Google is expanding the functionality of Merchant Center with a new Creative Content section that allows businesses to manage video assets directly and link them to product listings.
New video opportunities for retailers
The American search engine has launched a Creative Content section within Google Merchant Center, which gives retailers and brands the ability to strategically organize video content alongside their product data. This functionality enhances visibility in both paid and organic search results across various Google platforms.
The new system automatically synchronizes uploaded videos with the Google Ads asset library for linked accounts. This integration streamlines the management of creative content and strengthens brand experience within campaigns. Users can import videos from various sources, including social media channels like TikTok, their own website, or Google's Product Studio.
A notable feature is the ability to link videos to specific product listings. The platform even offers AI-driven product mapping for connected YouTube channels, automating the linking process.
Consequences for business operations
This update has direct implications for retailers looking to optimize their online marketing strategy. Companies can now centrally manage their visual content, which increases campaign efficiency and ensures consistent brand presentation. For organizations already investing in video marketing through social media, there is now a streamlined way to repurpose this content within their Google ecosystem. This saves time and resources in developing campaign materials.
Practical implementation
Companies can find the new feature under Creative content → Video assets, directly below Product Studio in their Merchant Center account. The feature is currently available for selected accounts and is being rolled out gradually.
The integration was first discovered by Senior Search Specialist Casey Gill, who shared her findings via LinkedIn. Early users are currently testing how this feature impacts the performance and visibility of products.