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Google’s New Merchant Centre tools for Adwords

Author's avatar By Carolanne Mangles 01 Mar, 2018
Essential Essential topic

Smart Insights Alert: The new tools include a single multi-country feed

If you've ever run an AdWords campaign you'll be familiar with the process, but now the AdWords platform has introduced new Merchant Centre tools:

  • Adding or overriding product data with supplemental feeds
  • A single multi-country feed
  • modification of your product data from the content API with Feed Rules
  • Driving more clicks via opportunities
  • Add your entire team


The new features have been implemented before the holiday season and well benefit retailers that advertize on Google Shopping.

Supplemental feeds

Instead of relying on one feed for product data, it is now possible to change your data from multiple sources - giving you much more flexibility.

You'll be able to:

  • Add Holiday custom labels or promotion IDs
  • Replace attribute values in your primary feed with new values from your supplemental feeds

A single multi-country feed

You don't need to keep your products to just one country - if you are then you're missing out on opportunities and should try and hit different markets.

This is now easier due to a single multi-country feed and 37 countries available. All you need to do is add counties with the same language to your primary feed. Easy! By doing this your products' currency will change into the one for the user and country it is being shown to.

Modify product data

You can now modify your product data from the Content API with Feed Rules - with this new feature you can:

  • apply custom labels based on other values
  • complete shipping values based on product weight values

More clicks with Opportunities

The opportunities tab will allow you see better potential results and show you any efforts needed to improve product data.

Adwords opportunities

Cards will appear in the opportunities tab if there is enough information to "surface opportunities" and each card will show unique information to help users prioritize tasks and resources to drive more traffic and sales.

According to the official Google blog,

"this is only the beginning -- expect more opportunity types in the future. Check the Opportunities tab regularly as it's constantly working in the background to spot opportunities for you. And, make it a goal to address any high-value opportunities before heading into the holidays" - Google

Add your entire team

Users can now add team members as admin or standard users to the Merchant centre account. This will improve communications within your team and allow for a more dynamic approach - including managing their own email preferences to opt into important news updates (alerts, tips and best practices).

Author's avatar

By Carolanne Mangles

Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

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