Google Merchant Center New Preferred Audience Targeting For Promotions

"It's great to see Google continuing to expand the promotional flexibility of Merchant Center. The ability to target specific customer groups opens up more strategic possibilities, especially when combining promotions with product-level performance data. That said, it's somewhat puzzling why new customer targeting is only available for Shopping ads, while location targeting is limited to organic searches. Both options should be available across all listing types, especially when running region-specific campaigns or in-store promotions."

"Is Google blessing us with another feature for promotions just in time for Black Friday? Yes they did!"

"Still, these updates are a step in the right direction, giving advertisers more tools to personalize offers and reach customers in more innovative ways."

A new 'preferred audience' promotion targeting option in Google Merchant Center allows selection between New Customers and Location audiences when creating promotions. The New Customers option applies exclusively to Shopping Ads and will apply only to Shopping Ads if both Shopping Ads and Organic are selected. The Location option applies exclusively to Organic listings and will apply only to Organic if both types are selected. New Customers targets users who have not previously interacted with the brand. Location targeting allows targeting users located in, regularly in, or interested in a specific region. The update increases promotional flexibility and enables more personalized, region-specific offers, though channel exclusivity limits some use cases.

Read at Search Engine Roundtable