How to Customize Google Shopping Feed by Region

Anirban Sen
Mar 28
5 min read

Updated: Mar 29

Key Takeaways:

Localized Pricing: Show prices in the local currency.
Language Adjustments: Translate titles and descriptions for each market.
Shipping Precision: Display region-specific delivery options and costs.
Inventory Management: Manage stock levels for different regions.

Quick Steps:

Set up regional configurations in Google Merchant Center.
Use primary and supplemental feeds to adjust product details by region.
Update attributes like currency, language, and shipping regularly.
Monitor and optimize feed performance using regional metrics.

This guide will show you how to set everything up, keep your feeds updated, and track performance to stay competitive in your target markets.

How To Create Multi-Language Feed For Google Shopping ...

Google Merchant Center: Regional Feed Setup

Set up region-specific feeds in Google Merchant Center to improve your product visibility and performance. Here's how to do it:

Accessing Regional Settings

To adjust regional settings, follow these steps:

Log in to your Google Merchant Center account.
Click on "Tools and Settings" in the top menu.
Select "Business Information" from the dropdown.
Go to the "About your business" section.

Check the list of eligible countries to determine where you can customize feeds. Once confirmed, you can configure the feed details for each region.

Configuring Region-Specific Feeds

Using separate feeds for different regions allows for better control. Here's how to structure them:

1. Primary Feed Setup

Start with a primary feed that includes:

Basic product details
Global Trade Item Numbers (GTINs)
High-resolution image URLs
Standardized product categories

2. Supplemental Feeds

Create supplemental feeds for each region. These feeds can override attributes in the primary feed, such as pricing, language, or shipping details, while keeping the main feed organized.

3. Feed Rules

Apply feed rules to adjust attributes for each region:

Convert units of measurement to match local standards.
Format pricing to align with the region's currency.
Update shipping details to reflect local options.

Configuring Region Targeting

Proper targeting ensures your products reach the right audience. Focus on these three key elements:

Targeting Element	Description	Required Action
Country Targeting	Determines product visibility	Choose specific countries for each feed
Currency Settings	Matches local payment options	Set the currency for the target market
Language Configuration	Matches local preferences	Use the language most commonly searched in the region

Ensure your feed complies with local regulations. For example, European markets require prices to include VAT, while U.S. markets display prices before tax. Proper configuration of these elements will help your products perform better in specific regions.

Product Data Updates by Region

Once regional feeds are in place, keeping product data updated to align with local preferences and requirements is crucial.

Local Product Text

Adjust product text to match the local language and market standards. Focus on these key areas:

Title Optimization: Structure titles based on regional preferences, keeping them within 150 characters. Examples:
- US: Brand + Product Type + Key Features (e.g., "Nike Running Shoes - Lightweight, Breathable")
- UK: Product Type + Brand + Features (e.g., "Running Shoes by Nike - Lightweight, Breathable")
- Germany: Product Type + Technical Specs + Brand (e.g., "Laufschuhe - Atmungsaktiv, Leicht - Nike")
Description Customization: Write concise descriptions tailored to the local audience. Include:
- Proper measurement units (e.g., inches for the US, centimeters for Europe)
- Features relevant to the local market
- Compliance details
- Seasonal or cultural specifics

Price and Currency Setup

Ensure prices are formatted to match local conventions:

US: $99.99
UK: £99.99
EU: 99,99 €

Account for local taxes and competitor pricing when setting regional prices.

Stock and Shipping Details

Provide accurate, region-specific inventory and shipping information:

Regional Inventory Management:
- Set stock levels for each region.
- Assign products to local warehouses.
- Define timelines for restocking.
Shipping Configuration:

Shipping Element	Required Information	Update Frequency
Delivery Time	Expected arrival window	Daily
Shipping Cost	Rates based on location/weight	Weekly
Service Levels	Available shipping options	Monthly
Restrictions	Location-specific limitations	Quarterly

With these updates in place, you’ll be better prepared to meet local market demands. Up next, we’ll dive into strategies for improving regional feed performance.

