We are a US based e-commerce website. We currently have google shopping set up for the US which works great. We offer free shipping around the world. We know google shopping for the UK doesn't work well (tried and tested) being a US based website, how about Australia? Is there any point in targeting?
There is allot of point advertising in other countries, you do need to setup an effective dedicated data feed and tailor the ads and content towards the native country.
For example submitting US language to the UK, is not always effective. If your selling pants, than in the uk it's trousers.
As Rob mentioned testing is key, but also having an effective setup.
Hope it helps.
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