Google Merchant Center launches ‘Sale Event’ to promote general sales
TL;DR
- 'Sale Event' lets U.S. advertisers promote storewide sales without linking them to specific products.
- The promotion will appear on non-product surfaces across Google, not on organic or paid product listings.
- Merchants can activate the feature from the Promotions page using a title, dates, a destination URL, images, and videos.
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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.