Google today rolled out a new feature that automatically uses businesses’ marketing content to enhance their visibility across Google products.
All merchants will be automatically enrolled in the marketing content usage program. You can opt out at any time through Merchant Center settings.
How it works. Google will extract marketing information in two ways:
- Automatic signup to businesses’ marketing communications.
- Direct submission when merchants add Google’s dedicated email address ([email protected]) to their marketing lists.
Why we care. Google can now extract and display information about your promotions, new products, and social media profiles across Search, Shopping, and Maps without any additional effort. This means increased visibility for your brand and products, as Google leverages existing marketing materials they’ve already created.
However, this increased visibility could raise brand protection concerns that may just drive extra impressions but not any extra traffic/revenue to your site. Will Google stop showing the ad if they see low engagement on the extra ads they are showing? That is unknown.
By the numbers. While Google hasn’t shared specific performance metrics yet, the company positions the program as a time-saving tool that leverages existing marketing materials to boost merchant visibility.
Between the lines. Google will extract and showcase:
- Links to primary social media channels.
- Highlighted social media content.
- Current and upcoming sales/promotions.
- Brand images and videos.
- Brand voice and values.
The fine print. The extracted content will be treated as “Content” under Merchant Center terms. No additional terms will apply to the usage of marketing materials within Merchant Center.
What’s next. Merchants concerned about the automatic enrollment can review their settings in Merchant Center to opt out if desired.
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