Use Shopping ads to reach new global customers, promote the products you sell, and find better qualified leads by putting your product images, details, and business name in front of people searching globally on Google.
Shopping ads offer you several features to help support global advertising, such as automatic currency conversion in case you can’t provide product prices in a foreign currency. You can also submit English feeds in any country in which Shopping ads are available.
This article explains how to show Shopping ads in countries different from your home country.
Before you begin
- Identify new countries where you'd like to promote your products.
1. Create a feed for your new country of sale
To begin showing your ads in a new country, you’ll need a separate feed.
- Duplicate the feed that is most useful for your country of sale and modify your shopping product data in any way you feel necessary. For example, you may choose to remove heavy items you don't want to ship across borders.
- Use the right language and currency. If you want to sell your products in another country, you'll need to be sure that your Shopping ads are showing the language and currency that your audience uses, and that matches your landing pages. Learn more about language and currency requirements
2. Set up tax and shipping settings specific to your new country
- Follow the correct tax policies for your country of sale. Tax for Shopping ads is restricted to two concepts: value-added tax (generally called VAT, IVA, TVA, MWST or GST in different countries) and sales tax. Value-added tax is used in most countries in the world, and sales tax is used in the US. Depending on which countries, a number of different tax scenarios can occur. Learn more about tax settings
Included tax vs. excluded tax using country of sale currency
taxattribute. In case the merchant does charge tax in Canada, they can say so on their landing or checkout pages.
Included tax vs. excluded tax using currency conversion
If a merchant exports to Australia in USD, Australian customers are able to identify the merchant’s location by the currency in the ad. The merchant must follow US sales tax rules in their product data and on their website. The
taxattribute should be used in place of the
priceattribute to submit tax information. Since Australian consumers expect taxes to be included in prices, ads show a “+tax” annotation to indicate to users that tax is not included in the price.
Different levels of included tax
If you sell from one country that includes tax in prices into another country, it is likely that the VAT rates are different. You must include tax in your product prices. In case you use the country of sale currency, you can choose to include the tax rate you use on your website. If you use currency conversion, you should use the VAT rate from the country of your chosen currency.
If a French retailer (VAT rate 20%) = exports to Sweden (VAT rate 25%) they can choose to include either 20% or 25% in the product price as long as it matches both the landing page and the checkout pages on their website.
- Identify import or export charges. These are charges that cover costs charged in direct connection with products crossing a border. Often this is referred to as duty, excise, or customs, but can also include storage cost, special handling fees, or other costs. Some countries also charge a luxury tax or product specific tax for certain imports. These types of charges don’t fall under the tax category, but are considered an import or export charge.
To make sure that consumers can connect information they see on Google with the information that they see on your website, you must clearly label the relevant costs and submit information in your product data accordingly.
Based on how you operate, you may display import and export charges on your checkout page separately, combine them into a single line item, or combine some of them with existing shipping costs. The import or export charges can be combined into the
priceattribute. If combined with the
priceattribute, the product price on the landing page and checkout page must match the value submitted for the price attribute and the item can only be advertised in the target country.
3. Follow Shopping ads requirements for your new country of sale
- Make sure your landing pages are up to date. Dynamically switching the content, such as language or currency, on your landing pages based on user location is against Shopping ads requirements. Learn more about landing page requirements
- Follow policy requirements for your new country. Check on the requirements for your new country of sale. To avoid disapprovals, make sure your product data complies with policies. Learn more about Shopping ads policy
- Comparison Shopping Services (CSSs) can place Shopping ads on Google on behalf of merchants in countries that are part of the European Economic Area (EEA) and in Switzerland. Learn more about advertising with Comparison Shopping Services
4. Create a Shopping campaign for your new country of sale feed
- Create a Shopping campaign as you normally would, using a new campaign name and your new country of sale. You’ll also need to setup your maximum cost-per-click and average daily budget, which do not need to match those of your original feed.