Merchant Centre’s ‘Creative Content’ Drive Visibility With Video

Google has rolled out a significant workflow-streamlining update within the Google Merchant Centre, introducing a dedicated “Creative Content” section. This new hub empowers brands to upload, manage, and map video assets directly to their product listings, promising a considerable boost to both paid and organic visibility across Google’s entire ecosystem.

Key Features & Benefits

1. Unified Creative Management

The standout benefit is the automatic synchronisation of uploaded videos. When you add a video here, it is instantly connected to the Google Ads asset library for any linked accounts. This dramatically simplifies creative management, allowing marketers to govern their product visuals and video collateral from a single location.

2. Enhanced Visibility

By linking high-quality video assets to specific products, brands can offer a richer and more engaging experience for potential customers. This enhanced content is designed to enhance a product’s presence and discoverability across various Google surfaces, thereby strengthening brand storytelling throughout the shopping journey.

3. Flexible Video Sourcing

The Merchant Centre now accepts videos from multiple sources, allowing for maximum flexibility:

• Your brand’s website.
• Social channels, including TikTok.
• Content generated using Google’s own Product Studio.

4. Intelligent Mapping

Users have the ability to map videos to individual product listings manually. Even more efficient is the support for AI-powered product mapping from connected YouTube channels, helping to automate the process for brands with large video libraries.

Where To Find It

If the feature is live in your account, you can locate the new section by navigating to: Creative content → Video assets (found just beneath Product Studio).

This update is expected to be a real game-changer for performance, allowing early adopters to test how visual assets directly impact product discoverability and campaign performance metrics.

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