Google has recently updated its Merchant Center, introducing a new 'Video Link' attribute for product feeds. This significant update allows merchants to incorporate product-specific videos alongside standard images, potentially revolutionizing how products are showcased in Google Ads and Shopping experiences.

Key Features of the Video Link Attribute:

1. Product-Specific Videos: The attribute is designed for videos that showcase specific products, not generic brand or company videos.

2. Multiple Angles: Merchants can use videos to display products from various angles or demonstrate them in use.

3. Quantity Limit: Up to 10 product videos can be added per item.

4. Direct Video Links: Unlike the Manufacturer Center attribute, this requires direct video URLs, not YouTube links.

Technical Requirements:

• URL Format: Video links must start with "http://" or "https://".
• URL Encoding: Special characters in URLs must be properly encoded.
• Content Rights: Merchants must own licensing rights for all video content.
• Accessibility: Videos should be publicly accessible to Googlebot without restrictions.
• Static Links: Video URLs should be permanent and not expire.
• Google's Modification Rights: Merchants must allow Google to edit and modify submitted videos for various formats.

Best Practices:

1. Resolution: Aim for at least 720p (1280x720) or 1080p (1920x1080) resolution.
2. Content: Show the product in use to provide context and value to potential customers.
3. Specificity: Submit videos that are specific to the product, not general brand videos.

While it's not yet clear how these videos will be integrated into Google Shopping ads, this feature could significantly enhance product presentations in various campaign types, including Performance Max and Demand Gen campaigns. The ability to showcase products in motion and from multiple angles could provide a more comprehensive view for potential customers, potentially increasing engagement and conversion rates.

It's important to note that the Video Link attribute for Merchant Center differs from its counterpart in Manufacturer Center. Unlike the Manufacturer Center, which requires YouTube videos, the Merchant Center attribute does not support YouTube links.

Looking Ahead:

This update signifies Google's ongoing efforts to enrich the online shopping experience. By allowing merchants to provide more dynamic content, Google is paving the way for more engaging and informative product listings. Merchants are encouraged to start incorporating high-quality, product-specific videos into their feeds to take full advantage of this new feature.

For detailed guidelines and implementation instructions, merchants should refer to the official Google Merchant Center help documentation.