchant Center Next presents an innovative way of gathering product data. While the conventional method of setting up a product feed remains an option, this new iteration allows for automatically extracting product data by crawling a merchant's website. This approach simplifies the data collection process and allows manual adjustments if desired.

Improved Insights

  • Comprehensive Performance Insights: One of the standout enhancements of Merchant Center Next is its ability to provide insights into the broader market landscape. In addition to showcasing your products, the interface will offer data on top-selling products and brands across the entire Google network. This view enables you to understand market trends and consumer behaviour better.

  • Guidance and Performance Improvements: The Performance Tab in Merchant Center Next will serve as a hub for valuable information. It will offer guidance on enhancing your performance, rectifying product errors, and capitalising on opportunities for improvement. This proactive approach ensures you're informed about your campaign's performance and empowered to refine your strategies for optimal results.

In the next section, we'll explore the innovative features of Merchant Centre Next, which differ from the old Merchant Center, further solidifying its role as the future of Google Shopping Ads.

Merchant Center Vs. Merchant Center Next

As we step into the era of Merchant Center Next, it's essential to recognise the distinctions that set this evolution apart from its predecessor. Until now, Google Merchant Center has relied on setting up a product feed containing necessary product details such as titles, descriptions, pricing, and product imagery. However, as mentioned, Merchant Center Next ushers in a new paradigm, offering a more streamlined approach to product feed management and several notable differences in its interface and functionality.

From Feeds to Website Data: A Shift in Approach

Until now, generating a product feed involved extracting data from the merchant's website or creating a manual feed via a Google Sheet. While these methods offered a manageable process, they often led to discrepancies between the feed and the website, impacting accuracy in elements such as stock availability. Dynamic feeds became more accessible by integrating popular e-commerce platforms like Shopify and WooCommerce, requiring app installations and setup.

While Merchant Center Next supports the feed-based approach, its true innovation is automatically detecting product data from your website URL. This approach minimises the need for manual feed management, ensuring that the product information presented on Google remains in sync with your website's data.

Sleeker Interface and Enhanced Functionality

Visually, Merchant Center Next presents a cleaner, more organised interface than the existing Google Merchant Center. The product diagnostics overview has also transformed. While the previous version provided a historical timeline of product diagnostics changes, the new iteration offers an overview of the current situation, categorising products as approved, under review, limited, or not approved.

Editable Products: A Game-Changing Feature

One of the most significant improvements Merchant Centre Next offers is the concept of editable products. Unlike the original Merchant Center, where edits are overwritten during feed resynchronisation, Merchant Center Next introduces a game-changing feature. Edits made within the platform are only overwritten if the corresponding product data is modified on the data source website. This enhancement empowers merchants to maintain control over their product listings without fearing unintentional modifications.

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Does Merchant Center Next Offer All The Features Of the Current Merchant Center

With the introduction of Merchant Center Next, Google aims to provide the same features that have made the current Merchant Center indispensable for larger retailers. However, as of August 2023, there are discernible variations between the two versions.

For instance, the feature of feed rules, a powerful tool for optimising product titles using other product attributes at scale, needs to be more present in Merchant Center Next. While product titles can be updated and optimised within Merchant Center Next, this process must expand to individual product levels, which might prove cumbersome for large-scale updates.

We hope that Google will introduce this feature in the upcoming months, further aligning the capabilities of Merchant Center Next with the needs of all retail businesses. Despite the differences, certain foundational elements remain intact. Information-rich product diagnostics and the integration of PayPal with Merchant Center continue to offer valuable insights and streamlined retail payment options, fostering a seamless user experience.

Below we've compared the features of Merchant Center and Merchant Center Next;


Merchant Center

Merchant Center Next

Product Feed Setup Required product feed creation Feed creation OR Automatic detection of product data from website
Interface Design Standard layout and organisation Cleaner interface
Product Diagnostics Historical timeline of changes Current situation overview
Editable Products Overwritten on feed resync Edits are preserved unless changed on the website
Feed Rules Supports feed rules for optimisation Currently not available
PayPal Integration Yes Yes
Performance Insights Available data for own products Wider market insights included
Feed Management More technical knowledge & time required Less technical knowledge needed
Supplemental Feeds Yes Currently not available
Feed Rules Yes Currently not available 
Data Refresh Scheduled Scheduled


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How to Add Products To Merchant Center Next

In the world of e-commerce, where time is of the essence, the enhancement of importing products is a game-changer. Let's delve into the new methods available for importing your products into Merchant Center Next and discover how this evolution simplifies the entire process.

Multiple Paths to Importing Products

Merchant Center Next introduces five distinct pathways to importing products, each tailored to business needs and technical capabilities.

Screen shot of data feed options in Merchant Center Next interface

  • Automatically from Your Online Store: This approach enables products to be automatically imported from your e-commerce platform. Popular platforms like Shopify and WooCommerce offer seamless integration through APIs, ensuring that your product data remains synchronised effortlessly.

