Google Merchant Center Next will soon support rules and supplemental feeds

Google Merchant Center Next will support rules and supplemental feeds early next year. The predecessor version, Google Merchant Center, is still used by some advertisers and already supports these new features.

Google Merchant Center Next (GMC Next), a simplified version of Merchant Center, was unveiled in May.

Advertisers that haven’t transitioned to GMC Next and want access to the rules and feeds should not upgrade to GMC Next.

Those who have already migrated to GMC Next and need access to these tools can revert to classic mode. Google will not invite merchants using rules and feeds to migrate to GMC Next until the features are available in that platform.

Why we care. For those who migrated from GMC to GMC Next, and were unpleasantly surprised to find rules and feeds unsupported, there’s now a path to restore those features. Reverting isn’t ideal, but it offers a way to restore functionality that is integral for optimizing Google Shopping ad performance.

Switching back to Classic Mode. To revert from GMC Next to classic mode and gain access to rules and supplemental feeds, follow these steps:

  1. Sign in to Merchant Center.
  2. At the top of the screen, click the Help & feedback icon.
  3. Click Use classic Merchant Center”.
  4. A disclaimer will appear. If you’d still like to continue, click Use classic Merchant Center.
  5. A box will appear allowing you to give feedback on why you’d like to switch. When you’re done, click Submit.
  6. Another disclaimer will appear. Check the box, and click Switch now.
  7. Classic Merchant Center experience will now be available to use.

Warning. Switching from Merchant Center Next back to the classic Merchant Center may result in the loss of previously added business details and in-store product details. Consider this potential impact before making the switch.

No return to GMC Next. If you switch back to the classic Merchant Center, you won’t have the option to return to the Merchant Center Next until the classic experience is retired next year.

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Deep dive. Read Google Ads Liaison officer Ginny Marvin’s announcement on X in full for more information.

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Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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