What are Promotions on an e-commerce platform?

Promotions on Google and Microsoft refer to special offers, discounts, and deals displayed in shopping ads, search results, and product listings to attract users and increase conversions.

They play a crucial role in increasing visibility, engagement, and conversions for e-commerce businesses. By leveraging Google and Microsoft Advertising promotional tools, merchants can showcase special discounts, offers, and incentives to attract potential customers and boost sales.

These promotions appear alongside product listings on Google Shopping, Microsoft Shopping, and other ad placements.

For Google, merchants can create promotions through the Google Merchant Center, which allows them to display discounts, free shipping, or limited-time offers in Google Shopping ads. These promotions appear as “Special offer” tags on product listings.

For Microsoft, the Merchants Promotions feature in Microsoft Advertising works similarly, enabling merchants to highlight deals such as percentage discounts, cashback offers, and Buy One, Get One deals directly in Microsoft Shopping Ads.

Google also provides a feature called automated discounts that is different from promotions.

• Automated discounts are applied automatically, based on Google’s machine learning, at checkout without requiring a promo code. Each shopper sees a personalized discount, making them seamless for users and ideal for storewide sales.
• Promotions, on the other hand, are marketing offers displayed on various platforms (such as Google Shopping and Microsoft Ads) to attract users with special deals and discounts offered by the merchants.

By strategically using both automated discounts and promotions, merchants can maximize their reach and boost sales effectively.

Benefits of Using Promotions on Google & Microsoft

• Higher Click-Through Rates (CTR) – Users are more likely to click on ads with discounts.
• Increased Conversions – Promotions encourage shoppers to complete purchases.
• Better Visibility – Products with promotions stand out in search results.
• Reduced Cart Abandonment – Special offers can help boost sales.

Best Practices for Effective Promotions

• Use clear and compelling messaging (e.g., “Limited-Time Offer: 30% Off Select Items!”).

• Test different promotion types to find what works best.

• Ensure compliance with the policies.
• Track performance using Analytics & Advertising reports.

You can check the detailed video on how to submit merchant promotions for Google Shopping from our app. For submitting the promotions feed to Microsoft Advertising, please reach out to our support team.

Promotion is a powerful way for e-commerce merchants to drive traffic and increase sales. By implementing well-structured promotional campaigns, merchants can maximize their ad performance and achieve better ROI.