How to Gain a Competitive Edge with Google Manufacturer Center’s Variant & Group Insights?

Our previous post explored how the Google Manufacturer Center Insights section offers a comprehensive overview of Competitive Brands and Products Analytics and how they can help refine your business strategies. 

It helps identify key trends and competitor activity with which manufacturers can stay ahead in the e-commerce market. It helps refine their marketing strategies, and maintain a competitive edge.

In this blog, we will take a deeper look into the manufacturer center Insights section, focusing on Variants and Groups analytics. These tools provide granular insights into specific product groups and individual variants, enabling better brand decisions.

The Product Insights section of the Google Manufacturer Center is divided into two key areas: Variants and Groups. Each of them offers valuable data to help you understand and optimize your product performance. Let’s explore each section:

Variant Analytics

The Variant Analytics section provides in-depth insights into individual product variants, allowing manufacturers to optimize product performance. These insights help refine product listings and enhance product visibility and conversions.

– Price Trends

This section shows the changes in the market price of your product over a selected period. You can see the average or median price by impressions and clicks, and the most recent manufacturer’s suggested retail price (MSRP).

– Top Search Terms

This section highlights the most common search queries that lead shoppers to your product variants. Understanding these search terms allows you to optimize your product listings with relevant keywords, simultaneously improving visibility and attracting more potential buyers. It helps you refine your product content to drive more conversions.

Group Analytics

If your product catalog has products that vary by distinguishing features (like size, color, or material), you would want to compare performance between product groups. Group product variants using the item group ID attribute to show them as a group instead of showing them individually.

– Top products with shared impressions

This section highlights products whose Shopping ads frequently appear alongside your own Shopping Ads. The percentage below indicates how often these products appear next to yours. It helps you identify new competitors early, thereby allowing you to adjust your advertising strategies to stay competitive. 

– Top search terms

This section highlights the most common search queries that lead consumers to your product groups. It shows the percentage of your product’s clicks or impressions that resulted from the search term.

Understanding shopping trends and competitor activity is vital to staying ahead of the curve. Thus, optimally utilizing these manufacturer center insights can refine your marketing approach and make informed product decisions, ultimately positioning your brand for success in a dynamic marketplace.

However, submitting detailed product information to the Google Manufacturer Center is crucial for accurate analytics. This is where the Simprosys Manufacturer Feed app for Shopify comes in. It simplifies the process of submitting rich product data to Google, empowering you to make better decisions and gain a competitive edge.

Wish to know more about the Google Manufacturer Center? Dont’ worry, we can help! Drop your queries in the comments section, and we will get back to you.