On this page
- Benefits
- Eligibility requirements
- How to create a promotion
- Promotion criteria
- Policies
- Manage automated promotions data source
Benefits
Promotions allow you to distribute online offers across different Google properties like Google Search, the Shopping tab, Google Chrome and more. When you add promotions to products that you sell on Google, shoppers will see a 'Special offer' link (e.g. 15% off or free delivery) that can increase the appeal of the products that you show and encourage more shoppers to buy.
The deals page on Search
In the US, Google also has a deals page on Search that shows products for sale from merchants across the web. When you create promotions that are eligible to be shown on Search, your products will appear on the deals page. No additional action is needed from you.
Shoppers can access the deals page by searching 'shop deals'. They can look for deals in specific categories by searching 'shop electronic deals', for example.
Eligibility requirements
To be eligible for the promotions add-on, you must meet the below criteria:
- You advertise in Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Korea, the Netherlands, Spain, the UK or the US.
- You aren't connected to a marketplace (an online platform that provides a place for multiple individual merchants to sell their products).
- You have active and approved accounts in Google Ads and Merchant Center, with at least one active product and one claimed URL.
If you are currently ineligible for promotions, you may still need to meet one or more of the eligibility requirements. Contact us for help enrolling in promotions.
Activate the promotions add-on
The promotions add-on may be automatically activated for eligible accounts. If you are eligible but the add-on wasn't activated automatically, follow these steps to activate promotions manually:
In your Merchant Center account, click the tools and settings icon
.
Select Add-ons.
Locate the 'Promotions' add-on card under the 'Discover' tab.
Click Activate.
The promotions add-on will now be activated for your account. You may skip these steps if the add-on was automatically enabled.
How to create a promotion
If the add-on is enabled, 'Promotions' will appear in the navigation bar of your Merchant Center Next account. To create a new promotion:
In the navigation menu of your Merchant Center account, click Promotions.
Under the 'All promotions' tab, click Add promotion.
From here, you can add promotions in three ways:
- Add each promotion individually with the promotion builder tool.
- Submit a promotions data source.
- Upload promotions via the Content API.
Promotion criteria
To use promotions, they must meet the following criteria:
- Be redeemable at checkout or by the time of purchase
- Expire within six months (183 days) from the date that the promotion starts
- Comply with promotions policies and editorial requirements
- Adhere to the account's limit on the total number of active promotions
You also need to create promotion types that are usable for anyone who shops on Google.
Promotion types allowed
You can use the following promotion types:
| Promotion | Type | Additional information |
|---|---|---|
| Discounts | £ off or % off | Discounts must be at least £5 or 5% off |
| x% off, maximum discount £y | N/A | |
| £x off £50+, £y off £100 or £z off £150 | Tiered discounts allowed | |
| x% to y% off | Floor discounts (like a minimum amount or percentage saved) must be stated | |
| Buy one get one free or buy one get a second x% off | N/A | |
| £x cash back or £x cash rebates | Must be reflected in the basket or at checkout | |
| Free gifts | Free item | Must clearly describe the free gift and any associated restrictions or conditions (like if a purchase is required). The item can't be samples or trials |
| £x gift card on purchase | Title must clearly state the gift card value and the gift card must be from your own shop | |
| Delivery | Free delivery |
Must have valid redemption code Exception: No redemption code necessary when combined with another permissible promotion (e.g., free delivery + 10% off) |
Promotion types not allowed
You can't use the following promotion types:
| Promotion | Type | Additional information |
|---|---|---|
|
Vague discounts |
Up to y% off or 'as much as £x saved' | Floor discount must be stated |
| x% cash back or reward points back |
Cash back in percentage and reward points aren't allowed. Exception: If combined with a permissible promotion |
|
| Overly restrictive | All promotions restricted to a subset of shoppers (e.g., military discounts, birthdays, PayPal users and others) | N/A |
| Other | Discounts must not already be reflected on the product landing page | N/A |
| Delivery discounts without a redemption code and not combined with a permissible promotion | N/A | |
| Promotions exceeding a duration of six months | N/A |
Policies
Google's policies provide important guidance for retailers participating in promotions. To make sure that you understand the expectations, review the editorial requirements and policies. Google disapproves promotions that don't comply with these requirements and policies.
Automated promotions data source
The automated promotions data source helps you automatically share your live promotions with Google without having to manually create them in your Merchant Center account.
Google will extract eligible live promotions from your products' web pages (also referred to as the product detail page) so that they will be automatically showcased on free listings and Shopping ads on Google.
Learn how to manage automated promotions.