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Google Shopping in multiple countries and languages

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Dear community,

 

I am about to setup feeds in Merchant Center and Google Shopping campaigns in AdWords. I would appreciate if you could help me clarify the following issues:

 

1) Two countries with same currency and same language

In my case these target countries are Germany and Austria (language: German, curreny: EUR). The landing pages for both countries are the same.

Question: Do I need to upload two identical feeds each targeting one of the countries or should I upload one feed and add both countries as target country to that feed? I think the last one is correct, because why would there be this option in the feed settings, if you shouldn't use it, right?

 

2) Same language, different countries and currencies

We have an English version of our website and use EUR as currency and so far we have uploaded one feed with this combination. We plan to target the UK with this feed and let Google automatically do the currency conversion into GBP for us. Can we also use the same feed to:

 

a) Target let's say Irland (without the currency conversion as Irland uses EUR) by adding Irland as a target country next to the UK in the same feed?

b) Use the same feed to target English speaking minorities in countries where the Merchant Center allows this (e.g. in Germany (currency: EUR) and Czech Republic (currency: CZK)) by adding these countries as a target country next to Irland and the UK in the same feed?

 

3) Will AdWords then know which feed to use in the right situations?

I plan to setup a shopping campaign in AdWords for each country. When you setup a shopping campaign, you can only add a Google Merchant id to it and not a feed id. If we use more than one feed per country, let's say a German feed and an English feed for Germany, will AdWords automatically show ads from the German feed when someone in Germany searches for a German search term and show ads from the English feed when someone in Germany searches for an English search term?

 

Thanks a lot!

Lars

 

2 Expert replyverified_user

Re: Google Shopping in multiple countries and languages

[ Edited ]
Top Contributor
# 2
Top Contributor

google shopping-ads have rather strict rules and policies with respect to
country targeting, for both the submitted data and website landing-page.

(A) if the target-country differs by both language and currency, then
google only allows two options to advertise using shopping-ads --

(a) either separate primary-feeds per target-country --

use fixed-prices and human-translated content with separate landing-pages,
per target-country -- register a separate primary-feed per target-country,
and then submit a separate primary-feed, per target-country, that matches
the landing-page details exactly -- multiple feeds per target-country are
required but, google dropped the different-id requirement.

to stay within the rules and policies, typical implementations include using
url-parameters with server-side-scripts and server-side-scripting-language, or
separate directories/folders -- for each supported currency country/language;
e.g.
http://www.example.com/products/widget?locale=us-en&color=red&size=large
http://www.example.com/products/widget?locale=uk-en&color=red&size=large
http://www.example.com/products/widget?locale=de-de&color=roter&size=grober
http://www.example.com/products/widget?locale=ca-en&color=red&size=large
http://www.example.com/products/widget?locale=ca-fr&color=rouge&size=grand
or

http://www.example.com/products/large-red-widget
http://www.example.com/uk-en/products/large-red-widget
http://www.example.com/de-de/products/grober-roter-widget
http://www.example.com/ca-en/products/large-red-widget
http://www.example.com/ca-fr/products/rouge-grand-widget

 

each landing-page must conform to all shopping-ad

and merchant-center policies for the target-country.

(b) or, one primary-feed, and separate supplemental-feeds per target-country --

the same landing-page is used for all target-countries.

google's multi-country-feed (automated currency-conversion) feature
is used and a multi-country-feed must be added, per supported country,
under the primary-feed, using the primary-feed's target-country settings --
google handles the currency-conversion automatically.

then, a supplemental-feed must be created and submitted,
per-target-country -- that contains the human-translation
of the primary-feed-data (title, description, etc.) and
optionally any shipping or related per-country details.

each supplemental-feed will be automatically added as a feed-rule.

note that there is no real data in a multi-country (currency-conversion) feed;
rather, the data is generated automatically, by google, from a combination
of the primary-feed data, the automated currency-conversion by google, and
the supplemental-feed/feed-rule containing the human-language-translation
of the primary-feed data.

