It’s been a long summer of updates and new features to Google’s advertising products – and we’re not done yet. Because Google has announced a redesign for the Merchant Center, which looks very familiar after the AdWords facelift.

It promises all the same functionality you’ve come to expect from Merchant Center, but with a more streamlined interface and navigation system. Plus, you’ll find some new features come along with the update – so let’s take a look at what you can expect.


Google’s Merchant Center gets a visual overhaul

The most obvious thing about this update is the new visual design. You’ve surely seen the AdWords redesign by now and the new Merchant Center looks very much a part of the same family:


Source: AdWords Blog

Just like its AdWords cousin, the new Merchant Center gets the flat design treatment that has become synonymous with Google products in recent years. As always, it’s not only the visuals that have been upgraded but the navigation and access to information. Your new Home page keeps you up to date with all the latest information and announcements, while consolidated versions of your feeds can be found on the Products page.

Essentially, it all comes down to quicker access to information that doesn’t hurt your eyes every time you look at it. Bravo.


Introducing Merchant Center features

Aside form the interface redesign, you also have some new features to welcome into the Merchant Center library. The first of these is called Merchant Center programs, which are designed to help you promote your products. You can now browse through these programs and enable those most suitable to your business/products within a few clicks.


Source: AdWords Blog

Something Merchant Center has been seriously lacking is an automated system for currency conversions. The real magic of the internet is being able to sell your products to people across the world, but this isn’t easy if you only display prices on your own currency. Thankfully, Google now has a currency converter built into Merchant Center and all you need to do is type in your original price – the rest will be done for you.

The other big addition is (almost) real-time diagnostics from your feed, rather than to two-time updates per day. So you’ll get fresher, more reliable data from your feeds and have more opportunities to optimise for key moments of the day.

Finally, there has also been an update to the Feed Rules for Merchant Center – so be sure to take a look at those.


You can get more information on the new Merchant Center by visiting the AdWords Blog and Google Support. As always, you can also get in touch with us if you have any questions about the update and what it might mean for your shopping campaigns.