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Target Country in merchant center VS target location in adwords?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭



I've just started making my first feed and ads for Google Shopping.

One thing that I'm still wondering though; when you are in Google Merchant center you have to select a target country for every feed.

But what is the difference then with target location in Adwords?


For example I have a feed in Dutch, target country is Belgium. But I could use the exact same feed for target country Netherlands. Can I just go to Adwords and add both countries as target location? 

Or do I really have to duplicate the same feed in Merchant Center and have to select Netherlands there as a target country?

I'm just wondering why the option target location is there then when you are making a Shopping ad? Can't they just remove the input box and standard select the target country from the merchant center? Because it's really confusing.


Another question I have, here in Belgium we can make feeds in 2 languages, French and Dutch. How do I manage that? I just upload 2 different feeds as country target Belgium in the Merchant center, and in Adwords I make 2 different campains with both target location Belgium?


Thanks a lot for the answers, Google Shopping seems really cool!



1 Expert replyverified_user

Re: Target Country in merchant center VS target location in adwords?

[ Edited ]
Top Contributor
# 2
Top Contributor

(1a) the feed's target-country determines the rules
and policies and the default country targeting --

e.g. the top-level country domain.


(1b) the shopping-campaign location determines
the bidding strategy for the target-country and

possibly who might be targeted with a finer granularity --

e.g. an advertising campaign that targets specific brands

for users in a specific region within the target-country.


a separate shopping-campaign should be created per target-country.

(2) the same feed cannot be used for more than one target-country.

(3) duplicate feeds are not allowed.

(4) no; each feed must be registered for a specific target-country.

(5) no; only one language for the feed and site must be selected and used.


practically, selecting either belgium or the netherlanders -- only one --

based primarily on the website details and the physical location of the

product inventory and delivery details, would likely be best, as a start.


the country details for product-listing-ads are based on the registered feed's
target-country, the associated shopping-campaign, the user's behavior and
settings, and other locale factors during searches.

the defaults generally include the entire target-country and anyone
around the world who might exhibit those traits -- such as a user
using a specific search-term or top-level country google domain.

for example, or and their respective shopping domains.

all items submitted are funneled into the same linked account.

the same feed cannot be used for more than one target-country;
that is generally not allowed and will usually result in items being
removed, disapproval or suspension from the program.

although, in the specific case of belgium and the netherlands, it may
seem like the same feed might be used, based on only language and
currency details, that is not the case.

each country also has specific rules and policies for the physical items --
for example, radar detection products are not allowed for a feed registered
for belgium and such items would need to be removed from the feed.

for countries that allow multiple languages, only one is allowed --
the language must match the feed and website landing-page and

must be the same regardless of where the user is physically located.

for example, either french or dutch.

importantly, items are tracked by id --
items per target-country must have
separate, different, unique, id.
nl-abc123, be-abc123

items with identical id will be overwritten,
based on time, regardless of any feed and
will typically trigger a disapproval, eventually.

the target for the shopping-campaign allows for more accurate
or more restricted geographic targeting than the registered
feed's target-country defaults.

the same feed cannot be used for more than one target-country.

the feed-name, the feed-contents, and any associated account settings
must all adhere to the rules and policies for the target-country --
which are not necessarily identical despite the superficial sameness
of the language and currency.

for example, shipping must be from the perspective of
the user within the registered feed's target-country.

the website landing-page, e-commerce transactions, and
(feed) data submitted must all conform to google's policies,
rules, and requirements of each specific target-country.

anyone from around the world may search for any
items in any of google's target-country domains --
there is nothing required and nothing that needs
to be done for that to happen.

the same feed (data) cannot be used for more than one target-county --
that is not allowed and will typically result in all items being unlisted,
removed, rejected, the site disapproved or account suspended.

a new feed must be registered for each target country.

however, simply registering and creating a separate feed is not enough.

the same link landing-page usually cannot be used for more than one country --
landing-page language, price, and currency, must reflect the target-country.

the same e-commerce checkout usually cannot be used for more than one country --
the price and currency information must adhere to the policies of that country.

the same set of physical items may not nessarily be allowed.

when registering the data-feed file for a specific target-country --
the pull-down list of countries (and the one you select) determines:
(1) which target-country rules and policies you must follow
on your site, in your feed, for e-commerce transactions, and
with respect to the type of physical inventory items allowed;
and (2) which google (shopping) target-country
domain your submitted feed items may be listed.

generally, there are price, id, shipping, tax, delivery, customs, currency,
language, product category, payment, and product-listing-ad, requirements
per target-country -- on the website, in the feed, and for e-commerce.

the top-level shopping domains under which
the items will be listed are also different.

typically, the website and e-commerce must first be changed to accommodate the
rules, policies, and guidelines of a target-country; then, (using the updated
website information), a different feed is created and changed to accommodate
all rules and requirements of the selected (registered) target-country.

importantly, google does not allow automated machine language translation
or real-time rate-currency conversion within the data-feed or on the website.

also importantly, the registered target-country landing-page must be universal;
for example, if the target-country's required currency is euros, then the price
in euros (on the website's link landing-page) must show exactly the same --
regardless of where the user might be physically located.

Re: Target Country in merchant center VS target location in adwords?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks a lot for the very extensive answer, very interesting.

So if I understand well, for Belgium and Netherlands (both Dutch speaking), I cannot use the same feed? I mean even if I change the requirements for the country? The products stay exactly the same for both countries...

What I still don't completely understand, I got 2 feeds now in Merchant Center, one for France and one for Belgium. But when I'm making a campaign in Adwords for France he automatically adds all the products from both feeds, Belgium and France...
How can I just only select the onces from France? I don't even find a way to just delete the products?

Where do I select which feed to use for which campaign in Adwords?

Re: Target Country in merchant center VS target location in adwords?

[ Edited ]
Top Contributor
# 4
Top Contributor

first, you're welcome.

(a) yes.
(b) yes.
(c) yes -- however, the products submitted may or may not stay
the same depending on a variety of factors; including google's
rules and policies for that target-country, physical inventory
location and delivery capabilities, the advertising strategy for
a specific target-country, etc.

(d) all product items, from all feeds, from all target-countries,
are funneled into the exact same linked account -- regardless
of the number of feeds, the number of target-countries, or the
number of shopping-campaigns within the linked account.

(e) unfortunately, forum members cannot look into feeds or accounts.

generally, if only one set of items from one feed is being seen then,
the issue is usually related to either shopping-campaign details or,
the submitted (feed) data -- all feed data cannot be identical and
must be unique with respect to each target-country.

at least id, and usually shipping, must be unique per target-country.

the primary goals of shopping-campaign product-groups are to create
an advertising and bid strategy and then implement those strategies
by dividing the physical product inventory along multiple dimensions
and setting bids per product-group, using attributes in the feed --
e.g. bidding higher or lower for certain brands.

there is no way to select a feed within a shopping-campaign --
all items from all feeds are all funneled into the same linked account.

products-groups are based on attributes within each feed, such as brand;

an item's bid may be across target-countries depending on the strategy --

for example, bids for a set of brands may be using identical strategies

across multiple target-counties; so, there is no need for such an item

to exist within multiple product-groups in that case.


the id value for an inventory item must be unique per target-country --
the same feed *cannot* be used for more than one target-country.

even if all things are otherwise equal for the language and currency,
shipping details must be from the perspective of the person in the
target-country and the id attribute values must be unique.

for example, if an item has an internal sku of abc123 then,
the id values for the belgian and french feeds might be:

otherwise, the best likely course would be to contact a
merchant-center, shopping-campaign, support specialist
in your local area and time zone --