Sophie

26.11.2019

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Google Manufacturer Center: The Tool for Brand Owners & Manufacturers 

Higher data quality and better control on Google Shopping—that is what the Google Manufacturer Center, introduced in Germany as early as 2017, is intended to ensure. The platform is designed to allow manufacturers and brand owners to provide their own product data in order to improve the quality of the given product information on Google and thereby optimize their own brand presence. However, since the Manufacturer Center has lacked awareness so far compared to its big brother, the Merchant Center, Google is working hard to promote it. And that is a good thing, because the Google Manufacturer Center can make everyday life easier for many a brand owner or manufacturer.

More product information for better ad quality

So what exactly is the difference to the ubiquitous Google Merchant Center? Basically, more detailed and extensive product information can be added in the Manufacturer Center than in the Merchant Center. Five attributes are mandatory. These are:

• ID
• Title
• Description
• Photolink
• Brand
• Global Trade Item Number (GTIN)

These data are provided by Google as primary source used for retailer product ads, ensuring that the display of products by third parties is as correct and uniform as possible. In addition, the center also allows the provision of additional information such as product details, recommended retail prices, links to the manufacturer's product page, YouTube videos, and other content that is not captured in a Merchant Center feed. This allows product ads on Google not only to be aligned, but also enhanced in terms of quality and visual appeal. 

Which attributes you can specify in the Manufacturer Center, you will here.

The analysis options

In addition to expanding product information, the Manufacturer Center also provides insights that enable a fundamental analysis of product performance on Google. For example, the platform shows performance trends for specific product groups and significant changes in price or performance. Insights into search query statistics also assist with performance analysis and marketing strategy.

Benefits for manufacturers and brand owners

Google Manufacturer Center offers manufacturers and brand owners a great opportunity to put a stop to faulty product descriptions and poor-quality product images as much as possible. They can standardize the presentation of their own products by retailers, thereby optimizing brand representation and creating authenticity. According to Google, this not only leads to a more pleasant shopping experience for the customer, but also results in a 10 percent conversion rate. In addition, for manufacturers and brand owners who do not yet use the detailed analysis options provided by Channel Pilot Pro, Manufacturer Center offers a helpful alternative to at least monitor the basic performance trends of their products. This enables them to adapt their marketing strategy to current developments. 

Would you like to test the features of the Google Manufacturer Center yourself? You can find a guide on setting up your account here. 

By the wayWe have checked the feed specifications in Channel Pilot Pro again based on the latest info from Google, because the Google Manufacturer Feed can of course also be created via us.