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Digital Phablet reports that Google Merchant Center has introduced a new feature allowing certain merchants and advertisers to specify an audience for their promotions. This update enables a more targeted approach by showing promotional offers only to specific groups or regions within Google Search for shopping listings.
This feature was highlighted by Heidi Sturrock on LinkedIn, noting that merchants now have the ability to define an audience when creating a promotion. For instance, they can choose to display the promotion solely to new customers or based on location, enhancing campaign precision.
A screenshot of the new functionality shows a setting where merchants can pick their desired audience, making it possible to tailor promotions more effectively.
This audience targeting differs from the initial order promotion feature, which simply set the conditions of how an offer appears in shopping results without restricting who could see it. Heidi explained that while the new feature allows for audience restriction, it doesn’t influence the display conditions of the offer itself.
Heidi provided practical examples of how this feature can be used:
- Offering a 20% discount for first-time orders exclusively to new shoppers, while maintaining margins on returning customers.
- Running region-specific discounts tailored to new markets without offering the same deal elsewhere.
The feature has been discussed on various forums and professional communities, emphasizing its potential to optimize promotional campaigns and reach targeted customer segments more effectively.
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