With less than 3 months to the holiday season, Google has added new tools for marketers, with a range of new updates for businesses using Google Merchant Center to link into Google Shopping listings.
First off, Google’s adding new product trend insights, which will highlight key shopping search and purchase trends in the app.
As you can see in this example below, the new trend notes will highlight what’s popular at any given time, which could assist in your campaign planning.
In the words of Google –
“This means you can jump on viral moments, make better-informed inventory decisions and ensure your product descriptions use the same terms shoppers are. Say you’re a specialty denim retailer thinking of putting away some surplus inventory of knee-length denim shorts that haven’t been taking off. The new trends insights in Merchant Center might show you that not only are “denim bermuda shorts” surprisingly popular right now, but also people are actually using the words “long denim jorts” to find them.”
Google’s also bringing more AI elements to its Merchant Center analytics, including summaries of recent product performance. As you can see in this example below, these new summaries will give you insight into the products that are gaining the most traction at any given time, as well as key trends that can help you prioritize your marketing efforts.
With a simple description of the data analysis you’d like to review – like, “show me the performance of my best-selling dresses” – we’ll produce a custom data set with the answers you care about. This tool uses generative AI to translate a user’s request into a custom report that highlights their own performance data. This means you can skip the process of building custom reports manually when you need something more tailored.”
Google’s also improving its product availability notes on listings, via a new automated onboarding process, that’ll sync in-store availability from your website, and integrate it into your Merchant Center account.
Finally, Google’s also implementing new customer acquisition goals in Performance Max and Search campaigns, so you can better refine the targets for your Google campaigns.
Quite useful updates for marketers.
These new tools for marketers will help drive more performance from your Google Shopping listings.
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