Google has launched a new promotion, the 1st Order Promotion, aimed at attracting new customers. Similar to the loyalty program's shipping annotation, this offer is based on audiences and highlights a promotion via a hyperlink annotation in Shopping Ads. When clicked, a pop-up window provides more details.
Key things to note:
- Availability: Currently, this promotion is only available in the U.S. and requires account allowlisting through a Google representative or by contacting Google's support team.
- Promotion Types: Supported promotion types for new customers include percentage or dollar discounts. These discounts must not require a minimum spend at this time.
- Placement: The promotion annotation can only appear on Shopping Ads, not Free Listings.
- Multiple Promotions: If multiple promotions apply to the same product, Google will display the promotion it deems most effective.
Setup:
Once your account is allowlisted, setting up the 1st Order Promotion is similar to creating other merchant promotions in Google Merchant Center using the promotion builder tool. In the Audiences section, select Show to a preferred audience, then click Add an audience and choose New Customers. Additionally, in the Promotions Conditions section, select First order under Eligibility Requirements.