Available countries to target on Google Shopping
Updated in December 2018
Click on the name of one country and learn more.
Country availability of Showcase Shopping Ads
Google Showcase Shopping ads is a fairly new type of Shopping ads that can promote a group of products for generic search terms. The main difference is that on those ads, Google shows a collection of products instead of just one product. Showcase ads are supported only on 17 countries out of the 43 available Google Shopping countries, so before adding those performant ads into your campaign strategy make sure that you will target one of the following countries:
- Hong Kong
- New Zealand
- the Philippines
- South Africa
- United Arab Emirates
- the UK
- the US.
Updated on July 2018
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What If Your Country Is Not Available For PLAs Yet?
If you live in a country where Google Shopping is not available yet, like Greece, don’t worry; Google continually adds new countries for PLAs. Usually, they first add a country as beta and it becomes official soon after. What you can do until then:
- Start using Merchant Center for Google Dynamic Remarketing. Simply upload your product feed to merchant center, link AdWords with it, and create your Remarketing campaign. When PLAs become available for your country you’ll have almost everything set up, so you won’t need time to adapt, unlike others that have done no preparation.
- Start PLA Ads by targeting a different country than your current one. Read more about this in the next section.
What you need to know about Google Shopping Countries
You can target a country that is different from your current country
Before targeting to another country, keep in mind that your store must also have a version with the supported language of that target country and, of course, you should be able to ship to this country. A general rule of thumb is that if you have an English version of your store then you can show PLAs to most of the available countries.
You can target a country that is using a different language
In general, if you have an English version of your site, then you can target many of the available countries on Google Shopping.
We’ll demonstrate how through an example. Let’s say that you have a store in the UK and that you are able to ship to visitors from Europe. At some point, you realise that visitors from Germany have a high conversion rate and decide to start PLAs to Germany. The problem is that you don’t have a German version of your site, which is a prerequisite, as mentioned above. What you can do to overcome this obstacle is launch PLAs that target Germany while making sure your ads are in English. According to Google, ads will be shown in the language the users use to conduct their search (in our case, English).
You can target a country that is using a different currency
Since Google can do the currency conversion for you, it is easy to target a country with another currency. In the previous example, your UK store has prices in GBP. However, Germany has EUR. Hopefully, the conversion from GBP to EUR happens automatically using Merchant Center when someone sees your product on a Google Shopping ad.
The feed can change based on the target country
While your product feed has many ‘standard required attributes’ such as price, title or image link, there are many other attributes that you should include in your feed, since Google adds more required attributes based on the country that you select to target.
For example, if you target Germany, you must include an age_group attribute that sets the age your products target, like newborn, kids or adult; that is if your products target different age groups.
To learn more about what you’ll need on your feed based on your target country, check the full list of attributes for feed by Google. Go through the list and check the attributes one by one to see which of them are required for the country you are targeting.
Meet Google Policies for the Country you plan to target
If you have launched ads in an ad network, then you know that you have to meet some policies in order for your ads to show. The same goes for feed - different policies apply based on the type of products you want to advertise. Below, is a list of various types of products that have different policies across countries:
- Healthcare products - Check what policies are applied to the country you want to target.
- Adult-oriented content - Check this list.
- Alcohol products - Check this list.
Are you ready to start advertising in a new country but don’t know where to start? Follow our Google shopping setup guide and start showing PLAs ads in minutes!
If you are looking to advertise to a new country and want to get the best ROI from your Google Shopping ads, you’ll need a Google Shopping Software that can manage and optimise PLA campaigns for you. Adaplo uses the power of machine learning, to achieve just that!