The news: Google released an automated ads feature that pairs promotions on a brand’s website with their existing Search and Performance Max campaigns, per PPC News Feed. The feature specifically caters to campaigns with local store information to encourage shoppers to buy in-person.

How it works:

• Google scans landing pages for available promotions, such as “buy one, get one free,” and automatically creates a new promotion asset for those products.
• The promotions will then be visible to shoppers who encounter those campaigns in search results.
• Automated promotions run for less than 24 hours but will be re-enabled as long as Google can continuously verify that they are still live on the brand’s website.

To be eligible for automated promotions, campaigns must have location assets attached, such as store addresses or maps to store locations. It excludes campaigns with existing manual promotions.

Why it matters: Retailers that opt in to use automated promotions can tap into the large swath of consumers who prefer a combination of digital and in-store shopping—including 48% of both Gen Zers and millennials, per McKinsey and Company.