Google has introduced new loyalty features across Google Ads and Merchant Center to help retailers engage high-value customers with more personalized experiences.
Originally announced at Google Marketing Live 2024, loyalty promotions now include the ability to display member-only prices and shipping benefits in both free and paid listings, offering exclusive incentives to signed-in shoppers.
For example, Sephora US used loyalty-based annotations and saw a 20% increase in CTR for ads targeting loyal customers.
Additionally, a new loyalty goal in Google Ads lets advertisers optimize bidding strategies to focus budget on their most valuable segments and drive higher lifetime value.
These updates are part of Google’s broader push to support customer retention throughout the shopping journey. More details are expected at Think Retail 2025 on September 10.
Read the official announcement: Unlock new loyalty features in Google Ads & Merchant Center.