Export your products with Shopping ads

Use Shopping ads to reach new global customers, promote the products that you sell and find better-qualified leads by putting your product images, price 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, and the ability to submit English feeds in 21 countries.

This article explains how to show Shopping ads in countries other than your home country.

Note: These export features are available only for Shopping ads, and should not be used for Shopping Actions.

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 that you feel necessary. For example, you may choose to remove heavy items that you don't want to deliver across borders.
  • Use the right language and currency. If you want to sell your products in another country, you'll need to make sure that your Shopping ads are showing the language and currency that your audience uses, and that match your landing pages. Learn more about language and currency requirements

2. Set up tax and delivery 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 the country, a number of different tax scenarios can occur.  Learn more about tax settings

Included tax vs excluded tax using country of sale currency

If you sell to a country with tax-inclusion policies different from those in the country that you sell from, consumer expectations may be different from what you're used to. In this case, you'll need to adjust your tax practices. Since you're using the currency of the country of sale, you need to follow the price and tax requirements of the country of sale.
In Germany, tax is included in product prices. In Canada, tax is not included. A merchant based in Germany that exports to Canada in the country of sale currency must not include any tax in their product prices. In Canada, merchants must also not submit any tax in the tax attribute. 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 you use currency conversion, consumers may assume that you are not a local advertiser. As such, you have to follow the price and tax requirements for the country that match your chosen currency.
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 tax attribute should be used in place of the price attribute 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 the case that you use the country of sale currency, you can choose to include the tax rate that 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 costs, 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 that 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 delivery costs. The only product attribute that can contain import or export charges is the delivery attribute. Never submit import and export charges as part of the tax or price attributes.
Your delivery provider handles customs clearance, but you still charge import duties yourself. On your checkout page you should have a 'delivery and customs' charge and an 'import duty' charge. You should submit a delivery cost that includes customs clearance charges and matches the 'delivery and customs' charge on your checkout page. The import duty charge must be displayed on the checkout page, but does not need to be submitted to Google.

3. Follow Shopping ads requirements for your new country of sale

  • Make sure that 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 that your product data complies with policies. Learn more about Shopping ads policy

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 set up your maximum cost-per-click and daily budget, which do not need to match those of your original feed.

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