Google has introduced a new ‘Sale Event’ feature in its Merchant Center that allows merchants to promote store-wide sales or discounts without linking them to individual products. 

The platform says ‘Sale Event’ is a new type of data that merchants can submit to the platform. These events highlight general sales happening in a store, but they won’t show up on product listings, whether organic or paid ads. Instead, they will appear on non-product-centric surfaces across Google.

Unlike traditional promotions that require a direct link to specific products, ‘Sale Events’ don’t need product mapping. The feature is currently only available in the U.S. for free listings.

How the ‘Sale Event’ promotion works

To use the feature, merchants will submit sale events through the Promotions page in the Merchant Center. Advertisers can use the Promotion Builder tool or submit directly through a promotion source within the platform.

Advertisers are also required to provide a sale title, sale dates, a destination URL (linking to a page that explains the sale), and relevant images to activate the feature.