(B) if the target-country differs by only currency, then
google allows either method (a) or (b) -- but excluding the
need for any language translation, or supplemental-feed --

assuming no shipping or other country-specific changes

are needed.

(C) if both the language and currency are the same, then
google allows either method (a) or (b) -- but excluding the
need for any automated currency-conversion or language

translation or supplemental-feed -- assuming no shipping

or other country-specific changes are needed.

(3) all submitted data is funneled into the same linked ad-account --
regardless of how the data is submitted or who submits the data --
there is no such concept as selecting a specific data-feed (file).

country targeting is mainly determined by the campaign-settings
and google's shopping-ad rules and policies for the target-country,
with respect to submitted data and the landing-page.

then, google mainly uses the physical location of the person during searching,
and other user-behavior to determine the best items to compete in the auctions.

otherwise, the auction outcomes are determined by quality and the bid.

 

Google Shopping in multiple countries and languages

[ Edited ]
Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Hi Celebird,

 

and thank you for your answer! However, I would like to ask you to answer my specific questions instead of a general setup instruction. I think I have narrowed down my questions to be very specific and straightforward. Could you use the same procedure? Your answer is a bit too advanced for me at this point :-)

 

Thanks a lot again,

Lars

Google Shopping in multiple countries and languages

Top Contributor
# 4
Top Contributor

1) No, simply add the additional country in the feed settings located under Products > feed > click your feed > settings

Why, because you can also create dedicated feeds for each target country

 

2a) yes, but currency conversion will not be enabled

2b) you cant, because you are only aloud to use 1 physical product per target country

 

3) yes by selecting the correct country in the campaign target country. Only feeds in google merchant center from the target country will match the target country in adwords from the campaign setting

 

Hope it helps.

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Google Shopping in multiple countries and languages

[ Edited ]
Top Contributor
# 5
Top Contributor

first, you're welcome.

(1) the landing-pages cannot be the same if shipping is different;

if shipping, language, and currency are all identical,
then use the same landing-page for the target-countries,
and upload only one, single, primary-feed.

then under the primary-feed's settings, set a multi-country
entry, with the same currency set, for each target-country.

(2) the currency-conversion-feature has been replaced by multi-country-settings;

(a) no.

multiple counties cannot be added to
the primary-feed's submitted data --
except for the optional shipping attribute.

rather, under the primary-feed's settings, set a multi-country entry, with
the a different currency set, for each target-country -- then, google will
convert the currency by creating a multi-country-feed, automatically.

(b) no.

multiple counties cannot be added to
the primary-feed's submitted data --
except for the optional shipping attribute.

rather, under the primary-feed's settings, set a multi-country entry,
with a different currency set, for each target-country -- then, google
will convert the currency by creating a multi-country-feed, automatically,
for english-speaking-minorities, using the same primary-feed.

(3) no.

to target multilingual users, a separate country and language must
be selected in the merchant-center when registering the feed, and

a corresponding country and language must be selected within a

shopping-campaign, to target users who speak more than one

supported-language, in a supported-country.

a single shopping-campaign may target only one country with one language.

for the merchant-center, the target-language details
may be submitted either in a separate primary-feed,
or as a supplemental-feed under the primary-feed

otherwise, this is a peer-to-peer  community forum;
forum-members cannot look into any accounts to offer
any such account-specific guidance -- the best likely
course would be to contact google.

 

see also

https://support.google.com/merchants/answer/160637

https://support.google.com/merchants/answer/7439882

 

Google Shopping in multiple countries and languages

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

Hi Emmanuel F and Celebird,

 

and thank you to the both of you for your answers. They seem to be a bit contradicting but I think they will help me in the end. I will let you know if I have further questions and I will also post my final feed setup when I am done.

 

Thanks,

Lars

Google Shopping in multiple countries and languages

Top Contributor
# 7
Top Contributor

I misread your questions to 3, I did not notice you mentioned multiple feeds to 1 target country, as you asked this in point 2b. Didn't notice you asked further on this. Celebird is correct.

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