How to Conduct Competitive Analysis Using Google Merchant Center Next

So you are a paid search marketer working for a brand/business or maybe even a brand owner eager to stay one step ahead of the competition in the Google Shopping arena. 

You are aware that in today’s uber-competitive digital e-commerce world, where every click counts, staying ahead requires a lot more strategic observation, planning, and execution than flaunting great products or clever ads.

The game is all about knowing your competitors inside out and crafting strategies that keep you ahead and ranking. This is where Google Merchant Center Next can help you master Google Shopping competitor analysis.

In September 2024, Google rolled out Merchant Center Next, replacing the classic Merchant Center experience.

Wondering how to get the most out of this power-packed platform? We at Mavlers, with a rich repertoire of experience in handling the paid ad needs of a cross-section of global clients, intend to help you with just that!

By the end of this blog, you will have clarity on what makes it different from its predecessor, explore the importance of competitor analysis in e-commerce success, and how to leverage Google Merchant Center Next for competitor analysis. 

Ready to outsmart your competition? Let’s get started!

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Understanding the basics of Google Merchant Center Next

Let’s kick off today’s blog by answering the fundamental question, “What is Google Merchant Center Next?”

To begin with, it is the latest version of Google’s platform for managing product feeds, but it’s not just about listing your products anymore. This update introduces tools to help you see the bigger picture—how your products compare to competitors, what’s trending in your industry, and where opportunities might be waiting.

At its core, it’s still your go-to tool for organizing and optimizing product data for Google Shopping. 

But now, it also doubles up as a guide, giving insights into pricing trends, competitor strategies, and market shifts. 

Why does competitive analysis matter in e-commerce?

You’ve got a great product, a competitive price, and a well-designed website—but somehow, the results aren’t matching your expectations. So, what’s the missing piece? Often, it’s simply understanding what your competitors are up to.

The market is constantly shifting, and your competitors are right there with it—adjusting their strategies, tweaking their prices, and reacting to changing consumer needs. In e-commerce, knowing what’s happening around you can be just as important as knowing your own product.

This is where competitive analysis comes into play. By staying aware of what your competitors are doing, you can spot areas where you can improve, identify new opportunities, and tweak your strategy to stay relevant.

That’s where Google Merchant Center Next steps in. 

With its repertoire of tools for tracking competitor pricing, market trends, and consumer behaviors, it gives you the relevant insights you need to make smarter, data-driven decisions. By understanding what’s working for others, you can fine-tune your approach and find ways to stay ahead of the competition.

What’s new? Google Merchant Center Next vs. its predecessor

Wondering how Google Merchant Center Next is different from its predecessor? Here’s a quick comparison to give you a clearer picture:

How to leverage Google Merchant Center Next for competitive analysis

If you’re ready to up your game and get a deeper look at how your competition is performing, here’s how you can unlock the power of Google Merchant Center Next for a better understanding of Google Shopping competitors:

1. Explore competitor visibility insights

In the “Competitors” section of your dashboard, you’ll spot key metrics that show you how your products stack up against the competition. 

You can see visibility, click-through rates, and rankings. These insights help you figure out where your competitors are doing well and where you might need to make some changes to get ahead.

Pro tip: If you’re lagging behind on certain products, think about revisiting your ad campaigns or tweaking product descriptions to boost visibility and help close that gap.

2. Refine your pricing strategy

Pricing is a tricky but important part of e-commerce. In the “Pricing” tab, you can see how your prices compare to the rest of the market. 

Finding that perfect price point can make all the difference in driving conversions and maximizing profits.

Pro tip: If your prices are in line with those offered by your competitors but you’re not seeing the sales you want, consider offering product bundles or limited-time discounts to attract more buyers.

3. Stay ahead of search trends

The “Search Trends” feature shows you what products are getting the most attention right now. Is there a hot product trending? Are seasonal items catching up on the popularity meter? 

These insights allow you to adjust your strategy in real-time, so you’re always in the loop with consumer behavior.

Pro tip: Keep an eye on these trends, especially for seasonal demand. This way, you can plan your inventory and marketing campaigns well in advance.

4. Monitor your ad vs. organic traffic

The Ad/Organic Ratio is an important metric that shows how much traffic is coming from paid ads versus organic search results. If your competitors are putting a lot of effort into paid ads, maybe it’s time for you to work on boosting your SEO strategy for long-term growth.

Pro tip: A balanced approach—mixing both paid and organic strategies—will give you more stability in your traffic over time.

5. Track best-sellers and stock alerts

Knowing what products are flying off the shelves or which ones are running low can give you an added advantage. 

Google Merchant Center Next highlights the best-sellers in your category and alerts you when your competitors are out of stock. This is your chance to jump in and take advantage of their missed opportunities.

Pro tip: Pay attention to when competitors run out of stock. This gives you the perfect opportunity to tweak your inventory or promote your own products, capturing those potential sales.

The road ahead

On that note, if you are confused about choosing between Google Ads and Microsoft Ads, we suggest reading ~ Google Ads vs Microsoft Ads: Which One is Right for Your Business?