Google Merchant Center adds “Creative Content” section with video assets

Google has introduced a “Creative Content” section in Merchant Center, giving brands the ability to manage video assets directly alongside product listings. The feature enhances both paid and organic visibility across Google surfaces.

Why we care. Videos uploaded here automatically sync with the Google Ads asset library for linked accounts — streamlining creative management and strengthening brand storytelling across campaigns.

Where to find it. If available in your account, look under Creative content → Video assets, just below Product Studio.

Video sources:

• Social channels (including TikTok)
• Your website
• Google’s Product Studio

The cool part. Users can map videos to specific product listings — and even use AI-powered product mapping from connected YouTube channels.

First seen. This update was first spotted by Senior Search Specialist, Casey Gill which she shared on LinkedIn.

What’s next. Marketers are eager to test how this integration impacts both performance and discoverability — early adopters, what’s your verdict so far?