Videos, promos, reports directly in GMC

Online product management and effective advertising can be complicated. For e-commerce owners and marketing specialists, managing thousands of products, monitoring accounts, and setting up promotional campaigns can take up a large portion of their work. Any issue that goes unnoticed can lead to lost sales or reduced product visibility.

Google recognizes this challenge and is gradually introducing updates to its Merchant Center. The goal is simple: to make advertisers’ work easier, improve account and product insights, and enable more strategic campaigns.

One of the biggest changes is the new Issue Details Page (IDP).

Previously, when an issue occurred – such as an inactive product or incorrect data – advertisers had to browse through multiple sections and reports to find the cause and fix it. This process was time-consuming and often frustrating.

The new IDP simplifies everything. Located under the “Needs attention” tab, it provides an overview of all current issues in one place. It shows recommended actions, explains the impact of each issue on your business, and even lists specific products affected.

Source: Search Engine Land

Another new feature is the ability to set up promotions based on audience segments.

Previously, promotions were shown to all customers without distinction. Now, you can create discounts for specific audiences, for example, only for new customers or based on geographic location.

Source: Swipe Insight

This allows for more strategic campaign management. For instance, a “20% off your first purchase” offer can be shown only to new customers, protecting margins for returning ones. Or you can launch regional promotions for new markets without affecting existing customers elsewhere.

This helps save budget, target relevant audiences, and increase promotional campaign efficiency.

Google has also considered agencies that manage multiple client accounts and introduced Merchant Center for Agencies, currently in its pilot phase.

The new interface offers:

Source: Swipe Insight

This update resembles the older Multi-Client Account setup but adds more targeted features and a clearer interface. Agencies can now manage clients more efficiently and focus on improving their campaigns.

The final update focuses on videos and creative materials. Google has added a new “Creative Content” section in Merchant Center, where brands can upload and map video content to products.

Videos automatically sync with the Google Ads library, making them available for both paid campaigns and organic product presentations. You can upload videos from various sources, including TikTok, YouTube, or your own website.

Source: Search Engine Land

The most exciting part is that videos can be linked to specific products – even automatically through AI connected to YouTube channels. This increases product visibility and helps brands tell richer stories through visual content.

Google Merchant Center is undergoing significant modernization, all aimed at one goal – making work easier for both e-shops and agencies. The new features provide greater clarity, fewer unnecessary steps, and better control over what’s happening in your account.