How to target Google Shopping for multiple countries? In this video, I'm going to explain
to you how to get your products onto the free listings for Google Shopping, as well as how
do you set it up for your Google Shopping ads, so you can target multiple countries if that's
what you're going for. Hi, I'm Clarice Lin, The ROI Doctor who helps online store owners to grow
and scale up profitable Google Shopping ads. If you're new to my channel, do download my free
Shopify Marketing Guide, link in the description and pinned comments where I go into the details,
the pros and cons of free ways and paid ways to drive traffic so you don't 100% rely on Google.
In order to successfully set up Google Shopping ads, so you can target multiple countries,
you need to set up your app for your Shopify store, that is the Google and YouTube app.
And you need to set up a Google Ads account. And of course, successfully set up a Google Merchant
account and get it approved. If you haven't set up your Google Merchant Center account yet,
or you're in the process of setting up, maybe you want to check out two of my resources, how
to get your account approved for Google Shopping, link in the top right hand corner of the screen,
where I go into the steps and preparations you need to be aware of, so you can get your
Google Merchant Account approved on your first attempt. But if you're encountering some problems
with your Google Merchant account, and it got suspended because of misrepresentation issues,
you can also check out one of my other videos, link in the top right hand corner of the screen
where I talk about misrepresentation, what it is about and what Google expects from you as a
Shopify store owner to make those improvements and tweaks to make your store legit in front of
Google, so they will approve your account. Once you have your account approved, you will probably
have set up an automated feed, automated product feed, I hope you have done that instead of doing
something manual, because you want your inventory to be synched up with Google Merchant Center. And
that's where Google has all the information about the different products that you have, whether it
is for ad or free listings, that's where you want your products feed to be appearing. Let's head on
to my computer where I'll show you how you can set it up such that your products will be seen in the
shopping results in multiple countries. First, you log into Google Merchant Center, on the left hand
side of the navigation bar, click on feeds, and you'll be able to see the screen that says primary
feeds. And if you've set up an automated feed successfully, you'll be able to see input method
Content API, click on the Feed name. And you'll be able to see the screen which allows you to
edit the target countries. If you have one country over here, you can click on the pencil button to
edit and add more countries. And the screen will show up, allows you to go into the search box over
here, type the different names of the countries that will pop up, you edit and it will appear on
the right hand side of the screen, and you click on Save and that's it. At this point, you might be
asking what about if I want to run Google Shopping ads for multiple countries? What do I do? First of
all, make sure that the countries that you want to be running Google Shopping ads for, you have set
it up in the steps that I've shown you earlier. Once that's included, great, that means your
product feed will be eligible to show in those countries. And if you want to set up a campaign,
a shopping campaign, then you'll be able to do that in the Google Ads accounts. In Google ads,
there are two main ways that you can run your product ads for. If you decide to run a PMax
campaign or a standard shopping campaign, that's where your product ads will show up. And one thing
I want you to really keep in mind, this is really important, it's to make sure that your campaigns
stay profitable and it's easier to manage and improve. When you set up your campaign in the
settings for targeting countries, only set up to a maximum of one country per campaign. Do not set up
multiple countries for your campaign. I'm going to explain why. Most people when they set up,
they might say, right, I only want to set up one campaign so it's easier to manage. And I want to
target many different countries. So they select multiple countries for that one campaign. Yes,
it's possible to select that. Google does allow you to select multiple countries but
in terms of managing the profitability of your campaign and the scalability of your campaign,
making to be more efficient, it's not advisable to target one on one countries just for the sake
of convenience. This is because of four main reasons. Reason number one, simply because
if you're targeting more than one country, you are trying to target a huge or gigantic group of
people. Imagine this. Let me give you an analogy. When you're in a small company with two or three
people in your team. Maybe you have only one manager. If you are the founder of the company,
you're managing two to three employees, it is possible to manage that. And as your team grows,
your company becomes bigger, you hire more people, maybe your team grows up to 20 to 30 people,
or maybe even up to 50 people. If everybody were to come to report to you, as a single owner, it
becomes really difficult to manage, you don't have the time and energy to manage each one of them,
you won't be able to give them the right amount of attention, you won't be able to resolve all
the issues because there are just too many people to manage. In this case, you will decide to hire
managers or people who can help to divide this huge company into different groups, such that
you can manage their performance and give them the help that they need to perform. This goes the same
for your campaigns. If you are targeting multiple countries, if there are anything wrong with your
campaign, you won't be able to see anything. You won't be able to see any distinct trends, you
won't be able to see if there are any problems, you won't be able to fix any costs. Because you
are targeting just too many people, you won't be able to see any trends at all. And that's why you
only usually want to set it to target maximum of one country in general, so you will be able to
manage the performance of the campaign. If there are certain ads that are doing better, or if
there are certain groups of people clicking you'll be able to pinpoint exactly where are the trends,
and where are the areas that need improvements, or which are the areas that maybe you want to