  • Via Third-Party Platforms: If you prefer the familiarity of your existing product feed, Merchant Center Next supports syncing data from third-party feed files, such as XML feeds. Although these automated methods are slightly different in format, they ensure your product information remains up-to-date.

  • Using Google Sheets: For hands-on merchants, Google Sheets offers a manual method. Populate a spreadsheet template with your product data, which is then uploaded to Merchant Center Next. While this option provides control, it necessitates manual updates as your website's product information changes.

  • Add Products via Website URL: A revolutionary feature of Merchant Center Next is its ability to pull data from your website directly. By inputting your website URL, you enable Google to crawl your site and automatically sync product information. This approach significantly reduces technical barriers, making it an excellent option for businesses of all sizes.

For those opting for an automated product import option, like using a product feed file or adding products via the website URL, it's important to note that it may take up to three days for your products to appear on the Merchant Center Next panel. However, the payoff is worth the wait. Since the connection is dynamic, any updates to your website's product information will be promptly reflected within your Merchant Center Next account.

New Merchant Center Next Interface Explained

Merchant Center Next brings a fresh, organised interface that simplifies product listing management. In the following section, we'll look at each tab that forms the core of your day-to-day product management.

Managing Your Product Listings

Within Merchant Center Next, managing your product listings is a straightforward process. Below, we'll delve into the tabs within the interface and explore their functionalities.

Merchant Center Next - Overview Tab

Screen shot of the Overview Tab in the Merchant Center Next interface

The Overview Tab is a dashboard providing a comprehensive view of your account's health and performance. Here, you'll find insights into the status of your products, including those approved and those with errors requiring attention. Traffic trends are visually represented, showcasing whether your product traffic is on an upward trajectory or experiencing a decline.

Notifications play a crucial role here, flagging important information that requires immediate attention to enhance performance. These overview tiles provide shortcuts to more detailed tabs, enabling quick access to essential information.

Notifications Tab

The Notifications Tab hones in on what truly matters, offering guidance on expanding and enhancing your business on Google.

It highlights strategies to reach potential customers seeking products like yours. You'll also receive suggestions on additional tools to improve your online presence on Google and beyond.

This tab is a treasure trove of tips and best practices designed to help you extract maximum value from Merchant Center Next.

Products Tab

Screen shot of Products tab in the Google Merchant Center Next interface

In the Products Tab, you'll find the products imported into your Merchant Center Next account, whether manually uploaded, synced via a product feed, or pulled directly from your website, depending on your chosen method for populating product data.

Filter options at the top of the screen enable you to tailor your view, from viewing all products to focusing on those that require attention. Here, you can review and edit product details with ease. Clicking on a product opens up the editing interface, while bulk updates for basic attributes are also supported.

Delivery and Returns Tab

Screen shot of the Delivery tab in Google Merchant Center Next interface

The Delivery and Returns Tab is where you'll configure shipping rates and returns policies. You can add multiple delivery options, deactivate/activate them as needed, and fine-tune the customer experience to align with your business strategies.

Business Info Tab

Within the Business Info Tab lies essential details, including your business address, which should align with the information on your website.
This section also oversees website verification, a step completed during the initial setup of your Merchant Center Next account.

Ad Campaigns Tab

The Ad Campaigns Tab is your hub for overseeing Google Ad campaigns promoting the products within your Merchant Account, depending on your access. This section provides a sneak peek at your ads, showing how they appear in Shopping Results. You can even create new campaigns directly from this tab.

Performance Tab

Screen shot of Performance Tab in Merchant Center Next interface

At the core of strategic decision-making lies the Performance Tab. This section delves into the nitty-gritty of your product performance, detailing clicks, impressions, and click-through rates (CTR) for traffic from product listing ads, product images, and website links that direct to your product detail pages. Armed with this data, you can fine-tune your strategies for improved results.

Subsections within the Performance Tab allow you to dig deeper, revealing your visibility relative to competitors and furnishing valuable market insights. You'll gain insights into traffic and trends related to your products, brands, and product categories. Comparative visibility against competing businesses and those with high visibility are also available, alongside market demand and pricing insights.

Understanding the Potential of Merchant Center Next

In the e-commerce landscape, the evolution of tools like Merchant Center Next signifies change and the potential to unlock new avenues for success. This section delves into the vast potential that Merchant Center Next brings to the table.

Improved Product Data Management

Merchant Center Next redefines product data management. With simplified onboarding, streamlined data synchronisation, and automated website connection, managing your product listings has always been challenging. This efficiency frees up your time and energy, allowing you to focus on other aspects of growing your business.

  • Increased Visibility and Sales: The platform's expanded reach, encompassing Google's vast network, ensures that your products are displayed to potential customers across various platforms. This increased visibility translates into more sales opportunities, helping you connect with the right audience at the right time.

