{"id":2936,"date":"2025-07-07T14:56:11","date_gmt":"2025-07-07T14:56:11","guid":{"rendered":"https:\/\/www.digitalposition.com\/resources\/blog\/?p=2936"},"modified":"2025-06-30T16:50:17","modified_gmt":"2025-06-30T16:50:17","slug":"google-launches-1st-order-promotions-for-shopping-ads","status":"publish","type":"post","link":"https:\/\/dev.digitalposition.com\/resources\/blog\/ppc\/google-launches-1st-order-promotions-for-shopping-ads\/","title":{"rendered":"Google Launches 1st Order Promotions for Shopping Ads"},"content":{"rendered":"\n<p>Google just dropped a nugget and you might\u2019ve missed it: <a href=\"https:\/\/searchengineland.com\/google-1st-order-promotions-shopping-ads-457395\"><em>1st Order Promotions<\/em><\/a> are now live in U.S. Shopping ads. Brands on the <a href=\"https:\/\/support.google.com\/google-ads\/answer\/12080169?hl=en\">New Customer Acquisition Goal<\/a> allowlist can now automatically show exclusive <a href=\"https:\/\/www.webtoffee.com\/info-library\/marketing\/first-order-coupon\/#:~:text=Businesses%20provide%20first%20order%20discounts,combining%20them%20with%20other%20offers.\">first-time buyer discounts<\/a>, like percentage or dollar-off deals, right inside paid listings. No minimum spend required, just pure customer acquisition power.<\/p>\n\n\n\n<p>If you&#8217;re trying to capture fresh buyers, this is a <em>big<\/em> deal.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What\u2019s New<\/strong><\/h2>\n\n\n\n<p>Before, getting new customers was a guessing game. Now, Google\u2019s rolled out a promo layer specifically for first-time buyers, making it real simple to stand out.<\/p>\n\n\n\n<ul>\n<li><strong>Exclusive for new customers<\/strong>: When someone is shopping with you for the <a href=\"https:\/\/support.google.com\/merchants\/answer\/16310477?hl=en-GB\">first time<\/a>, they&#8217;ll see a special discount in the ad preview.<\/li>\n\n\n\n<li><strong>U.S.-only allowlist rollout<\/strong>: Currently limited to U.S. advertisers on the New Customer Acquisition Goal allowlist.<\/li>\n\n\n\n<li><strong>Percentage or dollar-off<\/strong>: Choose between a % discount or flat dollar off, no free shipping or BOGO yet.<\/li>\n\n\n\n<li><strong>Paid listings only<\/strong>: This&#8217;ll only show in paid <a href=\"https:\/\/support.google.com\/google-ads\/answer\/186472?hl=en#:~:text=A%20type%20of%20ad%20that,Shopping%20campaigns%20and%20Shopping%20ads\">Shopping ads<\/a>, not free listings.<br><\/li>\n<\/ul>\n\n\n\n<p>That means if someone\u2019s not bought from you before, <em>bam<\/em>, they get tempted with a deal.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why This Matters<\/strong><\/h2>\n\n\n\n<p>You know how hard it is to grab attention on crowded SERPs.<\/p>\n\n\n\n<ul>\n<li><strong>Stand out to new buyers<\/strong>: A first-time discount right in the ad can drop your <a href=\"https:\/\/causeinspiredmedia.com\/tips-and-advice\/google-ads-cpc-explained\/#:~:text=CPC%20stands%20for%20Cost%2Dper,valuable%20tool%20for%20targeted%20advertising.\">CPC<\/a>s and boost <a href=\"https:\/\/support.google.com\/sa360\/answer\/9571793?hl=en-AU#:~:text=Click%2Dthrough%20rate%20(CTR),%3A%20clicks%20%C3%B7%20impressions%20%3D%20CTR.\">CTR<\/a>.<\/li>\n\n\n\n<li><strong>Aligns with growth goals<\/strong>: You can finally run Shopping campaigns that <em>actively chase<\/em> new users, not just retarget old ones.<\/li>\n\n\n\n<li><strong>Simplified offers<\/strong>: No confusing terms or minimums, just \u201c10% off your first purchase\u201d wrapped neatly in your ad.<\/li>\n<\/ul>\n\n\n\n<p>On top of that, it sends Google a signal: <em>this campaign is acquisition-first<\/em>, not profit-first. That changes how their AI optimizes and bids.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How This Affects You<\/strong><\/h2>\n\n\n\n<p>If you&#8217;re aiming to grow your customer base, this gives you a brand-new lever:<\/p>\n\n\n\n<ul>\n<li><strong>Promo-driven Shopping ads<\/strong> could out-class competitors with boring standard listings.<\/li>\n\n\n\n<li><strong>New funnel setups<\/strong>: You can treat acquisition vs. remarketing separately and optimize accordingly.