Last updated on November 10, 2023

Multi-country advertising for Shopping Ads in Google

Previously, Shopping ads required one feed per country-language pairing. Now you can submit a single feed per language that automatically applies to all countries where that language is relevant.

According to Google multi-country advertising simplifies cross-border export and allows advertisers to scale their products more easily and will give consumers a broader product selection.

We think it is a very smart move by Google. It boosts European advertisers to target multiple European countries at once, by using their existing feed. 

Feeds for European countries can only target other European (EEA) countries. Here is an overview of the countries you can target when you have a feed in a certain language:

LanguageCountries in which you can automatically show
EnglishAustria, Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey, United Kingdom
DutchBelgium, Netherlands
FrenchBelgium, France, Switzerland
GermanAustria, Germany, Switzerland
ItalianItaly, Switzerland

Google has updated the product list to show the status of your products for each target country: 

So it can be the case that you now have more Products (= product-country combiations) in your Merchant Center:

In most case you do not have to worry that you suddenly target other countries with your feed. You need to have 1. Shipping settings for the extra country in your Merchant Center and 2. Campaigns that targets the country as well.

How to manage country settings for shopping feeds?

Add countries

It is now possible to add extra countries to your feed manually:

Go to: Products > Feeds

Select a feed


Click Add multiple countries:

Remove countries

To remove countries that were automaticall selected by Google (based on the combination of language and countries you ship to) is a bit more complicated. You need to add a feed rule:

Go to: Products > Feeds

Select a feed


Add a feed rule to exclude a certain country. 

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