Google's holiday shopping update, from Ashish Gupta, VP and GM of Merchant Shopping, says merchants who adopt core Merchant Center feed best practices see an average 5% increase in conversions the following month. It points to two feed details in particular: a video link, which powers visual, shoppable ad formats, and conversational attributes, which add richer context to listings. In lululemon's testing, AI Mode used those attributes in relevant product recommendations 50% of the time.
Google also made AI performance insights generally available in Merchant Center. It shows how often shoppers discover your brand and products compared with other brands on AI Mode and AI Overviews. For now it covers Australia, Canada, India, New Zealand and the US, not the UK.
This is the Merchant Center work we bang on about. AI Mode and AI Overviews answer shoppers' questions using your product data. Wrong category, thin titles or missing details, and you don't get picked. Your B.R.A.I.N.™ already holds how customers describe your products and the questions they ask, which is the raw material for conversational attributes.