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Advertise in Multiple countries with a Single feed for your Shopping Campaigns

Updated: Aug 25, 2023

Selling across multiple countries using Google Shopping ads can be an exceptionally profitable strategy for merchants, given the remarkable returns Google Shopping has consistently delivered. This approach has demonstrated the potential to boost revenue by 30-40%. The beauty of it lies in the ability to showcase your products to diverse audiences in various countries and languages, all without the need to create separate product feeds for each location. For comprehensive guidance, one can refer to Google's official support documentation here:

Depending on the language and currency of the target countries, a tailored strategy for feed settings is required. Here are a few scenarios:

  1. Case 1 – Different country, same language, same currency

  2. Case 2 – Different country, same language, other currency

  3. Case 3 – Different country, different language, same currency

  4. Case 4 – Different country, different language, different currency

It's a smoother ride if the target countries have the same language. The easiest way to go is if the website language is EN, given its universality across all countries.

Most of the advertisers encounter Case 2- different country, same language, different currency. While the feed settings for Case 2 aren't overly complex, they do hold potential for confusion, which can inadvertently stall your revenue growth opportunity.

This article provides a comprehensive walkthrough of setting up your Google Merchant Center feed for the "Different country, same language, other currency" scenario. The steps below ensure that the Shopping advertisers reach their audience globally while mitigating the risk of automated ad suspensions.

  1. Add the primary feed in the same way you would normally do. This should be the country of origin for the items you ship. You can add the primary feed using Sheets/CSV/Excel/JSON files, or implement content API for feed upload

  2. Add all the target countries where you want to advertise in the same feed by navigating to Feed (click on primary feed) << Settings << Edit Target Countries

  3. Set destination for the primary feed: Display/Shopping/Free listing. The exact destination will apply to all countries

  4. Set up Shipping and Tax for applicable countries (See: Google Merchant Center Help - Shipping)

    1. Add separate shipping labels if you charge different Shipping Prices for other countries. Add multiple countries in the same shipping label if the shipping price is the same for these countries

    2. Set up Shipping Price in (4.a) in the Primary feed Currency

    3. Ensure setting up "Tax" if targeting the US

    4. If using a third-party app that automatically imports shipping prices for the primary country, add the shipping labels manually in Google Merchant Center Shipping settings

  5. Currency Conversion by Google ensures the Ads in the targeted foreign countries are served with prices in Foreign Currency (it also shows the price in feed currency). However, note that Google Shopping's Currency Conversion does not apply to your Landing pages

  6. Google Shopping Landing Page requirement expects the Landing Page to show the prices in primary feed currency by default. In order to make sure that the users can see the price in their native currency, websites may use a Currency conversion app. Using such apps will allow a website to provide a drop-down for users to select currency

  7. Crawler extracts the price from the landing page, which is expected to be in the primary feed currency. Crawler matches the feed price with the Landing Page price in the primary feed currency, which should match up to the 2 decimal points

  8. It is not recommended to auto-adjust the currency and the price in the Landing Page based on the user's location, the user in a foreign location can always use the drop-down (or other feature provided) to select their native currency. Auto-adjusting the landing page will violate the following Google policy:

    1. Consistent user experience on the Landing Page irrespective of user device, location, etc.

    2. Price mismatch since the crawler will extract a price from the website in foreign currency

  9. If the advertiser is so particular about showing prices in the native currency for the foreign locations, they must use separate feeds in Google Merchant Center to advertise in a different country with different currency

I trust that the outlined steps will help alleviate any potential uncertainties when configuring your feed to expand shopping campaigns across multiple countries. It is my genuine belief that these insights will empower numerous advertisers to achieve notably elevated revenue levels. Reach out to [email protected] if you have any questions.

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