Google Shopping for multiple countries

Posted on April 18, 2016 by Mateusz Miodek


Google Shopping in Multiple Countries

Many of our customers are interested in running Google Shopping campaign in more than one country. In this article I will explain what it takes to make that possible.

Feed requirements

First of all, each data feed is country-specific and cannot be reused for other countries. For example if you are already advertising for the US and you want to start advertising for Germany you need a second data feed.

Secondly, the product information in the feed has to be localized (e.g. descriptions in the local language, prices in the local currency). Also product IDs need to be unique in each data feed. You cannot reuse the same IDs across multiple data feeds.

Lastly, the information in the data feed has to be 100% identical to the information on the corresponding product page.

Fulfillment of those three requirements proves to be more problematic than it seems. Many SAAS shopping carts allow prices in multiple currencies and there are also bilingual themes available, but those are all usually front-end solutions; there is no way to export those prices and descriptions from the back-end. Even if you build the feed manually or find a way to localize the product information after exporting it from the system, that would solve the problem only partially; the information in the feed will still not match the information on the product page. Why? Because the ad will redirect to the product page with a default (not localized) setting.

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Shopify users can deal with this problem by creating two shops mirrored on sub domains. If you are a Shopify user and need this solution, contact Shopify’s sales.

In this respect self-hosted shopping carts are more reliable. Both Magento and Presta – the two biggest players in the self-hosted shopping cart business – do support multiple storefronts.

Shopping campaigns set-up

Back to our Shopping campaign. Let’s say we managed to fulfill all 3 requirements – have multiple feeds, all with localized product information and product pages to match them with. Next thing you need to do is go to your Google Merchant Center (GMC) and add those feeds. Make sure that you choose the proper target country every time.

Google Shopping for many countries

Once this is done, go to your AdWords account and create separate Shopping campaigns, each targeting a different country. Adwords will automatically recognize and match the campaign with corresponding products in the GMC.

Google Shopping for many countries

If you have any questions, comments or tips regarding managing multiple storefronts and Google Shopping campaigns please share them below.

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About DataFeedWatch

DataFeedWatch is data feed management software that enables merchants on Magento, Shopify, Volusion, 3Dcart, BigCommerce, WooCommerce, and numerous other shopping carts to optimize their product data feed for Google and 500+ Shopping Channels

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Posted in: Google Shopping

Comments (4)

  1. Isuru Kodituwakku December 17, 2015

    Thanks for the info. I am struggling with visibility of the products in the product page even after successfully adding the data feed. On the Product page the country is displayed as United States while everywhere else the country is given as Australia. Target audience for my products should be Australia. Any thoughts why the Product are not displayed?

  2. Mateusz Miodek December 17, 2015

    The country visible in the products tab in GMC should match the country you selected when creating a feed. Please double-check in the data feed tab what is the country associated with the feed you created.

  3. James Rider March 18, 2016

    Great information about Shopping feed. It may help in my new ecommerce project. Thanks a buddy!

  4. Vlad ElRuso Markovich January 31, 2017

    forget it

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