Google introduced new loyalty features in Google Ads and Merchant Center that surface member pricing and shipping benefits across both free and paid product listings on Google.
Google Ads and Merchant Center loyalty features
The update lets retailers present member-only pricing and shipping perks to signed-in users across free and paid listings. Personalized annotations show discounts by loyalty tier to eligible shoppers.
- Available now for retailers using Google Ads and Merchant Center.
- New loyalty goal in Google Ads to manage budgets for high-value shoppers and adjust bids.
- Sephora US uses personalized annotations to display loyalty-tier discounts to eligible customers and reported a 20% lift in click-through rate for personalized ads shown to loyalty customers.
- Google says the features help retailers strengthen customer relationships and showcase loyalty programs on Google.
Availability and setup
Setup guidance is available in Google's Merchant Center Help. See loyalty offerings for requirements and implementation steps.
Background
Merchant Center is Google's platform for retailers to manage product data for Google surfaces. It supports both free and paid product listings.
According to eMarketer (November 2024), 61% of US adults cite a loyalty program that matches their preferences as the top draw in personalized shopping.
What to watch
Google said it will share additional information at Think Retail on September 10.
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