Google introduces the new “Sale Event” promotion type in Merchant Center

Google has recently introduced a new promotion type in its Merchant Center – “Sale Event”, which allows merchants to effectively promote discounts and sales without tying them to specific products. This new tool opens up new opportunities for advertisers, making the process of creating and managing discount campaigns much simpler.

What is “Sale Event”?

Instead of creating promotions for individual products, merchants can now promote general sales and discounts. For example, you can advertise a campaign like “All items up to 70% off” across all purchases. This format allows you to cover a wider range of products, rather than limiting yourself to specific items.

Merchants can activate this feature on the Promotions page in Merchant Center, where they need to provide the following details:

• Sale details
• Campaign dates
• URL
• Images

Benefits of the new promotion type

Ease of setup: “Sale Event” is much easier to set up compared to traditional promotions, which require you to tie a campaign to each individual product. Now, merchants can advertise large sales across different Google Shopping channels without unnecessary complexity.

Increased visibility of promotions: Merchants can more effectively promote their sales, which will help improve visibility on platforms like Google Shopping. This allows for a wider reach to potential buyers and increases conversions, as users will be better informed about ongoing promotions.

Improved campaign effectiveness: The simplicity of the new feature allows merchants to focus on broader sales rather than spending time on each individual product. This can significantly improve the overall performance of campaigns, making them more effective.

Where is “Sale Event” available?

Currently, this feature is only available for free listings in the U.S., and it’s unclear when or if it will be made available in other countries or on other Google platforms. This limitation could change in the future depending on how Google develops this tool.

Why is this important?

With the new promotion type, Google allows merchants to simplify the promotion of large sales. If “Sale Event” becomes popular, it could become an important tool for advertisers looking to effectively organize their sales campaigns through the Google Shopping platform.

This tool not only allows you to set up campaigns faster but also improves their effectiveness by increasing the visibility of your offers among buyers. Merchants who actively use Google to advertise their products can benefit from this process simplification, reaching a larger audience and improving their sales metrics.

How can this change your marketing campaigns?

This new tool could be a huge advantage for merchants, as it allows you to easily promote large sales and discounts without needing to create numerous separate campaigns for each product. Now, you can reach more potential buyers with a single expanded ad, which will help increase your overall sales volume and visibility on the Google platform.

Conclusion

Expert Conclusion:

The launch of the “Sale Event” feature in Google Merchant Center is an important step in simplifying the process of promoting large sales and discounts. This tool allows merchants to effectively advertise campaigns without the need to create separate promotions for each product, significantly saving time and reducing campaign management complexity. Specifically, it increases the visibility and reach of promotional offers through Google Shopping, enhancing the chances of conversions.

For merchants, this opens up new opportunities for scaling advertising campaigns and attracting a larger audience with less effort. The implementation of this feature can positively impact the effectiveness of marketing strategies, making them more accessible and appealing to users.

However, at present, this option is only available for free listings in the U.S., and it is important to monitor its rollout in the future, as the success of this feature may lead to its expansion to other regions and platforms.

This article available in Ukrainian.