Changes to the Google Merchant Center feed: 3 Things you need to know

Over the last few months we’ve seen Product Listing Ads On Google Shopping gain significance. In fact product listing ads now account for nearly 40% of online retailers’ search budgets. Following closely on the heels of Its announcement that all product listing ads will be migrated to Google Shopping Campaigns, Google has announced a new feed format for the Google Merchant Center feed.

Here are 3 things we believe stand out the most from these set of updates and if you’re looking to maximize the gain from them , you ought to capitalize on these first.

Separate mobile landing page

Online retailers who don’t have responsive websites and instead maintain a separate mobile website can breathe a sigh of relief. Google has announced support for mobile specific product landing pages. Starting September 2014, all merchant center users can include a unique mobile specific url for their products in their feed. We have seen the effects of such a change which ensures lower drop off rates and results in the users’ shopping experience being neater and more convenient. Definitely scores high on the user satisfaction indices!

Support for “Bundled offers”

Merchant-bundled offers are now going to get better visibility and will be easier to find for users. Extending support for merchant-defined bundles the feed will highlight the “bundled offers”; making it easier for the users to extend their primary purchase to a bundled offer. Every marketing manager at an e-commerce site always looks to product-bundling as his most effective tactic for traditionally slower moving products, this makes his work easier now!

Image quality recommendations

The key feature of Google’s shopping campaigns are the ads of the products from their catalogs itself. The image is key to the user buying the product, since it allows the user to visualize his purchase on the search platform itself. This makes it crucial for the image to be of a high quality of appeal and adhere to high standards of representation. The recommendation guidelines set after the new updates will allow that. Our experience with the shopping campaigns tells us about the sync of this update with third party APIs allowing smoother filtering of images.

Besides these, the new update also provides for clothing articles to have another level of detailed description with the “age group” and “size attributes”. All the makings of a better shopper experience and hence better performing shopping campaigns for the advertisers.


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