Merchant Promotions basics

This article explains the benefits of Merchant Promotions and how it works.

Merchant Promotions is a free feature that allows you to distribute online promotions with Shopping ads on When you add promotions to products that you sell on Google, shoppers see a “special offer” link (e.g. 15% off, free shipping, etc.). This link can increase the appeal of your Shopping ads and encourage shoppers to buy. 

Note: Cost per click (CPC) rates still apply.


  • Boost clickthrough rate: Use promotions to highlight your Shopping ads
  • Increase conversions: Give shoppers a reason to buy now
  • Capture multi-screen traffic: Google shows “special offer” links on desktop and mobile devices 

How it works

Merchant Promotions starts after you submit a products feed to Google Merchant Center. Once you have an active products feed, you can create a promotion for each type of promotion you want to offer. After you create a promotion, Google reviews it. 

Google accepts the following promotions: 

  • Discounts: Percent off, cash back, buy one get one free, or buy one get 2nd percent off
  • Free gifts: Free item or free gift card for a specified value
  • Shipping: Free or discounted shipping 

Note: All approved promotions display with your Shopping ads on Promotions feeds do not affect rankings on Google.

Google rejects promotions that can't be used by all audiences who are using Shopping ads, such as promotions offered to a specific group (e.g. first-time customers, military members, etc.). Learn more about promotion types.
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