If Google Shopping has launched where you live then you might have already forgotten life without it. However, it’s still rolling out worldwide and more countries continue to be added.
This is an especially exciting prospect for advertisers. Even if your company isn’t based in one of these newly added countries, it opens up the possibilities of your advertising reach. Google added 33 new countries this year which brings the total number of available Google Shopping markets to over 90.
These are the 33 new countries in beta now available for Google Shopping:
- Costa Rica
- Côte d'Ivoire
- Dominican Republic
- El Salvador
- Myanmar (Burma)
- Puerto Rico
- Saudi Arabia
- Sri Lanka
Table of Contents
What do these new countries mean for you?
Tips for getting started
Which language and currency should you be using?
What do these new countries mean for you?
Now that new countries have become eligible for Shopping ads, you'll be able to target them with your campaigns no matter where you are in the world.
If your company is based in one of these new countries, now is your chance to really maximize the impact of your advertising. Chances are, you might have already been using Text ads. By branching out to Shopping ads as well, you can begin to dominate the search page of your local market by running both at once.
There are also many reasons why you may be motivated to expand your business to one of these countries. One example is if you’re already using the local or supported language and you find there is a demand for the products you're selling.
For each new country, you’ll need to create a new Shopping campaign. This could be as simple as duplicating your existing feed and just making a few changes if you’re keeping everything in the same language.
Tips for getting started
When adding a Shopping campaign for a new country, there are some things you can do to set yourself up for success. Let’s start with the basics.
How to manually add a new country
Once you’re logged into Merchant Center:
- Click on ‘Products’ from the side panel
- Go to ‘Feeds’
- Add a new feed or choose a pre-existing one
- Click on the ‘Setting’ tab
- Select your country and then which language you’ll be advertising in
The most important thing to remember is that your product feed and landing pages need to be in the same language you’ve chosen here. Make sure to pay attention to the supported currency and supported languages of each country. You can find a full list here.
Each domain can only be linked to one Google Merchant account. If your newly localized pages fall under the same domain, then you'll need to use your original account.
If you’re using a Smart Shopping Campaign then it’s recommended to set a target ROAS value. This will help give you more consistent performance while the traffic is growing in these countries.
You can also keep your pre-existing Display ads running since they will be able to continue parallel alongside your Google Smart Shopping Campaign.
Potential problems and limitations
Whether you're using Google Shopping or expanding by other means, advertising in a new country can come with it's own set of challenges. Each market has their own nuances, cultural expectations and buying habits.
While setting up your Shopping campaign, you'll want to think like your new potential customers and remove any obstacles that might prevent them from making a purchase. This can be anything from reducing shipping timeframes to making sure your website translations sound natural and are accurate, rather than just translating word by word.
Since these countries are in beta and not fully rolled out, overall performance may differ from what you’re used to. For example, some products advertised in beta countries may not be able to show everywhere. Be aware of specific guidelines for countries and remove unsupported products from your feed if necessary. Participation in targeting these beta countries may not be available to all merchants. You’ll be able to know if you’re eligible by double checking in the Merchant Center.
In general, getting your products approved by Google takes up to 3 days. However, with countries in beta it could take some time longer. The exact time isn’t specified, but you can make sure it doesn’t take any longer than necessary by creating product feeds free from errors and being familiar with regulations.
Which language and currency should I use?
Which language and currency you use with your product feed really matters depending on the country you’re targeting. Here’s a table that provides information which languages are supported by each country, and which is the supported currency.
In most markets, English will be a supported language. But it isn’t necessarily a good idea to stick with your English feed just for the sake of convenience. It’s not required for you to use the local language, but your product feeds and landing pages need to be in the same language.
Let’s use Costa Rica as an example. When submitting your products, you definitely need to have a product feed in Spanish as well and all linked landing pages in Spanish if you want Spanish speakers to find your products. But, if you’d also like to target English speakers in Costa Rica, you can submit an additional feed in English.
The key here is to make sure that your product feed matches your landing pages exactly in language and currency. If you're feeling up to tackling a larger challenge, you could even consider creating localized landing pages and data feed.
If you think about the beginning of your shopper’s journey, they’re most likely to start their search in their native language. If you’re advertising in a Spanish speaking country, but your ads and product feed are in English for example, they won’t come across your ads. This is where localization comes into play.
Localization is the process of adapting your current product for another country. There are two aspects to consider here; language and eCommerce. You can probably already guess what each of them focus on.
Language localization is translating all the copy of your product (and product feed) into the local language. It’s possible to do a simple, direct translation of your website to meet the language requirements. However, localization entails more than just that. You want your content to sound as natural as it does in the original language. By providing the shopper with quality copy in their native language, you’ll enhance their experience and earn credibility for your brand.
eCommerce localization does the same thing except with changing the price and taxes to fit the local currencies and laws. It can be a turn-off to shoppers to have a price shown in something other than their local currency. They’ll be more likely to commit to a purchase if how much they’ll actually spend is clear.
Google’s currency converter
This is a helpful tool for easing your workload when starting a Shopping campaign in a country with a different currency than your products are listed in. Using Google’s currency converter will automatically show your products listed in the shopper’s local currency on the search page without you needing to update your website.
Google Finance is used to show the estimated converted price based on current exchange rates. While it may not be exactly the same price that the shopper ends up paying, it will give them a good idea of how much they’ll be spending.
It’s important to note that you’ll still need to meet the language and shipping requirements for that country. You’ll find this feature the most helpful if you’re wanting to expand to a country that you already ship to and use the local language.
One of the main benefits of selling in these markets is that you’ll be one of the first before it becomes oversaturated. There may currently be an unmet demand in one of these countries for a product you sell.
You’ll also be able to expand your reach into these countries both intentionally and unintentionally. Say someone in Costa Rica is searching for products in another country. If the keywords in their search match the data feed for your products, Google will actually show them your ad. The best part is, you won’t be charged for these kinds of clicks.
Another benefit to selling in different markets is being able to maximize your ad reach by expanding to countries in different time zones and seasons. By selling in the US and a European country for example, you’ll get round the clock search impressions.
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Whenever Google includes more countries eligible for Shopping Ads, it’s a chance to broaden your horizons. It brings new opportunities for merchants and advertisers to share their products in new parts of the world. You can either expand your campaign to countries with the same language and currency that your feed is currently in, or dedicate some time and effort to creating a new feed with a local language and different currency.