A Guide to the Google Manufacturer Center: Pros, Cons & Getting Started

 
A Guide to the Google Manufacturer Center: Pros, Cons & Getting Started

For brand owners looking to get started with the Google Manufacturer Center, EnterWorks and CPC Strategy have created The Google Manufacturer Center Guide. But first, we’re here to answer your top-of-mind questions including what this tool is all about and how to get started.

What is the Google Manufacturer Center?

It’s more important than ever for brands to own the way their products appear across the web. Especially on Google Shopping, where over 150,000 advertisers are vying for attention. That’s where the Google Manufacturer Center comes in, to give brand owners a boost.

The Manufacturer Center is essentially a feed uploader for Google Shopping and Google services. It gives brand owners more in-depth product fields for content like images, specs and descriptions. In short, it’s a way for brands to populate the Google ecosystem with controlled, enriched, strategic content.

This is, obviously, good news for brands who can gain better representation on Google search engine results pages. But it’s also good news for retailers. Because enriched product data creates a better shopping experience and more informed purchasing decisions, which drives conversions.

On a side note, the Google Manufacturer Center differs from the existing Google Merchant Center. While the Merchant Center is mainly for retailers and entails basic product information like pricing and shipping, the Manufacturer Center encompasses richer product content and is exclusive to brand manufacturers, brand owners and retailers of own-brand products.

Pros, Cons & Results

The Google Manufacturer Center tool operates with the brand owner in mind. So there are many reasons why jumping on this bandwagon makes great business sense. The “Pros” include:

  • Control exactly how your brand appears across channels.
  • Gain access to exclusive Google analytic reports.
  • Fits well into a solid Product Information Management (PIM) system, and overall content lifecycle management.
  • Could potentially lift product CTR and conversions due to better quality content.
  • Be the first in line to participate in brand new Google Shopping ad formats.

So, is it working? The program is still fairly new, however initial results are positive. One example discussed in our Guide shows that an apparel retailer saw a 275% increase in conversions since opting into the Manufacturer Center from May 2016 to September 2016, compared to the same time frame in the previous year.

Yet, with any new program, there are “Cons” – or concerns – as well. For example, the overwhelming task of aggregating disorganized data.

Our Guide provides information on other potential roadblocks to anticipate and overcome, for a better experience utilizing the Manufacturer Center.

I’m a Brand Manufacturer: How Do I Get Started?

When it comes to Google, change isn’t always easy. But as we adjust, we find great benefits to new programs and processes.

As stated before, one of the biggest challenges manufacturers face is disorganized data. And even organized content may be fragmented or redundant. Without a PIM system, it’s impossible to deliver content continuously while managing a multitude of processes and sources of product content.

The EnterWorks/CPC Strategy Google Manufacturer Center Guidebook provides a deeper dive into Google’s new tool, and discusses how the Manufacturer Center fits into a successful content management strategy. It also offers insights from industry experts, and includes a section on using Manufacturer Center Analytics to get ahead of the game.

Click here to download your copy of the guide today.

Kerry Young

Kerry Young

Kerry Young joined EnterWorks in 2006 when Ennovative, Inc., the multi-channel publishing software company he co-founded, was acquired by EnterWorks. He directs EnterWorks’ operations and leads EnterWorks’ professional services and consulting organization, ensuring effective customer implementations and ongoing success. Mr. Young brings more than 25 years of technology and business management experience to EnterWorks, having served as CTO for a subsidiary of the Dow Chemical Company, and earlier as VP, Information Technology for Marshall Industries, a $1.7 billion industrial electronics distributor. He previously managed information systems for a subsidiary of McDonnell Douglas Corporation. Mr. Young holds a B.S. degree in Computer Science from Cal Poly, San Luis Obispo and an M.B.A. from California State University Fullerton.

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