Google released a beta feature that allows merchants to display region-specific loyalty prices in Shopping ads. This gives retailers a new way to localize promotions without managing separate offers.
Why we care. The feature gives merchants more flexibility to tailor prices to local markets and spotlight loyalty perks directly in ads, which can boost conversions and drive more sign-ups.
How it works. Merchants must join Google’s loyalty add-on, set up regions in Merchant Center, and add loyalty_program attributes – including program label, tier, and price – to their regional inventory feed.
- When a shopper clicks an ad, Google appends a region ID to the URL, and the merchant’s landing page must dynamically show the matching member price.
The catch. The feature is still in beta with limited visibility, and it’s only available in markets that support both RAAP (regional availability and pricing) and loyalty programs.
Bottom line. By enabling region-specific member pricing, Google gives retailers a more targeted way to localize incentives and differentiate value across markets – without creating separate promotions for each region.
The announcement. Set up regional member pricing (in beta)
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