With the increasing importance of Google Shopping campaigns in paid search results for brands and manufacturers, obtaining correct and consistent data has become an increasingly urgent task. It has been a bit sleepy product, but Google has announced new features and an expansion of Manufacturer Center.
Launched in 2015, the Google Manufacturer Center was designed to be the central repository of product data that powers Google Shopping campaigns. Now, Google uses this data in knowledge panels in the United States, including product features, images, and descriptions. Last month, Google began to show much more content in mobile knowledge panels, including product features, as shown in the example below.
Google Manufacturer Center is now available in several countries: Australia, Brazil, France, Germany, the Netherlands and the United Kingdom.
With the launch of a new Manufacturer Center API, brands and third-party data partners can add, update, and delete products without relying on manual feeds downloads.
In addition to streamlining the quality management of product data, Manufacturer Center offers insights into how individual products work on Google in their broader categories. The statistics show the overall impressions for the category, the share of impressions by category, the total number of clicks, and the clickthrough rate compared to the baseline click rate of the category, week by week, over a period of four weeks.
[This article originally appeared on our sister site Search Engine Land.]
About the author
As a Third Door Media paid media reporter, Ginny Marvin writes about paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She provides marketing research and demand generation advice for e-commerce companies and can be found on Twitter under the pseudonym @ginnymarvin.