Note: This experience is available only to allowlisted US merchants. Contact the support team or speak with your account representative to request participation.
1st Order Promotion (New Customer Promotion) can help you attract new customers. It is eligible to be shown to everyone on Shopping ads. By utilizing New Customer Acquisition Goal in Google ads campaigns, Google will show the 1st order promotions in a highlighted UI when we determine a shopper as a new customer for your business. Learn more about new customer acquisition goals.
Supported promotion types for new customers include either a % or $ discount. 1st Order Promotion that include additional conditions such as a minimum required spend are not supported at this time.
Note:
- 1st Order Promotion is only eligible to show on Shopping ads. Free listing is not supported.
- When multiple promotions apply to the same product, Google displays the most effective promotions. Therefore, the 1st order promotion may not always be the one shown to the customer.
On this page
Where to submit 1st Order Promotion?
You can submit 1st Order Promotion via promotion data source, promotion builder tool, or Merchant API. The promotion title should clearly communicate that the promotion is for 1st order only.
Option 1: Create in promotion data source
Create a feedspec using guidelines given below. You may review the Promotions data specification to check the list of all of the attributes you can provide in your promotions data source.
- Give as much information about the deal, check supported deal type, and read about Google’s promotion policy guidelines for editorial considerations.
- Ensure product mapping is accurate.
- Ensure
shopping_adsis added as a destination for this promotion as 1st Order Promotion is only eligible to show on Ads.
Add this additional attribute:
| Attribute | Value |
[audience] |
“new_users” or “new_customers” |
-
Ensure the
coupon_value_typeis ”money_off” or ”percent_off” and there should be no other conditions, for example,minimum_purchase_amountormax_discount_amount.
Submit the data source.
- Wait for policy approval. This can take up to 24 hours.
- Once the
start_timeindicated in the feed has reached, Google will evaluate the applicability of the deals on the associated items and approve your promotion to be live on your Shopping ads. This can take up to 24 hours.
Option 2: Create using promotion builder tool
Login to your Merchant Center and create a new promotion.
- Check the guide here on Get started with Promotions.
- Ensure you only select “Show in ads”.
Specify the shopper incentive in “Percent off” or “Amount off”. Do not set a minimum purchase amount or max discount amount.
Select First Order in Eligibility requirements under Promotion conditions.
In "Audiences", select Show to a preferred audience and click on Add an audience. Select New Customers.
Track approval status on the promotions homepage.
Option 3: Create in Merchant API
Merchants can submit the new user promotion if they use Merchant API (beta).
In the Merchant API (Beta), the merchant can specify “audience” in the Promotion object. The merchant can add “audience” as “new_users” via “customAttributes” based on the feedspec:
| Attribute | Value |
[audience] |
“new_users” |
Example:
{
"customAttributes": [
{
‘name’: ‘audience’,
‘value’: ‘new_users’
}
],
Once the attribute is set in the request, the merchant can create the promotion by using accounts.promotions.insert Method in Merchant API.
What Ads Configuration do I need to enable?
Set up Performance Max or Standard Shopping campaigns with the new customer acquisition goal. Implementation details can be found in this activation instructions article. Once the New Customer Acquisition Goal is configured and the 1st Order Promotion is approved in Google Merchant Center, New User promos will begin serving to new customers in shopping ads within 24 hours.
If you already have a Performance Max or Standard Shopping campaign with the new customer acquisition goal, no further action is required. Approved promotions from your Google Merchant Center will be automatically applied within your campaigns.