The new feature is available only for Free Listings in the U.S. at this time. It’s unclear if Google plans to expand “Sale Event” to other surfaces or regions in the future.
Reaction. “This new ‘Sale Event’ promotion type should be simpler to set up than standard promotions,” marketer Dario Zannoni wrote on LinkedIn:
“I think that if Google implements this feature effectively, it could be valuable, as it may allow general sale information to be more easily advertised in shopping placements” Zannoni added.
Bottom line. Google’s new “Sale Event” promotion type in Merchant Center appears aimed at lowering the friction for merchants to advertise broader sales and discounts through the platform’s shopping features. If successful, the streamlined setup could drive increased visibility and performance for those larger promotional campaigns.