Google Merchant Center now allows one feed for all international locations

Google announced that now you only need a single feed to submit all of your products to the Google Merchant Center, regardless of how many countries you support. In the past you had to push a feed to one of two country groups, now you only need one feed.

Google said, “Merchant Center is making a change that will make it easier to display your products in multiple countries.” Currently, products in the Merchant Center can be displayed in one of two country groups. Google is merging the country groups into a global list, making it easier for you to view products in all supported countries, the company said.

For example, products from a feed with the sales country Spain could previously only be displayed in countries of group A (Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey and the United Kingdom). With the changes, these products can now be set up to run in any country (not limited to Group A as was previously the case) where free listings or shopping ads are available.

(1) If you are targeting multiple countries at the feed level, it’s easier to use only one feed per language for all countries. As you add more countries to your feed, you will now see the full list of countries where your products can be displayed.

(2) If you use the shipping attribute to target additional countries, your products may show up in additional countries. With the shipping attribute you can not only specify the shipping costs at the individual product level, but also specify countries in which individual products are to be displayed. Some merchants currently have shipping attribute settings configured for one or more products and are specifying that they want to display them in both Group A and Group B countries. If this applies to your product data, these products will be displayed with the imminent change in countries everywhere in both groups, if they previously only appeared in one of the groups. If these products are included in a Shopping campaign in Google Ads, it can affect your campaign traffic. If you don’t want your products to show in these countries, please update your shipping attribute information and / or geographic targeting in Google Ads.

You can learn more about this change over here.

Forum discussion at Twitter.