Hello everyone, and welcome back to another FeedArmy update!
My name is Emmanuel, and today I’d like to discuss a new and interesting feature that has just been introduced in Google Merchant Center promotions: the ability to target your top-performing products.
Previously, I demonstrated how to target different platforms, such as Google Wallet, when creating promotions. However, Google has now introduced a more strategic option: you can choose to apply your promotion only to your top-performing products, rather than all products or specific product filters.
Let’s go over what this means and how it works.
🧭 Where to Find the Option
When setting up a promotion in Google Merchant Center, follow the standard first step of adding the promotion details. Then, in the second step, under Promotion Method, you’ll now see the new targeting options.
You can choose between:
- All products
- Specific products (based on promotion ID, brand, category, or product type)
- Products matching the promotion id
- Top-performing products 👈 the new addition
This is where things get exciting. You can now create promotions that focus only on items that are performing well in your feed or within Google’s defined performance signals.
⚙️ How It Works
When you select Top-performing products, Google automatically surfaces products it considers to have higher performance. You can also refine this selection further, for example, by filtering for products that have received more than 100 clicks.
This enables you to apply discounts or offers exclusively to your proven best sellers. It’s convenient if you want to maximize impact without discounting your entire catalog.
However, it’s worth noting that Google’s definition of “top-performing” may not always align with your analytics. Sometimes, you may see products with very few clicks included in the list. Please review the suggestions carefully before finalizing your promotion.
🛒 When to Use It
This feature can be particularly useful for seasonal campaigns, such as Black Friday, Cyber Monday, or Holiday promotions, where you may want to increase visibility and conversions for your top sellers without applying discounts across your entire store.
For example:
- You can reward strong performers by giving them extra promotional visibility.
- You can test smaller promotions before rolling them out site-wide.
- You can allocate discounts more efficiently, especially if margins differ across product lines.
Please note that Google continues to test every promotion to ensure it works effectively across all products on your website. This means the promotion must be technically valid site-wide, but you can still limit which products appear under that promotion within the Merchant Center.
💬 My Take
This feature is quite impressive; it provides flexibility for advertisers who want to focus their spend and promotional exposure more strategically. It’s not perfect yet, as Google’s “top-performing” logic appears somewhat broad in some instances (I’ve seen products with zero clicks listed). But overall, it’s a step in the right direction for more data-driven promotion targeting.
I’d love to hear your thoughts on this new feature.
Would you use it for your campaigns? Or do you prefer applying promotions to your entire product catalog?
Please let me know in the comments or reach out if you have any insight. I’d like to hear how others plan to utilize this for upcoming promotional periods.