If you’re a manufacturer whose products are sold in the US, then you should be using Google Manufacturer Center which is designed to ensure your products are displayed with high quality and accurate product information. The proposition is that you upload your product information for retailers to use when they create ads on Google and around the web.
Google Manufacturer Center is probably not quite as important to you if you manufacture and sell your own products, but as soon as you have retailer customers who resell your products and may advertise them on the web Google Manufacturer Center comes into it’s own.
The aim is that Google Manufacturer Center is a repository for relevant, current information on your products, including updated images, descriptions, and product details. Product descriptions submitted by manufacturers contain key product attributes, which allow Google to surface Shopping ads (created by retailers) for those products when users search for those attributes.
“Improve the accuracy and completeness of how your products are represented. On average, brands who manage their product information with Manufacturer Center realize 8% more impressions and 10% more clicks.”
It is of course mandatory for retailers to include GTINs in their product feed, this enables Google to match their listing with the data held in Google Manufacturer Center. Then, even if the retailer hasn’t included specific information in their product feed and a customer searches for it, Google can match the retailer offer with the data from the manufacturer and combining the data promote your products more effectively.
You can sign up to Google Manufacturer Center online and (if you already have a product feed) it should only take minutes to upload your product data.
