I’m thrilled to sit down with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. With her extensive expertise in digital marketing, Anastasia offers unparalleled insights into the ever-evolving world of paid search and retail media strategies. Today, we’re diving into Google’s latest innovation—Brand Profiles in Merchant Center Next. In this conversation, we’ll explore how this feature aims to help retailers stand out, its role in Google’s broader Search strategy, and the potential benefits and challenges for merchants as access expands.
How does Google’s introduction of Brand Profiles in Merchant Center Next aim to support retailers in a competitive online shopping space?
The primary goal of Brand Profiles is to give retailers a unique edge in an overcrowded digital marketplace. With shopping searches becoming more saturated, simply listing products isn’t enough anymore. Brand Profiles allow merchants to showcase their story and values directly in Search results, creating a deeper connection with potential customers. This differentiation can influence buying decisions much earlier in the customer journey, helping retailers stand out by emphasizing what makes their brand special beyond just price or product features.
In what ways can highlighting a brand’s story and values through this feature impact customer behavior?
When a brand shares its story and values, it builds an emotional connection with shoppers. This can be a game-changer in decision-making because people often buy from brands they trust or feel aligned with. For instance, if a retailer emphasizes sustainability or community impact, it can resonate with customers who prioritize those values, nudging them toward a purchase. It’s about creating a narrative that makes the brand memorable and relatable, which can ultimately drive loyalty and repeat business.
Can you walk us through how Brand Profiles function within Merchant Center Next?
Brand Profiles are integrated into the “Brand” section of Merchant Center Next, though right now, they’re not editable for most users since the feature is in early testing. When fully accessible, merchants can use this space to highlight key aspects like their brand values, business descriptions, and product categories. It’s a dedicated area to craft a compelling identity that shows up in Search results, making the brand more visible and engaging to potential customers.
What role do multimedia elements play in enhancing visibility through Brand Profiles?
Multimedia elements like images, videos, and offers are crucial for making Brand Profiles pop. They add a visual and dynamic layer to the brand’s presence in Search results, which can grab attention far more effectively than text alone. For example, a short video showcasing a product in action or a striking image of a seasonal promotion can draw shoppers in, increasing the likelihood they’ll click through to explore more. It’s about creating an immersive experience right at the point of search.
What kind of data or feedback can merchants expect to gain from customer interactions with Brand Profiles?
Merchants will have access to insights on how customers engage with their brand content through Brand Profiles. This includes metrics on views, clicks, and other interactions, which can help them understand what resonates most with their audience. These analytics are invaluable for refining their approach—whether it’s tweaking the messaging, adjusting visuals, or highlighting different offers. It’s a way to gauge shopper interest and optimize for better performance over time.
Who currently has access to Brand Profiles, and what limitations are in place during this testing phase?
Right now, access to Brand Profiles is restricted to a select group of accounts participating in the early testing phase. Even within those accounts, only super admins have editing rights, which limits who can experiment with the feature. This controlled rollout allows Google to gather feedback and iron out any kinks before expanding availability to a broader audience, ensuring the tool is as effective as possible when it reaches more users.
How does the launch of Brand Profiles at Google Marketing Live 2025 reflect Google’s larger vision for Search?
Unveiling Brand Profiles at Google Marketing Live 2025 signals that Google is doubling down on making Search a more immersive, brand-centric experience. They’re clearly focused on evolving Search beyond transactional queries to a space where storytelling and brand identity play a bigger role. This move positions Google to compete with retail media networks that already prioritize brand narratives, showing their intent to keep merchants and shoppers engaged within their ecosystem by offering richer, more personalized interactions.
What potential advantages might merchants see as Brand Profiles become more widely available?
As access expands, merchants could see significant boosts in key areas like click-through rates and conversions. Brand Profiles offer a chance to make a stronger first impression in Search results, which can drive more traffic to their listings. Beyond clicks, the enhanced storytelling can improve conversion rates by building trust and relevance with shoppers. Over time, this could reshape how customers perceive a brand, potentially leading to higher sales and stronger brand equity in a competitive market.
What steps can merchants take now to prepare for using Brand Profiles once they gain access?
Even with limited access, merchants can start preparing by refining their brand story and gathering high-quality assets like images and videos that align with their identity. They should also think about how to articulate their values and unique selling points in a concise, impactful way. Additionally, ensuring their Merchant Center Next setup is optimized and their team is familiar with the platform will help them hit the ground running when Brand Profiles become available to them.
What is your forecast for the impact of Brand Profiles on retail media strategies in the coming years?
I believe Brand Profiles will become a cornerstone of retail media strategies as they roll out more widely. They’re likely to shift how merchants approach Search, pushing a greater emphasis on storytelling and visual engagement over pure product listings. As Google continues to refine this feature, I expect it to integrate more deeply with other tools, offering even richer data and customization options. This could redefine competition in retail media, with brands that master storytelling gaining a significant edge in capturing shopper attention and loyalty.
