Google has a new specialized feature within Product Listing Ads within Merchant Center named Deal Ends annotation. This is experimental now but works globally, except for EEA+, Switzerland, and the United Kingdom. It will add high-impact and real-time urgency signals, such as “3 days left” or “5 hours left” badges, directly below product prices.
I found this as a new Google Merchant Center help document last night and it says that “These annotations are generated from your promotions and sale price [sale_price] submissions.”
The sale_price will be considered by Google for the annotation as long as both sale price [sale_price] and sale price effective date [sale_price_effective_date] attributes are present.
Google wrote:
Deal Ends annotations highlight time-sensitive discounts that create a sense of urgency for shoppers. This feature is designed to boost your click-through rates (CTRs) and conversions by transforming your existing deal and price data.
Deal Ends annotations appear when your product data includes an expiration date for your sale prices. No new technical format or tooling is required beyond what you already use for promotions and sale price [sale_price] submissions. Google uses this information to display Deal Ends badges, which helps increase engagement during crucial holiday windows.
Deal Ends annotations are automatically enabled when your product data meet the eligibility requirements. To qualify as a Deal Ends, promotions or sale-price submissions must adhere to the following criteria based on the season:
Holidays: October 15 to January 5:
- Discount minimum: Deals must offer a discount of at least 10% off the post-deal price. Note that the post-deal price can result from the combination of a sale price and a promotion.
- Lowest price: The price must be the lowest effective price for that item in the last 60 days.
- Expiration date: The deal must be scheduled to expire within 7 days.
- Interval between deals: A minimum 60-day interval is required between Deal Ends at the individual offer level.
Non-holidays: Periods outside the holiday timeline:
- Discount minimum: Deals must offer a discount of at least 5% off the post-deal price.
- Lowest price: The price must be the lowest effective price for that item in the last 15 days.
- Expiration date: The deal must be scheduled to expire within 7 days.
- Price-affecting sales: Promotions should be limited to price-affecting sales (for example, $50 USD off or 20% off).
- Interval between deals: A minimum 15-day interval is required between Deal Ends at the individual offer level.
There is no way to opt out of this feature right now, since it is experimental. Plus, there is no special reporting for this attribute yet.
Forum discussion at X.
