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Although Google Manufacturer Center was introduced to the US market in 2015, it wasn’t until the start of 2017 that it expanded to a wider market, bringing a variety of benefits to brand manufacturers.

Google Manufacturer Center

Do you qualify?

  • Are you a manufacturer, brand owner, or retailer of your own-brand’s products?
  • Are your products being sold in the US, the UK, France, Germany, or Australia?
  • Are you distributing to multiple retailers?
  • Do all of your products have GTIN’s (Global Trade Item Numbers)?

If you answered yes to all of the above, Google Manufacturer Center is an opportunity that you cannot miss out on! Read on to understand what Manufacturer Center is, why it was introduced, what you get out of it and why an optimized product data feed is essential for success.

What is Google Manufacturer Center?

Google Manufacturer Center is a free tool that helps brand manufacturers make sure their products are listed accurately on Google Shopping, Search and other Google Services.

By supplying a complete list of their products, including detailed information like product ID, brand, title and GTIN (Global Trade Item Number), manufacturers will essentially help Manufacturer Center become a repository for accurate and reliable product data.

So, when someone searches for your specific product on Google, it is your organic, authoritative product description that gets displayed.

How is the data used?

The following examples from Google themselves will give you a better idea of where your product data is displayed and how it is used by Manufacturer Center.

Google-search-manufacturer-product-description

Google-shopping-manufacturer-product-description

Source: Google

Why was it introduced?

Accurate product data matters for shoppers.

Since retailers are not brand owners, and often have less detailed information within reach, their product descriptions are often either incomplete or inaccurate.

This has an array of side effects:

  • With limited product information available, the shopper may be missing important, purchase-relevant information. Left with open questions, they are far more likely to abandon their shopping cart.
  • Poor product information is a big reason why products are returned after purchase, as the shopper’s expectations have not been met.
  • Should a shopper get inaccurate product information from a retailer, they are unlikely to purchase from them again
  • Overall, a poor representation of a brand’s products can negatively impact the brand image – diminishing consumer trust and creating an unfavorable shopping experience.
  • In the end, it’s the manufacturer who loses out on potential sale opportunities.

With the introduction of Google Manufacturer Center, brand manufacturers have the opportunity to standardize the way in which their brand is presented on the internet, ensuring the information that Google displays about its products is complete, consistent and accurate, across all of Google’s services.

How does Google’s Manufacturer Center differ from the Google Merchant Center?

The Merchant Center is for brands and retailers to import their product data feed in order to run Google Shopping campaigns. Here products are listed in search results in the form of paid ads. The product feed will include attributes specific to the retailer’s shop, e.g. sale price or availability.

The Manufacturer Center is for brand manufacturers to provide their authoritative product data, in order ensure that Google displays an accurate, complete and standardized product information cluster, as an organic search result.

While it is possible for a brand manufacturer to utilize both tools, the product information you import into Manufacturer Center will not change anything in your or a retailer’s Google Shopping ads.

What are the benefits of Google Manufacturer Center?

Once you’ve submitted your product data feed to Manufacturer Center, you can look forward to these benefits:

1. Enhanced & consistent brand experience

Manufacturer Center gives you control over how your brand appears online. The tool lets you ensure that more accurate and enriched product information is displayed to users shopping on Google.

With purchase-relevant information being displayed clearly, users will no longer have to struggle to find the information they need to make a purchase decision. A more favorable brand experience will inevitably increase purchase consideration.

Enriched, compelling product information will also ensure your brand stands out in a crowded marketplace and can improve product visibility.

2. Product-level analytics

 

To date, it has not been possible for brand manufacturers to monitor individual product performance on Google. For the first time ever, this data will be available to participating manufacturers who submit their product data to Google Manufacturer Center. This means you can finally have an overview of the success of your products.

By providing your product GTINs, Google can attribute the GTIN to matching product’s ads and collect performance figures from retailers all around the world. As a result, you’ll gain access to exclusive, product-level performance results, such as how often your products are appearing in searches, what the click through rates are, and even what keywords are being searched by users.

You also get benchmark performance figures to help you compare your brand and product’s performance to competing ones within the same category.

3. Drive traffic & conversion

By providing rich and robust information, Google can more easily determine the ad relevancy for a given product. This means that ads for your products will be triggered more often, which in turn increases product discoverability.

The increased visibility, coupled with rich and clear product information will compel shoppers to click through, hereby increasing traffic to your manufactured products. Be it on your own website or on a partner retailer’s, brands using the tool have on average seen an 8% increase in impressions and a 10% increase in clicks, ultimately increasing sales.

You as the manufacturer can also optimize your own Google Shopping feed and campaigns with special insights generated from the performance insight and benchmark data.  Since these stats were never available before, this is a huge opportunity that can increase purchase conversion by 25%.

Want to standardize your brand presence on Google? Click here to sign up for Manufacturer Center.

The importance of an optimized feed

It is important to know that Google cannot guarantee to show your product information cluster without an optimized product feed. This is because Google’s main focus is, and has always been, on the shopper – and providing them the best user experience possible.

This means that it is crucial for you to enrich and optimize your product data feed before submitting it to Google Manufacturer Center. This includes:

  • Enhancing your titles and descriptions
  • Providing high-resolution, compelling product images
  • Submitting key product features and specifications that are vital for purchase consideration
  • Ensuring you do not have any missing or invalid GTINs

The more information you provide Google, the better your product descriptions will appear and the more convinced shoppers will be to either click or make a purchase. In addition, the more information Google has about your products the higher the chance of it rendering your product for a given search query.

Submitting your product data to Google Manufacturer Center

There are two methods available for submitting your data to Manufacturer Center. You can either submit your feed directly or you can work with a data partner, which can simplify and enhance the data preparation and submission process.

Google Manufacturer Center Data Partners

Productsup is a Google Data Partner

Productsup is a leading feed management solution that specializes in feed optimization. The cloud software offers many innovative features that not only simplify your work but that will also help you create a product feed of the highest quality – as quickly as possible.

Productsup is an approved Google Data Partner – and we’re here to empower you to perfect your product data feed for Google Manufacturer Center.

Here are just a few of the many features available:

  • Drag-and-drop functionality to quickly map any feed to the Merchant Center structure
  • Visual representations of data with no coding required
  • Over 200 rule boxes to efficiently clean and enhance your product data feed
  • A feed quality analysis based on Manufacturer Center’s unique requirements
  • Bulk GTIN analysis to filter out errors or invalid codes
  • Best practice recommendations to guide you in optimizing your feed
  • Turn all your static product images into engaging product videos, with a dynamic video template

Google Manufacturer Center Product Data Optimization with Productsup

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Productsup is the leading cloud-based solution for product data management. Import product data from multiple sources, analyze and optimize it, and distribute custom feeds to unlimited destinations - quickly and easily.