New Loyalty Benefit Annotations for PLAS

Retailers with loyalty programs offering special pricing and shipping now have a powerful new tool. Google allows you to showcase these member perks directly within your paid shopping ad as an annotation. This added visibility can be the key to attracting new customers and retaining existing ones by standing out from the competition.

Member Pricing:

You can choose to display member pricing to all users or target it exclusively to loyalty members using uploaded Customer Match lists for retention purposes.

Member pricing is eligible to show across paid and organic shopping listings but only with online offers - LIA and RAAP is not currently supported.

How to set-up:

• Create a Loyalty Program within your Google Merchant Center account. VersaFeed can help with this!
• Update your product feed to include membership details using [program_label] and [tier_label] attributes. VersaFeed is able to do this for you!
• For retention efforts, upload a customer match list of existing loyalty tier members into Audience Manager. Your Google rep should be able to offer guidance on this!

Member Shipping:

Member Shipping is only available to use with uploaded Customer Match lists of loyalty members and can show in paid and organic shopping listings.

How to set-up:

• Create a Loyalty program in Google Merchant Center. VersaFeed can help with this!
• Create account-level shipping services for each loyalty program.
• Upload your customer match list of members, by tier, into Audience Manager and label the loyalty tiers correctly with the corresponding tier that was set up in the GMC.
• Update your product feed to designate appropriate [loyalty_program] by using a shipping_label subattribute.

There are no campaign settings required for these since they are simply PLA annotations. This is an advanced implementation so lean on VersaFeed to assist with the GMC and product feed implementation and your Google rep for the Customer Match/Audience Manager side of things.