Introduction
Did you know that as a manufacturer, you can take back control over how your products appear in Google Shopping and related campaigns? That's exactly what the Google Manufacturer Center is all about. This free tool from Google allows manufacturers to provide detailed, authoritative information about their products, which Google then uses to enrich listings visible in Shopping results and in campaigns like Performance Max .
If you manufacture products distributed by resellers, this tool is essential to ensure consistency, quality and better visibility.
What is Google Manufacturer Center?
The Manufacturer Center is a dedicated space for manufacturers to provide Google with the most accurate information about their products directly.
Unlike the Merchant Center , which is used by merchants to manage inventory and prices, the Manufacturer Center is used to enrich product sheets with official manufacturer data: detailed descriptions, high-quality images, videos, technical specifications.
In other words, the Merchant Center distributes your products, while the Manufacturer Center ensures that the information for those products is complete and consistent, even if multiple resellers offer them.
Why use Google Manufacturer Center?
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You control the official information about your products.
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You improve consistency between different resellers.
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You increase the quality of Shopping listings, which can improve click-through rates.
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You facilitate the work of Shopping and Performance Max campaigns which rely on reliable data.
How to set up Google Manufacturer Center: main steps
|
Stage |
Description |
Practical details |
|---|---|---|
|
Create a Manufacturer Center account |
Registration on the platform |
Use Google account, select region, set manufacturer role |
|
Check your business |
Confirm your manufacturer status |
Provide legal information and supporting documents if requested |
|
Create and import a product feed |
Provide official data |
Use a CSV, XML, or Google Sheets file with recommended attributes |
|
Add visuals and enriched content |
Improve the attractiveness of the cards |
Upload HD images, how-to videos, detailed descriptions |
|
Monitor diagnostics |
Control data quality |
Use Google's error reports and suggestions |
|
Link with Merchant Center and Google Ads |
Maximize diffusion |
Link your accounts to power Shopping campaigns and other formats |
Differences between Manufacturer Center and Merchant Center
|
Characteristic |
Manufacturer Center |
Merchant Center |
|---|---|---|
|
Objective |
Provide official manufacturer data |
Manage the sale and distribution of products |
|
User |
Manufacturer, brand |
Merchant, reseller |
|
Data provided |
Technical specifications, images, videos, descriptions |
Price, stock, availability, transport |
|
Impact |
Improves the quality and consistency of records |
Allows advertising of products |
Integration with your Google Ads campaigns
The enriched data from the Manufacturer Center directly benefits your campaigns:
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They improve the relevance of the listings in Performance Max and Shopping .
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They support the visual quality of Display and Demand Generation campaigns.
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They create consistency for all information displayed in the Google ecosystem, regardless of the reseller.
Common problems and solutions
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Missing or outdated information: Update your product feed regularly.
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Poor quality images: Provide HD visuals that meet Google's requirements.
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Incomplete attributes: Use all recommended fields (GTIN, brand, product type).
An ecosystem supported by a certified partner
Setting up a Manufacturer Center and a Merchant Center requires a solid understanding of Google's advertising ecosystem. By working with a Google marketing partner agency like Bofu, you benefit from comprehensive support to create your feeds, optimize them, and use them in your campaigns.
Conclusion
The Google Manufacturer Center is a powerful tool for manufacturers looking to maximize the visibility and consistency of their products in Google Shopping and related campaigns. By complementing your efforts in the Merchant Center with enriched data, you can offer users a better experience and give your advertising campaigns a solid foundation for success.
To go further, explore our Google Ads services and discover how we can help you take full advantage of the Google ecosystem.
