Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Merchant Center’s New Audience-Specific Promotion Feature
Google Merchant Center has introduced a **new feature** allowing merchants to define a **specific audience** for promotions. This lets advertisers restrict promotions to **new customers** or **specific locations** in Google Search shopping listings. The feature differs from the first order promotion by enabling **targeted visibility** without changing offer conditions. It supports strategies like offering exclusive discounts to new shoppers or region-specific promotions.
Optimixed’s Overview: Enhancing Merchant Promotions with Audience Targeting in Google Shopping
Introduction to Audience Targeting in Merchant Promotions
Google Merchant Center now empowers merchants with improved control over promotional campaigns by allowing the definition of target audiences. This new capability enables sellers to tailor who sees their promotions directly within Google Search shopping results.
Key Features and Benefits
- Audience Definition: Choose to display promotions only to new customers or users in specific geographical locations.
- Selective Promotion Visibility: Unlike first order promotions, this feature restricts the visibility of offers without altering the conditions of the promotion itself.
- Strategic Use Cases: For example, merchants can offer 20% off to new shoppers to encourage first-time purchases without impacting repeat buyers, or run region-specific discounts to test new markets effectively.
Impact on Merchant Marketing Strategies
This audience-targeting addition enhances promotional precision, helping merchants protect profit margins while optimizing marketing spend. By filtering promotions based on customer segments, sellers can improve campaign relevance and increase conversion rates within Google Shopping.