Regional Feed Performance Tips

Using updated regional product data, these strategies can help improve feed performance.

Regional Custom Labels

Custom labels allow you to segment campaigns and focus on specific regional needs. Here's how they can be applied:

Custom Label	Purpose	Example Values
Region Priority	Market importance	High-priority, Medium-priority, Low-priority
Seasonal Relevance	Regional buying patterns	Spring-US, Summer-UK, Winter-DE
Local Competition	Market position	High-comp-US, Med-comp-UK
Regional Margin	Profit by market	High-margin-US, Standard-margin-EU

These labels enable precise bidding strategies and better budget allocation tailored to each region's performance.

Market-Specific Categories

Adapt product categories to fit local shopping habits while staying compliant with Google's taxonomy rules:

Primary Categories: Reflect local search trends for better relevance.
Secondary Categories: Use broader, international categories to maintain visibility across markets.
Category Mapping: Create region-specific mappings to ensure products show up in relevant local searches.

Keep an eye on Google's taxonomy updates and adjust your category mappings as needed to maintain visibility.

Regional Promotion Text

Craft promotional messages that resonate with local audiences while following Google Shopping guidelines. Consider these factors:

Language and Tone: Match local communication styles and cultural preferences.
Seasonal Timing: Align promotions with local shopping seasons.
Value Propositions: Focus on benefits that matter most to the target market.

Character Limits: Stay within Google's text restrictions while keeping the message clear.

Measuring Regional Feed Results

Regional Performance Data

Keep track of key regional metrics to evaluate and refine your feed strategy:

Metric Category	Indicators	Focus Area
Visibility	Impressions, CTR	Understand market reach and ad relevance
Engagement	Clicks, Conversion Rate	Gauge customer interest by region
Revenue	Sales, ROAS	Assess profitability in specific markets
Feed Quality	Disapproval Rate, Item Status	Ensure compliance in each region

Use custom dashboards in Google Ads to monitor these metrics across various geographic areas. These dashboards make it easy to spot regions that are underperforming or have untapped opportunities. With this data, you can run targeted tests to improve your feed's effectiveness.

Testing Regional Feeds

Fine-tuning your regional feeds is an ongoing process. Start by setting baseline metrics for each region. Then, test adjustments to product titles, descriptions, pricing, category mappings, and promotional messaging.

Track performance over a 30-60 day period to evaluate the impact of these changes. This structured testing helps you pinpoint which updates deliver the best results for each market. Once testing is complete, continue refining your feed with regular updates to maintain and improve performance.

Ongoing Feed Updates

Stick to a consistent update schedule to keep your feeds performing at their best:

Daily: Fix errors
Weekly: Update pricing and inventory
Monthly: Review performance metrics
Quarterly: Conduct detailed audits

Document every change and its impact on performance. This record will be a valuable resource for future decisions and can help you identify seasonal patterns in regional performance.

Focus on making updates that offer the highest return for your effort. Analyze trends, adjust feed attributes, and prioritize changes based on their potential impact on ROI. This disciplined approach ensures your resources are used efficiently while maximizing results across all regions. Regular evaluation and updates are essential to staying competitive and achieving long-term success.

Conclusion

Setup Steps Review

Creating and managing regional feeds requires careful setup, consistent updates, and ongoing performance monitoring. Pay close attention to feed configurations, keep regional product data up to date, and regularly assess performance. Accurate data, frequent updates, and adapting to market trends are key elements for success in this area.

Next Steps

Here are some focused actions to guide your progress:

Document current performance metrics: Use these as benchmarks to measure the impact of future optimizations.
Test feed elements systematically: Prioritize testing product titles, descriptions, and pricing strategies across different regions.
Tailor strategies to local markets: Adapt your approach based on regional preferences and shopping habits.

"Through strategic management of McNeela Music's paid marketing efforts on Google, we transformed their overall performance...resulting in a measurable increase in revenue and ROI across all advertising channels and geographic markets." - SenWired