E-commerce
September 17, 2026
Are you wondering how to add promotions to your Google Shopping ads? The answer is simple: use the Promotions feature in Google Merchant Center. It allows you to display a "Special Offer" link on your ads, which sets them apart from standard results and catches the eye of shoppers.
However, this feature is not enabled by default. You need to request access, then carefully configure your promotion: type of offer, products concerned, promo code, and validity dates. Once approved, it will automatically display on your Shopping ads.
So, how do you set up Google Shopping promotions? On the agenda:
Why add promotions to your Google Shopping ads?
How to request access to promotions in Google Merchant Center?
What types of promotions to choose for your store?
How to configure the details of your promotion?
How to track and optimize your Google Shopping promotions?
Let's get started.
Summary
Why add promotions to your Google Shopping ads?
Google Shopping ads are a major advertising lever for online stores. They appear at the top of search results with an image, a price, and your product's name. But with competition, it is becoming difficult to stand out.
Adding a promotion allows you to display a "Special offer" link in blue under your ad. This link grabs attention and gives a concrete reason to click. For example, a €50 discount or free shipping can make all the difference against a competitor.
Additionally, promotions are a signal of freshness for Google. They show that your offer is up to date, which can improve the relevance of your ads. In short, it is a simple and effective way to increase your click-through rate without increasing your bid.
Finally, promotions build buyer confidence: they feel privileged and are more likely to complete their purchase. This is a strategic asset for building customer loyalty and increasing your revenue.
Convert over 2,000 customers on average per month with Qstomy.
The world’s 1st Shopify AI dedicated to customer conversion
Empowering 200+ e-commerce merchants
How do I request access to promotions in Google Merchant Center?
Access to promotions is not automatic. You must first link your Google Ads account to your Merchant Center account, then fill out an access request form.
The form can be accessed from your Merchant Center dashboard. Google indicates a response within one to two business days, but in practice, it can take longer. Some merchants wait more than a week. If this is your case, do not hesitate to follow up via social media or Google Ads support.
Once approved, you will receive an email and a new "Promotions" link will appear in the left-hand navigation of your Merchant Center. You can then start creating your offers.
Make sure your account complies with Google's policies, particularly regarding promo codes and pricing. Good preparation speeds up the approval process.
What types of promotions should you choose for your store?
Google offers several types of promotions. The choice depends on your strategy and your margins.
Fixed amount: a discount in euros, such as "€50 off". This is the easiest for the buyer to understand.
Percentage: a percentage discount, such as "20% off". Be careful, as some buyers find it difficult to calculate the actual savings.
Free gift: a free product with any purchase. Avoid gadget offers that do not add perceived value.
Free delivery: this is not a major promotion, but it may be enough to display the "Special Offer" link.
Prioritize fixed amounts for high-priced products, and percentages for small baskets. Test several types to see what works best.
Don't forget to take your margins into account: an overly generous discount can reduce your profits. Analyze your costs before choosing the type of offer.
How to configure your promotion details?
After choosing the promotion type, you must specify the details. Start by defining a minimum purchase amount if necessary. For example, "20% off from a €100 purchase".
Next, give your promotion a clear name and a unique identifier. This will help you find it in your reports. Use a descriptive name like "Summer Sale 2026" rather than an obscure code.
Then, select the relevant products. You can target by item ID, product type, brand, or item group. If necessary, combine multiple criteria to refine your selection.
Finally, add a promo code that customers will need to use. For example, "SUMMER2026". This code must be active in your store for the promotion to work.
Verify that the code is compatible with other discounts on your site to avoid conflicts.
How to set the validity period of your promotion?
Each promotion must have a start date and an end date. Google handles expiration automatically, so you don't have to worry about forgetting to deactivate it.
Choose a period consistent with your marketing calendar: sales, holidays, product launches. Avoid excessively long promotions, which lose their sense of urgency.
Remember to set up your promotion several days before the start date. This is because the status may initially be "Under review". Google usually approves quickly, but it's best to plan ahead so you don't miss the launch.
Once approved, the promotion will automatically display on your Shopping ads during the defined period.
Schedule short, impactful promotions to create a sense of urgency for shoppers.
How do you check that your promotion is active?
After saving your promotion, it appears in the promotion list of your Merchant Center. The status may be "Under review" at first.
Regularly check that the status changes to "Active". If it does not, check for any error messages. Common issues include an invalid promo code or ineligible products.
To test, perform a Google search for an affected product. Your ad should display the "Special Offer" link in blue. Click on it to verify that the pop-up displays correctly with the offer details.
If the link does not appear, wait a few hours. Propagation can take some time. If the problem persists, contact Google Ads support.
