Google has launched ‘1st Order Promotions’ for Shopping ads. The new update is aimed at helping merchants attract first-time customers through exclusive, automated discounts.

According to Google, 1st Order Promotions lets merchants give percentage or dollar discounts to new customers directly in paid listings. For instance, if a user is identified as a new customer, Google will highlight a brand’s promotional offer directly in their ad, making it more visible to that user.

Here’s how Google explained it: “By utilizing New Customer Acquisition Goal in Google Ads campaigns, Google will show the 1st Order Promotions in a highlighted UI when we determine a shopper as a new customer for your business.”

The promotion is currently available only to U.S. merchants on an allowlist and will appear directly in paid Shopping ad listings when the company’s systems identify a shopper as new to a business.

How merchants can use the 1st Order Promotions update

To use 1st Order Promotions, merchants need to activate the New Customer Acquisition Goal within their Shopping ad campaigns. This signals Google to prioritize visibility for promotions that target new shoppers.

Google says these promos do not work on free listings. They are exclusive to paid ads and must go through Google’s approval process in the Merchant Center, whether by using a feed, the promotion builder, or the API.

The types of discounts supported are either a percentage off or a fixed dollar amount. However, Google clarified that promotions tied to additional conditions, such as a required minimum spend, are currently not supported.

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