Google appears to be testing a new First order label within Shopping ads, highlighting a discounted price specifically for new customers. The label is shown alongside the standard product price and includes a reduced amount tied to a first purchase incentive.
For advertisers, this could mean:
- More prominence for new customer discounts
- Increased click through rates for acquisition campaigns
If rolled out widely, it may encourage more brands to structure offers specifically for first time buyers.
This update was discovered by Adriaan Dekker.