“Set it and forget it” only works with rotisserie chicken — not Google Shopping ads.
Lately, a hot question I keep hearing: “How can I use Google Merchant Center Next to boost my Shopping ads?”
If you’re an ecommerce store owner juggling products, platforms, and PPC, listen up. You need to understand how Merchant Center Next can either pump up your profits — or quietly drain your ad budget. 💸
Let’s break it down — no fluff, just strategy.
🤔 What is Google Merchant Center Next?
Think of it as Merchant Center 2.0.
It’s Google’s newer, sleeker, more automated version of the original Google Merchant Center.
It’s designed for:
- Smaller to mid-sized sellers
- Faster setup
- Less tech headache
But here’s the catch: automation ≠ optimization.
If you just let Google run the show, they’ll happily spend your money for you. (And no, they don’t offer refunds.)
Giving Google full control is like letting a teenager loose in a Ferrari. Something’s getting wrecked.
👟 Story Time: The Disappearing Sneaker Campaign
A client selling premium athletic shoes moved to Merchant Center Next expecting a boost.
Instead?
Clicks went up.
Sales didn’t.
Why?
- Titles were generic.
- Product data was incomplete.
- Conversion tracking was… well, missing.
We cleaned up the feed, fixed the titles, added GTINs, and manually segmented campaigns. In two weeks, ROAS jumped 240%. 🎯
So yes — Merchant Center Next works — but only if you work it right.
🛠️ Step-by-Step: How to Use Merchant Center Next to Maximize Profits
- 🧠 Fix Your Product Feed First
This is the heart of it all. Garbage in = garbage out.
✅ Optimize product titles
Use real search terms your buyers use.
Example:
❌ “Running Shoes”
✅ “Nike Men’s Lightweight Running Shoes – Blue – Size 11”
✅ Use high-quality images
White background. No clutter. No watermarks.
✅ Add GTINs, MPNs, and brand info
Google loves structure. Use it to your advantage.
- 📊 Tap Into Performance Insights (Built Right In)
Merchant Center Next includes product-level insights.
✅ Track:
- Clicks
- Impressions
- CTR (click-through rate)
- Conversion estimates
🧠 Pro Tip:
Take your best-performing products and break them out into separate campaigns with custom labels. More on that next.
- 🏷️ Use Custom Labels to Segment Like a Pro
Custom labels = control.
Here’s how to use them:
- Label by performance: Bestsellers vs. low movers
- Label by seasonality: “Winter Gear,” “Back-to-School,” etc.
- Label by margin: High-profit vs. break-even products
- Label by inventory: “Low Stock,” “Overstock”
Custom labels let you build strategic Shopping campaigns, not just spray-and-pray ads.
- 💸 Don’t Sleep on Free Listings
Yes, you read that right: free clicks.
Merchant Center Next supports listings across:
- Google Shopping
- Search
- YouTube
- Images
- Gmail
✅ Enable “Surfaces across Google”
✅ Optimize the same as paid listings
✅ Track what’s converting — use it to test new SKUs risk-free
This is like getting free foot traffic in a busy mall. Don’t waste it.
- 🔍 Set Up Conversion Tracking the Right Way
✅ Link Merchant Center to Google Ads
✅ Use the correct conversion action (not just form fills)
✅ Track with Google Ads tag or GA4 (preferably both)
Without this, you’re flying blind. And flying blind is a great way to crash.
🎬 The Big Lesson?
Google Merchant Center Next can simplify your life.
But if you want to stop wasting money and make your ads work for you, not against you…
You MUST:
- Take control of your feed
- Segment based on data
- Track conversions correctly
- Use Google’s tools — but don’t trust them blindly
🧠 “Automation saves time. Strategy makes money.” 💰
🔁 Quick Recap
- ✅ Optimize your product feed with shopper-first titles and clean images
- ✅ Use performance insights to identify winners and losers
- ✅ Segment campaigns with custom labels
- ✅ Leverage free product listings for extra exposure
- ✅ Make sure conversion tracking is rock-solid
Put all that together, and you’re no longer just a seller.
You’re a strategic ecommerce powerhouse. 💪
🧠 7 Smart Q&As on Google Shopping Optimization
- What is the #1 mistake in Merchant Center Next?
👉 Letting Google automate everything without checking your feed. - How do I get more clicks on Google Shopping?
👉 Use keyword-rich product titles and high-quality images. - What is a GTIN and why does it matter?
👉 A Global Trade Item Number. It tells Google exactly what your product is — helps with relevance. - Can I test products without paying for ads?
👉 Yes! Use Free Listings via “Surfaces across Google.” - Should I still use Smart Shopping or Performance Max?
👉 Not without segmentation. Smart Shopping is blind — you need control. - How often should I update my product feed?
👉 Weekly minimum. Daily if your inventory shifts often. - What’s a good ROAS benchmark?
👉 Start with 3:1. Aim for higher based on your margins.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.