Google has added a new “Creative Content” section to Merchant Center. The update aims to give brands more control over how their videos appear alongside product listings. The feature, reported by Search Engine Land, lets advertisers upload, organize, and connect product-related videos directly within Merchant Center.

A look at how Creative Content works

The new section appears under Creative content → Video assets, positioned just below Product Studio. From here, marketers can upload videos from several sources, including social platforms like TikTok, their brand websites, or Google’s own Product Studio.

Once uploaded, these videos automatically sync with the Google Ads asset library for linked accounts. This means teams running campaigns can pull the same creative assets directly into their ads without having to re-upload or manage them separately.

Google also introduced an AI-powered option that maps videos from connected YouTube channels to specific products. For instance, if a retailer showcases a product demo or review on YouTube, the system can automatically associate that video with the relevant product in Merchant Center.

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