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Google Merchant Center Next

Here's How to Add Supplemental Feeds and Feed Rules in Google Merchant Center Next

Here's How to Add Supplemental Feeds and Feed Rules in Google Merchant Center Next

10/25/19 UPDATE: Hello Facebook Agency Visitor Person!  We’re delighted to have you visit this awesome post. About a year ago, ZATO stopped offering Facebook Ads solutions so we could focus solely on what we do best: Google Ads. Because of this, we’re always interested in partnerships with great Social Advertising agencies (like yourself, wink wink!) and we offer referral fees for signed clients!  Anyway, back to it, and happy reading…

Post Summary

In case you've missed it, Google has quietly rolled out Supplemental Feeds and Feed Rules into GMC Next. This had been my primary complaint with Next, so Google is definitely moving towards the "next" steps of eliminating the Classic UI!

The trick here, is

1) they are named slightly different

2) you have to enable these in order for them to work in Next.

Here is where to get access to enable those in Next: 



Supplemental Feeds / Supplemental Sources in Merchant Center Next

Both Supplemental Feeds and Feed Rules must be enabled in the "Advanced Data Source Management" section of GMC Next.

Google Help Pages for Advanced Data Source Management

or watch the video I recorded for Merchant Center Mastery here: How to Enable Supplemental Data Feed Sources in Google Merchant Center Next


Go to the Settings & Tool icon & select Add-ons

Click the Discover Tab and Find the Advanced Data Source Management.... click the "ADD" button to enable.

Once enabled, navigate back to your Data Sources (in the Tools & Settings Icon)

Navigate to the Supplemental sources tab and get to editing your data!

Feed Rules / Attribute Rules in Merchant Center Next

For feed, or now, attribute rules in Merchant Center Next, you must FIRST enable the Advanced Data Source Management as noted above.

Google Help Documentation on Attribute Rules Here

Prefer Video? Here's a video walkthrough in Next I shot: How to Enable Feed Rules in Merchant Center Next

Once that is enabled, navigate to your Product Source (formerly called a data feed :)

And click on the Product Source / Data Feed you want to edit: 

Then click the Attribute Rules and get to making your Feed Rules!


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Kirk Williams
@PPCKirk - Owner & Chief Pondering Officer

Kirk is the owner of ZATO, his Paid Search & Social PPC micro-agency of experts, and has been working in Digital Marketing since 2009. His personal motto (perhaps unhealthily so), is "let's overthink this some more."  He even wrote a book recently on philosophical PPC musings that you can check out here: Ponderings of a PPC Professional.

He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications (including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft), and is a frequent guest on digital marketing podcasts and webinars.

Kirk currently resides in Billings, MT with his wife, six children, books, Trek Bikes, Taylor guitar, and little sleep.

Kirk is an avid "discusser of marketing things" on Twitter, as well as an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).  Kirk has booked speaking engagements in London, Dublin, Sydney, Milan, NYC, Dallas, OKC, Milwaukee, and more and has been recognized through reviews as one of the Top 10 conference presentations on more than one occasion.

You can connect with Kirk on Twitter or Linkedin.

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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