<\/li>\n\n\n\n<li><strong>Performance shift<\/strong>: Budget may shift toward these discounted campaigns, expect different <a href=\"https:\/\/www.bigcommerce.com\/glossary\/customer-aquisition-costs\/#:~:text=Definition%3A%20Customer%20Acquisition%20Cost%20(CAC,items%20that%20a%20customer%20purchases.\">CAC<\/a> and <a href=\"https:\/\/www.appsflyer.com\/glossary\/roas\/#:~:text=ROAS%20is%20short%20for%20return,how%20much%20budget%20was%20spent.\">ROI<\/a> curves.<\/li>\n<\/ul>\n\n\n\n<p>But understand: it&#8217;s only available if you&#8217;re on the allowlist and have the New Customer Acquisition Goal activated. If not, now\u2019s the time to lobby your rep.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What You Should Do Next<\/strong><\/h2>\n\n\n\n<p>Don\u2019t sleep on this. If you&#8217;re operating in the U.S., test this early:<\/p>\n\n\n\n<ol>\n<li><strong>Check eligibility<\/strong><strong><br><\/strong>\n<ul>\n<li>Are you on the U.S. Merchant allowlist? Want this feature? Ask your Google rep for access.<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Activate New Customer Acquisition campaigns<\/strong><strong><br><\/strong>\n<ul>\n<li>Set up a Shopping or Performance Max campaign with this objective.<\/li>\n\n\n\n<li>Use the allowlist to opt into first-order promos.<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Create promo offers<\/strong><strong><br><\/strong>\n<ul>\n<li>Build promotions in Merchant Center or via API with clear offers (e.g., \u201c$10 off\u201d or \u201c15% off\u201d).<br>Keep it simple, no minimum spend or conditions.<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Monitor campaign performance<\/strong><strong><br><\/strong>\n<ul>\n<li>Track metrics like CTR, CPC, conversion rate, and new customer volume.<\/li>\n\n\n\n<li>Compare to similar non-promo campaigns to measure incremental lift.<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Scale &amp; iterate<\/strong><strong><br><\/strong>\n<ul>\n<li>If results look good, consider broader rollouts, adjusting discounts, or layering audiences.<\/li>\n\n\n\n<li>Pause or lower promos if acquisition costs get too high.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p><strong>First-time buyer promos<\/strong> are a powerful new tool in your Google Shopping toolkit. They let you mix customer acquisition clarity into your campaigns and give you a funnel-first strategy that drives real growth.<\/p>\n\n\n\n<p>If you&#8217;re not on the allowlist yet, or only targeting existing buyers, it\u2019s time to level up. Want help getting this live? <a href=\"https:\/\/www.digitalposition.com\/book-your-call\">Reach out<\/a> and let&#8217;s make your brand <em>the<\/em> go-to purchase for newcomers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google just dropped a nugget and you might\u2019ve missed it: 1st Order Promotions are now live in U.S. Shopping ads. Brands on the New Customer Acquisition Goal allowlist can now automatically show exclusive first-time buyer discounts, like percentage or dollar-off deals, right inside paid listings. No minimum spend required, just pure customer acquisition power. If&#8230;<\/p>\n","protected":false},"author":30,"featured_media":2937,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"thumbnail_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/06\/Untitled-design-14-1-300x225.png","thumbnail_medium_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/06\/Untitled-design-14-1-768x576.png","featured_image_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/06\/Untitled-design-14-1.png","author_avatar_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/08\/john1.webp","author_name":"John Vickery","category_labels":["PPC"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2936"}],"collection":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2936"}],"version-history":[{"count":1,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2936\/revisions"}],"predecessor-version":[{"id":2938,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2936\/revisions\/2938"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2937"}],"wp:attachment":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}