Google is pushing advertisers toward a more modern, scalable infrastructure for Shopping integrations\u2014bringing new capabilities (including AI tools) directly into scripting workflows.<\/p>
What\u2019s happening<\/strong>. Google Ads scripts will begin supporting the Merchant API starting April 22nd, as Google prepares to retire the Content API for Shopping on August 18th. The new API will be available as an Advanced API in the scripts editor, while the existing Content API remains usable until its official sunset.<\/p> What\u2019s new:<\/strong> The Merchant API introduces a modular architecture, breaking functionality into sub-APIs that allow for faster updates, easier maintenance, and fewer disruptions. It also expands capabilities with features like the Google Product Studio API for generative AI, dedicated APIs for managing product and store reviews, and a Notifications API for real-time updates. <\/p> In addition, advertisers gain more control over data management, including supplemental product data, local and regional inventory, and promotions\u2014all within a system designed for omnichannel use while still supporting legacy setups.<\/p>
Why we care. <\/strong>The Merchant API gives advertisers more a more flexible way to manage product data at scale, especially for complex or omnichannel setups. It also introduces new capabilities\u2014like AI-driven content tools and improved data handling\u2014that can enhance feed quality and performance. Just as importantly, with the Content API being retired, adopting the new system is essential to avoid disruption and stay competitive.<\/p> Yes, but<\/strong>. Migration will require some adjustment\u2014especially for advertisers with custom scripts or complex feed setups tied to the legacy API.<\/p> Bottom line<\/strong>. For advertisers using scripts, this is an opportunity to upgrade to a more powerful and scalable integration, unlocking new features while future-proofing Shopping workflows before the cutoff.<\/p> Dig deeper. <\/strong>Merchant API is coming to Google Ads scripts starting April 22, 2026<\/p> <\/div> Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page\u2019s content was written by either an employee or a paid contractor of Semrush Inc.<\/em> <\/p> ![\"Anu](\"https:\/\/searchengineland.com\/anu-adegbola-2\" "\\"Merchant")
<\/div> <\/p><\/div>
Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span> since 2024. She covers<\/span> paid search, paid social, retail media, video and more.<\/span><\/p> In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. <\/span><\/span>Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of <\/span><\/span>weekly podcast PPC Live The Podcast.<\/span><\/span><\/p> She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.<\/span><\/span><\/p> <\/p><\/div> <\/p><\/div> <\/p><\/div> <\/p><\/div> <\/p><\/div> <\/div> <\/p>
<\/p><\/div>
News#Merchant #API #lands #Google #Ads #scripts #ahead #Content #API #sunset1776126086<\/p> ","protected":false},"excerpt":{"rendered":"
Google is pushing advertisers toward a more modern, scalable infrastructure for Shopping integrations\u2014bringing new capabilities (including AI tools) directly into scripting workflows. What\u2019s happening. Google Ads scripts will begin supporting the Merchant API starting April 22nd, as Google prepares to retire the Content API for Shopping on August 18th. The new API will be available […]<\/p>\n","protected":false},"author":1,"featured_media":6425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[152,1612,4326,185,75,11936,556,83,24031,24032],"class_list":["post-6424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers","tag-ads","tag-ahead","tag-api","tag-content","tag-google","tag-lands","tag-merchant","tag-news","tag-scripts","tag-sunset"],"acf":[],"_links":{"self":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts\/6424","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6424"}],"version-history":[{"count":0,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts\/6424\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/media\/6425"}],"wp:attachment":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6424"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=6424"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=6424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}