If you’re running Google Shopping ads and not using promotions, you’re leaving clicks and conversions on the table.
Google Merchant Center promotions allow you to showcase special offers like discounts, free shipping, or gifts directly within your product listings. These offers appear right where shoppers are comparing prices, which makes them incredibly effective at increasing visibility and click-through rates.
The good news? Setting them up is simpler than most advertisers think. Here’s how to do it the right way.
Step 1: Confirm Your Account Is Promotion-Ready
Before you start, make sure:
- Your Google Merchant Center account is approved and active
- Your products comply with Google Shopping policies
- Promotions are available in your target country
If promotions are enabled, you’ll see Promotions in the left-hand menu of Merchant Center.
Step 2: Navigate to Promotions
- Log into Google Merchant Center
- Click Marketing in the left navigation
- Select Promotions
- Click the + Create promotion button
If this is your first promotion, Google may walk you through a short onboarding step.
Step 3: Choose the Right Promotion Type
Google supports several promotion formats, including:
- Percentage or dollar-off discounts
- Free shipping offers
- Buy one, get one (BOGO) deals
- Free gifts with purchase
Choose a promotion that aligns with your margins and your customer’s buying behavior. The best promotions feel valuable without feeling gimmicky.
Step 4: Enter Your Promotion Details
This is where accuracy matters. You’ll need to define:
- Promotion title (what shoppers will see)
- Discount amount or benefit
- Coupon code (if required)
- Start and end dates
- Any eligibility requirements (minimum purchase, exclusions, etc.)
Google reviews promotions closely, so everything you enter here must match what’s shown on your website, exactly.
Step 5: Select Eligible Products
You can apply promotions to:
- All products in your feed
- Specific product IDs
- Product groups based on brand, category, or custom labels
Using custom labels is especially helpful if you’re running multiple campaigns or seasonal promotions.
Step 6: Make Sure the Promotion Is Live on Your Website
This step is non-negotiable.
Your promotion must be:
- Clearly visible on your site
- Fully functional (coupon codes must work)
- Aligned with the promotion details submitted to Google
If Google can’t verify the offer on your site, the promotion will be disapproved.
Step 7: Submit and Wait for Review
Once everything is set:
- Submit the promotion for review
- Approval typically takes 24–48 hours (it’s best to plan ahead, especially during peak sales seasons like Christmas where approval times could take longer)
After approval, your promotion will automatically appear on eligible Shopping ads and free product listings.
Step 8: Monitor and Optimize
Promotions aren’t a “set it and forget it” tactic. Keep an eye on:
- Click-through rate (CTR)
- Conversion rate
- Approval or disapproval status
Pause underperforming promotions, test new offers, and align them with peak buying periods to maximize impact.
Best Practices to Keep in Mind
- Keep promotion titles clear and benefit-driven
- Avoid exaggerated or misleading language
- Time promotions around high-intent moments (sales events, holidays)
- Pair promotions with Performance Max or Shopping campaigns for stronger results
Google Merchant Center promotions are one of the easiest ways to make your Shopping ads work harder without increasing ad spend. When done correctly, they create urgency, build trust, and give shoppers a compelling reason to choose your product over the competition.
At TryAds, we know Google Shopping. If you need assistance, contact us today!