Use Shopping ads and free product listings to reach new global customers, promote the products that you sell and find better qualified leads. Show your product images, details and business name to online shoppers and help people find what they’re looking for.
Shopping ads and free listings offer you several features to help support your global reach, such as automatic currency conversion in case you can’t provide product prices in a foreign currency. Learn more about using the right language and currency
This article explains how to show Shopping ads and free listings in countries different from your home country.
Before you begin
- Identify new countries where you'd like to list your products.
1. Create a feed for your new country of sale
To begin listing your products 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 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 list your products in another country, ensure that your products 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 delivery settings specific to your new country
- Follow the correct tax policies for your country of sale. Tax for Shopping ads and free listings is restricted to two concepts: value-added tax (generally called VAT, IVA, TVA, MWST or GST in different countries) and sales tax. Most countries use VAT, while the US has a sales tax system. Bear in mind that each country’s tax regulations and policies differ. When you set up specific tax and delivery settings for a new country, ensure that you’re providing correct information for your products. 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
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 that you use on your website. If you use currency conversion, you should use the VAT rate from the country of your chosen currency.
- 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 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 import or export charges can be combined into the
price attribute. If combined with the
price attribute, 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 listed in the country of sale.
3. Follow 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 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, Learn more about Shopping policies and requirements
- Comparison Shopping Services (CSSs) can place Shopping ads and free listings 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 (Shopping ads only)
- If you want to list your product on Google with Shopping ads, 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 average daily budget, which does not need to match that of your original feed.