Google has introduced 1st Order Promotions (New Customer Promotions) for Shopping ads, allowing merchants to automatically offer exclusive discounts to first-time buyers directly within their paid listings.
Why it matters:
- Helps brands stand out in competitive Shopping results.
- Boosts click-through and conversion rates by removing friction for new customers.
- Makes customer acquisition more cost-effective by offering visible, auto-applied promotions.
Key details:
- Discount options: % off or fixed dollar amount.
- No minimum spend allowed.
- Only for paid Shopping ads (not free listings).
- Campaigns must use the New Customer Acquisition Goal.
- Promotions require approval in Google Merchant Center.
- Currently U.S.-only, and limited to allowlisted merchants.
Check Google’s official setup guide for full implementation details.
