It gives consumers the chance to avoid getting offers that don’t interest them, and offers advertisers a better chance at sending their offers only to people who are more likely to redeem the deal/coupon.
On signing up for Google Offers, a new subscriber is immediately put into a three-step process to complete the personalization process. It begins with telling Google your interests. There are 24 total options (sporting events, arts & culture, etc.) in five categories of offers: Things to do, Places to go, Shopping, Health & beauty and Services.
After that, Google gives users the option to also target deals based on geography. Icons can be placed near home, work and favorite hangout locations.
After that, Google shows a few sample offers that match the personalization and lets the user make any desired changes.
A Google spokesperson told ClickZ: “[We've] launched a personalization feature for Google Offers beta last week. This feature is the first step in our effort to deliver more relevant and personalized deals to consumers, while also connecting merchants with shoppers that are the most interested in their products or services.”
These user signals aren’t the only way Google personalizes offers. A help page explains that information from the user’s Google profile, along with previous Google Offers activity (purchases) may also be used to personalize offers.
Users that personalize their Offers may no longer get an email every day; Google won’t send the Offers email if it’s not a good match, but the full list of daily deals will be accessible at www.google.com/offers.