Social Signals
Google Ads adds loyalty features to boost shopper retention
Aug
Google is rolling out new loyalty integrations across Google Ads and Merchant Center, giving retailers tools to highlight member-only pricing and shipping benefits to their most valuable customers.
How it works:
- Personalized annotations display member-only discounts or shipping benefits in both free and paid listings.
- A new loyalty goal in Google Ads helps retailers optimize budgets toward high-value shoppers, adjusting bids to prioritize lifetime value.
- Sephora US saw a 20% lift in CTR by surfacing loyalty-tier discounts in personalized ads.
Why we care. With 61% of U.S. adults saying tailored loyalty programs are the most compelling part of a personalized shopping experience (according to Google), retailers face pressure to prove value beyond discounts.
By surfacing member-only perks directly in search and shopping results, retailers can boost engagement from their most valuable customers and optimize spend toward higher lifetime value, not just single conversions. It’s a way to tie loyalty programs directly to ad performance — and win more share of wallet from existing shoppers.
The big picture. Loyalty features are Google’s latest move to keep retail advertisers invested in its ecosystem — positioning search and shopping as not just discovery channels, but retention engines. Expect more details at Google’s Think Retail event on Sept. 10.
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