Remember to test on different devices (mobile, desktop) to ensure that the display is optimal.
What are the benefits of promotions for your click-through rate?
Promotions have a direct impact on your click-through rate (CTR). The "Special Offer" link makes your ad more visible and more attractive than those of your competitors.
Shoppers are used to classic Shopping ads: image, price, name. A special offer encourages them to click to find out more. It's a way to stand out from the crowd without increasing your bid.
Additionally, promotions can improve your relevance score. Google rewards ads that generate engagement. A better CTR can reduce your cost per click in the long run.
Finally, promotions are an excellent way to clear inventory or promote a new product. They create a sense of urgency that drives purchases.
By increasing CTR, you also improve the quality of your traffic, which can boost your conversions.
What are the limitations of Google Shopping promotions?
Despite their advantages, Google Shopping promotions have limitations. The main one is the lack of detailed reporting. You cannot know how many clicks were generated by the "Special Offer" link.
To work around this issue, use a unique promo code and track its usage in your store. This will allow you to measure the real impact of the promotion on sales.
Another limitation: Google's documentation is limited. The "About promotion implementation" guide is intended for developers, not merchants. It lacks screenshots and concrete examples.
Finally, the feature is only available in certain countries. If your store targets other markets, you will have to wait for Google to expand coverage.
Also be aware that promotions can attract price-sensitive customers, which can reduce your margin.
How to integrate promotions into your overall strategy?
Google Shopping promotions should not be isolated. Integrate them into your global marketing strategy to maximize their impact.
Coordinate them with your email campaigns, social media, and other advertisements. For example, if you launch a promotion on Google Shopping, announce it on Facebook and in your newsletter as well.
Use promotions to achieve specific goals: increase average order value, clear stock, or attract new customers. Each promotion must have a measurable goal.
Finally, test different offers to find what works best. Analyze sales, conversion rate, and margin. Adjust your promotions accordingly.
Good coordination reinforces the consistency of your message and increases the overall effectiveness of your campaigns.
How to measure the effectiveness of your promotions?
Measuring the effectiveness of your promotions is essential to know if they are worth it. Without dedicated reports in Google Merchant Center, you need to use other methods.
First, use unique promo codes for each promotion. Track their use in your Shopify store. This will tell you how many sales were generated by the promotion.
Next, compare the conversion rate of visitors who used the promo code with that of visitors without a code. If the rate is higher, the promotion is effective.
Finally, monitor your return on investment. Calculate the cost of the promotion (discount + advertising fees) and compare it to the revenue generated. If the margin is positive, the promotion is profitable.
Use analytics tools like Google Analytics to track user behavior and refine your strategies.
How does Qstomy help optimize your Google Shopping promotions?
Qstomy, the Shopify AI agent, can help you get the most out of your Google Shopping promotions. By analyzing visitor behavior, Qstomy identifies the products most likely to convert with a promotion.
Thanks to its personalized recommendations, Qstomy can suggest offers tailored to each customer. For example, offering a discount on a complementary product at checkout. This increases the average order value and the effectiveness of your promotions.
Qstomy also tracks packages and manages after-sales service. If a customer hesitates because of shipping costs, Qstomy can offer free shipping, which can unblock the sale.
Finally, Qstomy helps you understand why some visitors abandon their carts. You can then adjust your promotions to reduce abandonment and increase your conversions.
With Qstomy, you save time and optimize every promotion for a better return on investment.
What checklist before launching a Google Shopping promotion?
Before launching a promotion, check that everything is in place. Here is a quick checklist:
Access activated: your Merchant Center account has access to promotions.
Promo code active: the code works in your Shopify store.
Eligible products: the selected products are indeed in your feed.
Correct dates: the validity period is consistent with your calendar.
Tracking in place: you have a unique promo code to measure the impact.
In brief
Google Shopping promotions are an excellent way to stand out. Request access, choose the right type of offer, configure it carefully, and track its performance. With Qstomy, you can optimize your promotions and improve your conversion rate.
FAQ
How long does it take to get approved? Google states one to two business days, but it can take more than a week. Follow up if necessary.
Can I use promotions for all my products? Yes, but it is preferable to target specific products to maximize the impact.
Are promotions available in all countries? No, only in certain countries like the United States, the United Kingdom, France, and Germany.
To go further: How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy, Training an e-commerce chatbot with Shopify: using the right data without creating bad answers - Qstomy, Google Analytics for marketing: ads, traffic and performance (GA4) - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy, How to build a Facebook Ads e-commerce strategy? - Qstomy, Are Google Shopping ads effective? ROI, limits and measurement - Qstomy, What is Google Shopping for e-commerce? Definition, feed and value for a store - Qstomy.
Enzo
September 17, 2026
