Google Merchant Promotions: how to set up Google programms


8 minutes


Google Merchant Promotions is a free feature that allows you to add special offers to your Shopping ads: discounts, gifts, shipping terms.

Promotions can significantly increase the CTR, as this is an additional line of text that visually distinguishes the ad from competitors and provides additional ad space for the offer.

This is how it looks:

Google Merchant Promotions в выдаче

Clicking on the mark displays information and a button to go to the store:

And this is how promotions are displayed in Google Shopping tab:

Акции в Google Покупках

On mobile devices, “special offer” links are not displayed: the offer is immediately indicated (discount, promotional code, delivery terms, etc.).

Merchant Promotions на мобильных устройствах

Merchant Promotions can be used as one of the ways to optimize advertising campaigns. Promotions are great for seasonal sales promotions such as Halloween, Black Friday, Christmas, and other holidays. There is a similar Promotions extension for search advertising too.

Today we will go into detail about Merchant promotions: program features, rules for participation, customization and performance analysis.

Let’s get started!

Features of Google Merchant Promotions – Setting up Merchant Promotions

Promotions for Google Shopping are available in Australia, UK, Germany, India, USA, and France.

What are the requirements for setting up Merchant Center promotions? For special offers you can use:

  • discounts: in percentage or cash equivalent, money back, promotions 1 + 1 = 3.
  • the minimum discount is $ 5 or 5%;
  • gifts: +1 product (NOT a sample), a gift card for a product from your store;
  • delivery terms: free or with a discount when ordering from X $.

Can not be used:

  • offers for a narrow audience, for example, for new customers, students, pregnant women, PayPal users, people with blue eyes;
  • vague discounts, for example, up to X%;
  • money back in % and bonus points;
  • sweepstakes;
  • goods that are usually free;
  • promotions that are normal conditions, for example, if you always have free shipping, then this is not a promotion, you cannot apply it;
  • VAT.

Other restrictions:

  • the price on the landing page should be displayed without a discount: the amount is changed (automatically or after the introduction of a promotional code) already in the basket when placing an order;
  • the maximum validity period of the promotion is 6 months (183 days) from the start date;
  • you can hold no more than 500 promotions at a time.

Google Merchant promotions can be applied at the product level. Google allows you to add up to 10 promotions per product.

Where and how to turn on Merchant Promotions – setting up Merchant promotions

How to set up Merchant promotions?

To create promotions, you must already have a product feed in Google Merchant Center. Before you start setting up your promotions, make sure it is up to date.

You can connect promotions in your Merchant Center account if you have Administrator rights → Account Development → Manage Programs:

Подключение опции в Merchant Center

After clicking on the Start button, a form will appear that you need to fill out.

Or you can request an option connection directly through the form.

When the request is moderated, a new tab will appear in your account under Marketing – Promotions. And then you can set up promotions in 2 ways:

  • through the Promotions tab;
  • using a special feed.

If you plan to constantly work with promotions in which data often changes (products, display schedule, conditions of receipt, etc.), it is more convenient to create a feed and make appropriate changes to it.

#1 Create promotions via the Promotions tab – setting up Merchant promotions

Go to the Promotions tab → the “+” button:

Создание акций через вкладку Promotions

Fill in all the fields:

Создание акций через вкладку Promotions

Specify the name of the Promotion (the user will see it) and the promotion id (only you will see it, to understand what kind of promotion it is). If you want to set up a promotion for specific products, specify the id of these products in the promotion id attribute in the feed:

Создание акций через вкладку Promotions

Select products that qualify for the promotion:

  • Those that match the promotion id attribute;
  • All goods;
  • Ssing a filter: by product id, product type, brand or product group id. Here you can insert several values at once, one per column.
Настройка акций Merchant

If you are using a promo code, indicate it as well:

настройка акций Merchant

The last step – specify the expiration date:

Настройка акций Merchant

Your ad promotions should appear in the Merchant Center with a Pending status.

Penguin-team PPC Agency recommends creating a promotion at least a few days before it starts. Usually Google is quick to approve of them, but it’s a good idea to play it safe. Once approved, the promotions will run according to the schedule you created.

#2 Create a feed for promotions – set up Merchant promotions

The principle of creating a Promotion Feed is no different from creating a regular product feed. Google supports uploading Promotion Feed in .txt file, .xml file, or Google Sheets.

The feed must contain the following required attributes:

  • promotion_id – the identifier of the promotion (indicated to understand what kind of promotion we are talking about);
  • product_applicability – indicates which products the offer applies to: all_products or specific_products. If you are using specific_products, then it is important to match the specific promotion_id with the corresponding products in your Google product feed;
  • offer_type indicates whether buyers need a coupon code to redeem an offer: no_code or generic_code. If you use a code, write it down;
  • long_title – the name of the promotion for the user;
  • promotion_effective_dates – date and time when the promotion is active;
  • redemption_channel – indicates that the promotion is valid when buying online. Valid value: online.

Click on the picture to open the template:

When the feed is ready, you need to upload it. Here everything is the same as when uploading a regular product feed, only upload it on the Promotions tab:

Загрузка фида

Important! If the promotion is confirmed and launched, you cannot edit the information and terms. To change, you need to set up another promotion with a new promotion_id.

Tracking Promotion Performance – Setting Up Merchant Promotions

Unfortunately, you will not be able to see specific data on the effectiveness of promotions. However, this does not mean that you will be completely non-devout. You can view the results in your Google Ads and Google Analytics account (if ecommerce is set up).

In your Google Ads account, go to Shopping campaign → Segment → Click type → Shopping ad – coupon click type. This type reports on clicks on the link “Special offer” and “Store”.

Отслеживание эффективности акций

To check the impact of a promotion, compare the CTR at the campaign level. Your Clicks and CTR may seem low, but impressions and conversions are usually higher.

So you can roughly understand how the expansion affects the final results.

Google Analytics – Setting up Merchant Promotions

If you have enhanced e-commerce configured and use a promotional code as a promotion, you can track the results in Analytics:

Отслеживание эффективности акций

In the report, you can select the segment of those who came from Google Ads or a specific campaign.

Do you want to connect promotions or optimize your campaigns? Leave a request 👇

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1.Кликов 259, показов 3 515. Чему равен CTR?
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3.Что такое СРА?
4.CTR 4,03%, кликов 240. Чему равно число показов объявления?
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