Google unveils new personalization features for retail ads

Ahead of the busy holiday shopping season, Google is souping up its retail ads with new loyalty features. The new features include a way for retail brands to offer personalized pricing and shipping perks to members of their brand loyalty programs on both free and paid shopping listings on Google, while also helping brands target lapsed customers.
That includes rolling out a “loyalty mode” within Google Ads’s retention goal feature, which creates bidding strategies designed to target loyal customers. If a brand sees higher lifetime values (LTV) from its existing loyalty program members than from new ones, it may choose to set lower target ROAS for higher LTV customers, Jyotika Prasad, the company’s senior director of retail ads, explained.