Getting a new Google Merchant Center (GMC) account up and running used to be a fairly predictable process. But then Google dropped Merchant Center Next on us. It’s a cleaner interface, sure, but if you’re used to the old "Classic" UI, you might feel like you’re looking for your keys in a house where someone moved all the furniture.

In my latest walkthrough for Merchant Center Mastery, I set up a brand new GMC Next account from scratch. I’ve spent my career in the original UI, so this was a "learn-along-with-Kirk" session. Here’s the "A-to-Z" on getting your ecom brand rolling in the new era.

The GMC Next Setup Checklist

Google is trying to make this "easy," but there are still plenty of spots where you can trip up. Here’s the path we took in the video:

1. Business Basics: Address, phone verification, and claiming your URL. (Pro tip: Use an HTML tag or Google Tag Manager to claim your site—it’s usually the path of least resistance).
2. Shipping & Taxes: Don’t let the complexity scare you. Even if you have a flat rate, you have to get this in there.

Kirk’s Golden Rule of Taxes: Your GMC tax settings must be at or above what you actually charge on-site. Google hates it when a user sees a price in the SERP and then gets hit with a higher "surprise" tax at checkout. Over-estimating is safer than under-estimating.

1. Data Sources (The New "Feeds"): Google is moving away from the word "Feed" and toward "Data Sources." Whether you use a Google Sheet template, a scheduled file, or the Content API (via apps like Symprosys—which I love for its price point), the goal is the same: get that data formatted correctly.
2. The "Hidden" Link: You still have to link Google Ads. In GMC Next, this is buried under People & Access > Manage in Business Manager. Don't miss this, or your products will just sit there gathering digital dust.

New Features to Keep an Eye On

GMC Next isn't just a reskin; it’s adding some genuinely cool (and slightly scary) stuff:

• Product Studio: This is Google’s new AI-powered image playground. Want to put your product on a snowy mountain or a life raft without a photoshoot? You can do that here.
• Checkout Settings: You can now test sending users directly to your cart or checkout page from a Shopping ad. It’s worth a test for high-intent products, but keep an eye on your AOV.
• Product Protection: I recommend turning this on (maybe at 90%). It’s a fail-safe that stops Google from deleting your entire product catalog if your feed suddenly breaks or your Shopify app glitches.

The "RIP Classic" Reality Check

At the time of this recording, "Feed Rules" and "Supplemental Feeds" are still rolling out to Next. If you don't see them yet, don't panic—Google’s Ads Liaison has confirmed they are on the roadmap. We’re all riding the "Next" train together, so let's make sure we don't fall off the tracks.

Watch the full setup here: How to Set Up a New GMC Next Account

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