Posted on November 26, 2023 | 5 minute read
Running promotions is a brilliant way to attract shoppers and get them to convert.
Implementing promotions on your website is one thing, but by adding promotions to your Google Ads, you can attract more shoppers who may not have heard of your store. Promotions on Merchant Center can be displayed across different Google properties, like Search and the Shopping tab. And in turn, this helps to catch the attention of deal-seekers and increase the probability of conversion.
Other benefits of adding promotions to Merchant Center include:
To add promotions to your products, you need to meet Google’s list of requirements:
There are three different promotions you can add to your active products:
Discounts: This includes any buy one get one free offers, percentage discounts, or cash back offers.
Free gifts: This can be used if a shopper receives a free item after meeting certain conditions.
Delivery: Free or discounted delivery.
Google’s promotion builder tool lets you input your promotions on an individual product basis. This is the recommended method if you only have a small number of promotions to add.
Using this tool you can add the following:
Now it’s time to apply your promotions to your products. When doing this you’re faced with three options:
The option you should select depends on how you want your promotions to be applied to your products: you may want all of your products to have promotions applied to them, or filter for specific products.
After this, you’ll be prompted to pick the start and end date of your promotion.
Finally, click Create promotion to apply all of your changes.
If you’ve got a large number of products you’d like to add promotions to, then we recommend this method. This involves adding a promotion feed to your account.
A promotions feed is essentially a spreadsheet containing your promotions. This can be either a .txt file, .xml file, or a Google Sheet. You’ll then upload this to Merchant Center.
Attributes that you include in your promotions feed will change how your promotions will be displayed on Google properties. Here are the required attributes:
For more information about promotion feed specifications, you can visit Google's Help Center.
Once you’ve uploaded your promotion(s), Google will review them and validate them before they go live. Typically, this process takes 12 hours but can potentially take up to 24 hours. So if you have any set deadlines, we recommend submitting your promotions as early as possible to get them approved.
Google’s approval process consists of two steps:
• Using Merchant Center’s price competitiveness report to inform your strategy
• What to keep in mind when changing your Merchant Center feed
• How to set up and manage assets for a Performance Max campaign
Tom is a Content Marketing Executive, producing content and case studies to simplify the Google Shopping experience, and help our clients discover if Google Shopping is the right channel for them. With an MA in English Literature, Tom has a passion for writing and sharing information with the masses.