Participation criteria and policies

This article provides details about where the promotions feature is available, participation criteria and programme policies.

Use promotions to highlight the benefit of purchasing from your shop when shoppers decide where to buy. Shoppers can see your online promotions on Shopping ads as well as free product listings appearing on the Shopping tab in the US (may also appear outside the US as well) – whether they're on a mobile or a desktop device.

Curious about the value that promotions can add to your business? Take a look at how Office Depot used promotions to improve ad performance.


Promotions are available in the following countries: Australia, France, Germany, India, the UK, Canada and the US. If you're interested in participating, complete this form.

Note: To complete the form, you must have a Google Merchant Center account with an active products feed. Learn how to configure your accounts.

Participation criteria

To use promotions, they must meet the following criteria:

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


£ 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 minimum amount or percentage saved) must be stated
Buy one get one free or buy one get 2nd 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 the item can't be a sample or trial
£x gift card on purchase Title must clearly state the gift card value and gift card must be from your own shop
Delivery Free or discounted 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 percent and reward points are not allowed.

Exception: If combined with a permissible promotion

Overly restrictive x% off for first-time customers n/a
All promotions restricted to a subset of shoppers (e.g. military discounts, birthdays, PayPal users) 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 6 months n/a
More than 500 live promotions at once n/a

Note: You can have up to 500 open promotions at any given time. If you have reached the open promotions limit, Google will not approve additional promotions.


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 do not comply with these requirements and policies.

Was this helpful?
How can we improve it?