UNLOCK NEW LOYALTY FEATURES IN GOOGLE ADS & MERCHANT CENTER

Summary from the TLDR Marketing newsletter

Google Ads is introducing new loyalty offerings for brands. Retailers can now personalize member-only pricing and shipping benefits across both free and paid listings on Google, designed to drive deeper engagement with the most valuable shoppers. Sephora has used personalized annotations to show signed-in shoppers specific discounts based on their loyalty tier, which resulted in a 20% increase in click-through rate for personalized ads shown to loyal customers. Google Ads is also launching a loyalty goal to help optimize budgets towards the highest-value shoppers.