How to Run Google Shopping Campaigns in Multiple Countries
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How to run Google Shopping campaigns in multiple countries (2025)
Expanding your website into new languages is easier than ever with modern website translation solutions designed for eCommerce. A user-friendly interface combined with powerful localization features makes it simple to adapt content for global audiences, while built-in tracking ensures translations stay accurate and consistent across every page.
For online retailers, building an international presence is essential. Running Google Shopping campaigns in multiple countries can dramatically increase reach and revenue abroad. However, creating these campaigns isn’t as straightforward as setting them up in your home market. Merchants must account for language barriers, currency conversions, cultural nuances, and operational logistics like shipping, duties, and tax regulations.
By integrating multilingual eCommerce tools directly into your site, you can streamline this process – making it easier to translate product pages, generate international product feeds, and manage multilingual campaigns seamlessly. This not only improves visibility in search results but also builds trust with shoppers who expect to browse and purchase in their own language.
In this guide, we’ll walk you through six essential steps for globalizing your Google Shopping strategy and unlocking new opportunities to connect with customers across borders.
1. Decide on the countries for your Google Shopping campaigns
When aiming for cross-border eCommerce growth, it’s important to note that Google Shopping campaigns are only supported in selected countries and currencies. The full list of eligible regions and payment options is available on the official support page. Reviewing these details first allows you to identify the markets where you can effectively launch multilingual Google Shopping campaigns.
After shortlisting your target countries, evaluate critical factors such as:
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costs associated with website translation and localization services
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the complexity of managing multilingual product pages
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the level of accuracy provided by your chosen eCommerce translation solution
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availability of customer support and helpful resources
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the speed and efficiency of translation updates for international product feeds
By addressing these considerations early, you’ll set a strong foundation for smoother campaign setup, improved ad performance, and greater trust among international shoppers. Ultimately, this helps drive more conversions and long-term success in global markets.
2. Localize your Google Shopping product data
Before launching Google Shopping campaigns, you’ll need to submit relevant information about your products. This data typically includes the product title, description, image link, and price (in the appropriate currency). A complete list of supported product data attributes can be found on Google’s official support page.
It’s important to adapt this product data for each of your target countries. For example, you may need to:
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translate product content into the local language
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adjust pricing to the correct currency
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refine descriptions to ensure cultural relevance
Managing this manually can be time-consuming – especially if you’re creating multiple listings for international markets.
If your website is already localized with a translation solution, that same technology can also be used to adapt details within existing Google Shopping product feeds. For instance, you can take the XML URL of your feed and add specific HTML elements to it. The system will then instantly translate your product data, making it ready for global campaigns without extra effort.
This approach helps streamline multilingual product feed management, reduces errors, and ensures consistency across your entire cross-border eCommerce strategy.
3. Localize your Google Shopping landing pages
Which pages will users land on and visit after clicking your Google Shopping ad? Outline the entire user journey – from your product listings to your shopping policies, checkout page, and so forth – and make sure to localize your webpages accordingly.
Localization work may involve translating text, adapting content to different cultural contexts, localizing graphics, and creating multilingual websites.
Strictly speaking, translating the landing pages associated with your Google Shopping ads isn’t essential. However, if you want to maximize your reach, you should consider using a translation service to ensure your landing pages are available in any language that Google supports.
It’s not a must to list your prices in the local currency of your target audience. Google can do the conversion for you, and display the converted currency alongside the one you’re using for your items. The software can help you make sure that your website is available in multiple languages, allowing you to reach more potential customers.
Nevertheless, we’d recommend localizing your landing pages to help international customers understand your content and place orders with you. Just imagine you are browsing a page in a language you have difficulty comprehending. Would you remain on the website for an extended period, let alone purchase something from it? Most likely not.
Although website translation involves quite a bit of work, ConveyThis can dramatically expedite the process. Installing this plugin on a website allows it to detect content and quickly translate all discovered text through its exclusive blend of machine learning translations. The resulting high-caliber translations can be further adjusted by hand prior to being published. You can try it on your website for free here.
4. Set up the product feeds for your international Google Shopping campaigns
With the groundwork completed, you can now configure your global Google Shopping campaigns with precision.
Start by logging into the Google Merchant Center and setting up a new feed to submit your localized product data. Product information can be added in different ways – for example, through a Google Sheet or by uploading a file directly from your computer.
To maximize performance, it’s best to create separate international product feeds for each target audience based on their country, currency, and primary language. This ensures that every campaign is properly localized for the customers you want to reach.
For instance, you might prepare distinct product feeds for different audience segments such as direct shoppers, search engine crawlers, or social media platforms. While it is possible to reuse feeds across multiple countries, this only works when the audiences share the same language and currency.
As an example, a feed prepared for English speakers in France could also be applied to English speakers in Italy since both groups use the Euro. This way, the same landing pages and product details remain relevant with minimal adjustments.
However, repurposing feeds across markets with different currencies can cause problems. For example, adding the United States to a feed built for Euro transactions in France would lead to pricing mismatches and a poor user experience. To avoid this, always tailor your multilingual Google Shopping feeds to match the specific needs of each region.
5. Set up Google Shopping campaigns for each of your target countries
Once you’ve connected your Google Ads account with the Merchant Center, you can begin setting up product feeds. After completing this step, head over to the Google Ads platform to create a new Shopping campaign.
When building your campaign, select the product feeds you want to advertise. You’ll also need to configure essential settings such as budget, audience targeting, and bidding strategy.
It’s often useful to create multiple campaigns tailored to different countries and customer segments. This allows you to optimize performance across various regions while keeping your international product feeds aligned with local currencies and languages.
For a step-by-step walkthrough of campaign setup, you can refer to Google’s official support page. With the right structure in place, you’ll be better equipped to scale your cross-border eCommerce strategy and maximize returns from global markets.
6. Monitor the performance of your Google Shopping campaigns
Let your Shopping campaigns run, then utilize their outcomes to direct your next moves.
If your clickthrough rate appears to be low, this could indicate that your ad isn’t sufficiently interesting enough to encourage users to click it after they’ve viewed it. To rectify this, try substituting your ad copy or visuals with something more captivating.
Alternatively, a low ready-to-serve percentage suggests that numerous items you have sent to the Google Merchant Center are unavailable. (Google does not display ads for out-of-stock products.) To boost your ready-to-serve percentage, replenish your inventory for items that are out of stock.
You can also conduct experiments to maximize your Shopping campaigns. A/B testing could be especially advantageous here, where you launch two versions of the same campaign to decide which one is more successful. You could experiment with your ad copy, images, or even cost, until you discover a successful combination.
Ready to run international Google Shopping campaigns?
Does that sound like a lot? Here’s a helpful expression to help you recall the means for making Google Shopping efforts for different nations: “Choose, ConveyThisize, Arrange, Perfect.”
Deciding which countries to target with your Google Shopping campaigns is the first step. Afterwards, it’s important to localize your product data and landing pages in order to ensure a smooth experience for those who interact with your ads. To finish, you should submit your product data to Google and set up your Shopping campaigns (we highly recommend having separate product feeds for each target audience!).
Once you’ve launched your ads, monitor their progress and optimize your campaigns based on what’s performing well and what isn’t to maximize the return on your advertising investment.
ConveyThis is compatible with WooCommerce, Shopify, BigCommerce, and other leading eCommerce platforms, and you can experiment with its translation abilities on your website at no cost. Sign up for a free ConveyThis account here to begin your journey.
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