Google Merchant Center just became even more useful for brands looking to manage what information Google users for them across search. Enter Brand Management.

I don’t think this just applies to PPC but it sounds like SEO is also impacted too. This means even enerative experience optimization (GEO) would likely be at place.

Brand management in Google Merchant Center is still beta feature and that likely own’t change in the near future but I still think brands should spend a few hours setting it up.

Google is giving you an option to have more control over what text, images and video they show for your brand. As with all creative you give to Google, images and descriptions you edited in the brand section of GMC may not always be eligible to show on your brand profile.

The brand management page allows you to review, edit, share, and influence what content and information Google uses to represent your brand out in the wild. This is pretty powerful stuff if this section becomes your source of truth for your brand’s visual representation online.

This page currently focuses on your ability to influence and set preferences for your brand profile, including but not limited to, hiding images, videos or updating your brand’s description shoppers would see. Over time you can expect your brand content to reach more products across Google for consistency and ease of management.

Below are some of the frequent asked questions we see clients ask around how to manage and use the brand section in Google Merchant Center. Brands don’t often spend a lot of time in there when they have an agency doing work on their behalf.

How to Use Brand Management

How to claim your brand profile

  1. In the navigation menu of your Merchant Center account, click Brand under Marketing section (left sidebar).
  2. At the top of the page in the “Brand” tab, Click Claim Brand profile.
  3. The onboarding dialog will have 2 check boxes for you to choose your notification preference for the brand profile.
  4. Click Manage now to claim and manage your brand profile.

How to manage images

  1. In the navigation menu of your Merchant Center account, click Brand under Marketing section (left sidebar).
  2.  Click Manage images.
  3.  The images from your website are automatically added in the image library. To upload more photos, click Add images.
  4.  Select the images you’d like to upload or provide an image URL.
  5.  Click Add. Note that uploaded images are subject for approval.

Remove or hide or show images on brand profile

The images displayed on your brand profile are influenced by how well your brand images are performing and what customers are searching for. You can remove images you’ve uploaded or hide uploaded images or images Google has found on your website to prevent them from appearing on your brand profile.

  1. In the navigation menu of your Merchant Center account, click Brand under Marketing section (left sidebar).
  2.  Click Manage images.
  3.  Select the image that you want to remove.
  4.  Click the 3-dot icon 3 dot icon then select Delete this image, Show on brand profile or Don’t show on brand profile.
  • Note:
    • You can only delete uploaded images.
    • You can remove or hide multiple images.
    • Images might show by default if it’s not hidden.

The action taken in the gallery (including save, hide, add new image, delete image) will be autosaved.

How to manage description

  1. In the navigation menu of your Merchant Center account, click Brand under Marketing section (left sidebar).
  2.  Click Manage description.
  3.  Select the description that you’d like to display in your brand profile:
  • Auto select (default). Google will select text directly from available sources online, including Wikipedia, your website’s meta tags, and content on your homepage. Your description may change if the sources change.
    • Note: If no meta tags are found, an AI-generated description will be used.
  • AI-generated. AI-generated descriptions are created using multiple data sources including your website. These may change and improve as Gemini’s understanding of your brand improves. Click Use option to create AI-generated description. Select the Try again option to prompt the AI to generate a different description if you’re not satisfied, and you can tweak the description before submitting it.
  • Write your own description.
    • You can write a description with your own words or use AI to suggest a description based on what Google found on your website.
    • Once you enter the description, click Save.
    • Google will review your description before showing it on the brand profile. The review process usually takes 10 minutes or less.

4. Click Save.

Google has an even more helpful information on their Google support page: Brand management in Merchant Center. We will update this page as we get to use this feature more.