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)

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: December 5, 2025