Types of Google Shopping promotions
In the Merchant Centre, you can apply the three following types of promotions:
- Discounts – Providing a percentage discount, a buy-one-get-one-free offer, or a buy-one-get-the second discounted offer.
- Free Gift – your customer receives a free gift or gift card when they spend a specific amount on your website.
- Delivery – free or discounted delivery fees.
- Cashback and rebates (you must highlight this at checkout), and mail-in rebates are not permitted.
Why?
The main purpose of using Google Shopping promotions is to distinguish yourself from your competitors, and to encourage potential buyers to visit your website. Adding discounts will help to increase your click-through rates and conversions, but dig a little deeper, and you’ll find greater rewards for your promotional efforts.
By introducing a promotion which only functions when the basket value reaches a specified amount, your customers are likely to add more items to their basket than they were initially looking to buy. Therefore, by running these promotions, you’re able to increase your average order value, making each converting click more valuable.
What’s more, discounting the consumable items in your inventory can increase your customer lifetime value. This enables you to prompt customers to return organically for replenishable products, resulting in a gateway to high-value customers to your store.
How do I add promotions in Google Shopping?
You can add promotions in Google Merchant Centre if your product feed is currently active. For some, you can navigate directly to the “Promotions” tab down the left-hand side in the Merchant Centre. However, if this doesn’t appear, you will need to fill out the Merchants Promotions Interest Form, which will enable you to add the Promotions Feed within 24 hours.
From the Promotions Feed, tap in the items you’re looking to discount, and add a suitable promotion (as listed above).
Don’t worry, CPC rates aren’t affected by promotions, meaning your ranking remains unaffected too.
