Google Merchant Center lets you target promos by audience for better results

Google Merchant Center now lets you define an audience when creating promotions, allowing you to target offers specifically to new customers or by location. This feature enables more strategic promotion delivery rather than broadcasting to all shoppers. For example, you can offer "20% off your first order" exclusively to new shoppers to protect margins for repeat buyers, or run region-specific discounts for new markets without affecting shoppers in other areas.