  • Enhanced Insights for Growth: Merchant Center Next doesn't just provide data; it offers you valuable insights. From detailed product performance metrics to competitor analysis and market trends, this wealth of information fuels strategic decision-making. Discover which products are thriving and gain inspiration for new offerings that align with market demand.

What Are The Limitations Of Merchant Center Next?

As with any platform, while Merchant Center Next boasts remarkable capabilities, it's essential to acknowledge its limitations.

  • Focused On Google Only: Merchant Center Next's primary focus is Google's ecosystem, which, while consistent with its predecessor, leaves room for improvement. Many businesses employ the same product feed for various advertising platforms, such as Facebook Ads and Bing Merchant Center. Implementing cross-platform features might prove complex, but such an expansion could greatly enhance the platform's utility.

  • Harder To Optimise Product Date: While Merchant Center Next empowers direct product data edits within its interface, the ability to optimise is somewhat restricted. Manual, individual product-level edits are possible, but the absence of feed override sheets and bulk edit options limits optimisation for businesses with an extensive inventory. A more efficient way to manage bulk changes and apply feed rules would be a valuable addition.

  • Little Diagnostic Info: Merchant Center Next simplifies its diagnostics feature, a choice that brings both advantages and limitations. While this streamlined approach reduces clutter, it also reduces the comprehensive issue reporting in Google Merchant Center. The need to visit the 'Needs Attention' section for diagnostics might be less informative for businesses accustomed to the granular insights of the existing Diagnostics section.

  • Limited Custom Label Control: While custom labels are supported in Merchant Center Next, their flexibility is constrained. Custom labels are fixed once submitted via a data feed, Automatic API, or spreadsheet. Supplementary feed options or in-interface editing is necessary to adapt and optimise custom labels according to evolving business needs.

In the next section, we'll explore best practices to maximise your experience with Merchant Center Next, enabling you to navigate its potential while mitigating its limitations.

Best Practices for Merchant Center Next

When harnessing Merchant Centre Next's full potential, meticulous attention to detail can make all the difference. Consider these strategic best practices to ensure your product listings shine and your business flourishes. For more details about resolving product and feed errors in Merchant Center, check out our article Help with Google Merchant Center: How To Fix Common Product & Feed Errors

Make Sure Your Business Data Is Accurate

Accurate business data is the cornerstone of a successful Merchant Center Next experience. Ensure that the information provided aligns precisely with the details on your website. Any discrepancies might lead to account suspension, which can severely impact the visibility of your products.

By maintaining consistency, you not only foster trust but also safeguard your online presence.

Ensure Your Shipping Charges Are Correct

Accurate shipping information, whether you offer flat-rate or variable rates based on product properties, is paramount. Your shipping details should mirror those outlined on your website. A disparity detected by Google triggers a warning and potential account suspension if left unresolved. Maintain synchronisation between your website and Merchant Center Next to provide customers with accurate shipping information.

If you suffer an issue as severe as an account suspension, our guide, Resolving Google Merchant Account Suspension, should offer some help.

Make Sure Google Can Crawl Your Website

Harnessing the power of Merchant Center Next's innovative website crawling feature requires Google to access and interpret your website correctly. To facilitate this, ensure your website is easily crawlable. Integrating a sitemap on your website is one way of providing a roadmap for Google's crawlers. Structured data in your HTML code, representing your product information, further enhances crawlability.

By optimising your website for Google's exploration, you ensure seamless data synchronisation.

Optimising Your Product Data

Effective product data optimisation is critical for appealing to potential buyers and enhancing your product visibility on Google. As Google uses gathered information to determine relevant keywords for search display, your product titles must be informative and rich in keywords. This optimisation extends beyond Merchant Center Next, benefiting your website's organic search optimisation. Whether through automated feeds or Google's autonomous crawling, well-optimised product data attracts a broader range of relevant search queries, driving increased website traffic.

With accurate data, optimised product information, and seamless website integration, Merchant Center Next becomes a powerful tool for enhancing product visibility, increased sales, and a thriving online retail business.


In the ever-evolving world of e-commerce, staying ahead requires embracing innovation. Merchant Center Next emerges as a beacon of streamlined product management, enhanced visibility, and data-driven insights. Let's recap the benefits and potential that this platform unlocks for businesses:

You can efficiently synchronise and maintain your product listings with improved data management. The expanded reach of Merchant Center Next ensures increased visibility and sales opportunities across Google's extensive network. The platform's insights provide a comprehensive view of product performance and a glimpse into competitor strategies and market trends, sparking inspiration for new offerings.

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Navigating the intricacies of Product Listing ads and product feeds can be daunting, but you don't have to do it alone. Our expert team at Click Pilot possesses the knowledge and experience to optimise your Google ad accounts and product feeds. We are dedicated to helping you harness the power of Merchant Center Next, ensuring your business thrives in the competitive landscape of online advertising.

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