SEO

Google expands Merchant Center loyalty features to 14 countries and AI territories

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Google is giving retailers more power to promote the benefits of the loyalty program directly within the product range – expanding the program internationally and with a new shopping experience powered by AI.

What’s new. Sellers can now highlight special pricing and shipping options directly from listings. Loyalty annotations have extended to local listing ads and regional shopping ads – making it easy to promote in-store or location-specific benefits.

Why do we care. The more you can personalize the offer for the buyer, the better. Embedding member benefits at the point of purchase – instead of requiring a separate loyalty app or web page – makes programs more visible and potentially drives sign-ups.

In numbers. According to Google, some marketers have reported up to a 20% increase in click-through rates when they show affiliate offers to existing loyalty members.

Big picture. Loyalty benefits will now come from Google’s first AI areas, including AI Mode and Gemini, which puts members of the offer in front of consumers in a completely new area of search information.

Where available. The expansion includes 14 countries – Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, South Korea, Spain, UK, and US.

How to start. Merchants open a loyalty add-on in the Merchant Center, configure membership categories, and set pricing and shipping attributes. Linking a list of customer matches to Google ads is necessary to show the prices and referral benefits to known members.

Don’t miss it. US retailers can apply to join a pilot that uses Customer Match as a source of relationship data for free listings – potentially expanding loyalty’s reach without additional ad costs.

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Anu Adegbola is a former Paid News Editor for Search Engine Land from 2024. You cover paid search, paid social, media marketing, video and more.

In 2008, Anu started his career delivering digital marketing campaigns (mainly but not only Paid Search) by creating strategies, increasing ROI, automating repeatable processes and bringing efficiency to all parts of marketing departments through inspirational leadership both on the agency, client and marketing technology side. Besides editing the article for Search Engine Land he is the founder of the PPC communication event – PPC Live and the host of the program. weekly podcast PPC Live The Podcast.

He is also an international speaker in some of the categories he presented as SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.