The information in Shopping Ads is now available to all retailers (free of cost) and can be submitted directly to Google in real-time, not just by adding schema markup to your site.
Google Merchant Center is a tool and central dashboard where online retailers can upload store and product data and manage the appearance of their e-commerce products. Perhaps its biggest benefit is that the feed is uploaded directly to Google in real-time, ensuring that all information displayed is accurate at the time of a given search.
This data was used to primarily to power Google Shopping Ads, which meant that the benefits of the merchant center were not readily available to non-AdWords users. Retailers generally relied on schema markup to display information in rich results and rich product image results. Information displayed usually included ratings, price, availability, etc.
But in its latest news, Google announced that it would be opening up its merchant center capabilities to all online retailers, regardless of whether they run AdWords campaigns. This comes after its recent updates to the product report in Search Console and improvements to product visibility through Google Manufacturer Center.
So why is the merchant center update important? – Read more