exclude going forward. In a country like United States, which is a very big country, you can
also choose to target your campaigns to only show to specific people in the certain states,
or in certain cities, you group them together, maybe if they are in the same timezone such that
you'll be able to understand and spot any trends or specific behaviors, you can decide to maybe
increase your clicks or put in more budget for specific cities. Because those ad campaigns in
those cities or states are performing better. In a nutshell, target only a sizable amount of people
such that you'll be able to manage and scale up in the middle to long term. Reason number two,
different shoppers in different countries would have different behavior. In order to
better understand which ad type or which product ad appeals better to people of specific countries
or there are different colors. So maybe in specific countries, they like specific colors,
and the other countries, they would prefer a different color. In this case, if you're
running different campaigns for different countries, you will be able to know right,
for this color in this country, I want to put more money behind that for those variants. Whereas for
other countries, maybe you put more budgets behind the other more popular products. When you try to
combine different countries together, it becomes more difficult to understand which ad campaign
is doing better, which countries is selling more, what's the profitability of showing ads
to Country A versus Country B. Reason number three, different cost per click, the cost per
click in different countries will differ sometimes due to the volume of competitors, and of course,
the size of the customers in that group. If there are more competition for the same group of people,
maybe you need to bid for a higher cost per click versus another country which have less
competitors. And maybe the cost per click could be lower. In this case, you will not be able to
know because you're combining multiple countries in one singular campaign, making it difficult for
yourself to identify which are the areas that you can improve or become more profitable. And that's
why you want to make sure you're only targeting a maximum of one country per campaign. The cost per
click, the click through rate, and the conversion rate could be different in different countries.
Maybe you need to pay more for the campaign in country A versus country B. And it makes
it difficult for you to know when or which country should you put more ad budget for. If you want to
improve your click through rates for your Google Shopping campaign, you can also check out one of
my videos, link in the top right hand corner of the screen, where I go into seven different ways
to improve your click throughs for your campaign, such that you get more shoppers to your store,
people who are more likely going to become your best customers. Reason number four,
different bank holidays. In different countries, there could be different festivals or different
public holidays in different times of the year. And during those times the shoppers' behavior
would be different. If you combine different countries together in one singular campaign,
you will not be able to understand when or how to adjust your campaign based on those
differing behavior. The more countries you combine together, where they have different
bank holidays at different times of the year. This means that your campaign will not have a
consistent performance. There will be fluctuating behaviors during different times during those
bank holidays. Because I'm sure you've noticed like when you're rushing to plan for a holiday,
you might not necessarily have time to be shopping for products. Or if you're coming back from a
holiday it takes some time for you to get into this shopping phase online, so during those times
the behavior is not really consistent. And when you combine different countries, different people
who have different holidays throughout the entire year, this makes it difficult for you to know when
would the conversion rate be higher or when would the click through rate be higher or lower or cost
per click in this case, and this is why you should never put more than one target country
in your standard shopping campaign nor your PMax campaign. In a nutshell, keeping it to one country
or to a couple of states or cities, if you have a big country, it helps you to identify any distinct
trends that you have in your campaigns, so you can make any necessary adjustments to maybe the cost
per clicks, to your ad budget, to understand what are their click through rate and make any changes
or adjustments to your ads. I hope this gives you a very strong reason why you should only be
targeting only one country per shopping ad. If you should decide to target multiple countries,
do run multiple different campaigns. Don't forsake the scalability and profitability of
your campaigns in the long run for the convenience of managing everything in a singular campaigns. If
you want to set the right foundations for long term profitability for your campaigns, check out
one of my other videos where I talk about long term profitability with Google Shopping ads,
link in the top right hand corner of the screen. And if you're deciding to run Google Shopping ads,
or if you've just started running Google Shopping ads, and you're not seeing any results yet,
then you definitely want to check out my other video where I talk about, can you see results
from Google Shopping ads after one month? And what kind of results should you be expecting? Link in
the top right hand corner of the screen. Do check that out. If you're looking for professional help
to scale up profitable Google Shopping ads, do get in touch. My contact details in the description
and pinned comments. I help store owners to double store traffic and sales by scaling up
profitable Google Shopping ads. And don't forget to download my free Shopify Marketing Guide,
link in the description and pinned comments why I go into the pros and cons of diversifying your
traffic sources, different ways where you can drive free and paid traffic to your store such
that you don't 100% rely on Google. Don't put all your eggs into one basket. If you enjoyed
this video and found it useful, remember to give it a like. Do subscribe to my channel and turn on
the notification bell so you don't miss future videos on how to grow and scale up profitable
Google Shopping ads. I'm Clarice Lin, The ROI Doctor signing off. Stay profitable.