Country targeting has changed in the Content API for Shopping. See Feed label replaces target country in Content API for Shopping for more information.

Target multiple countries

You can specify countries to target in the shipping attribute of each product.

Smart Shopping Campaigns (SSC) and free listings automatically serve in all the countries you provide. For non-SCC Shopping ads campaigns, you need to manually select the countries you want to target in the Google Ads UI.

Which additional countries you can target depends on the primary country of sale of the product. To find out which additional countries you can advertise and list your products in, see Show products in multiple countries of sale.

Ads and free listings don't serve in countries included in the disapprovedCountries list for that destination within the productstatuses object.

Here are the ways you can target additional countries:

All products

If you want to target ads or serve free listings in additional countries for all your products, you can modify the feed settings in the Merchant Center.

You can add countries to new and existing feeds. Added countries apply to all products in the feed.

If you add additional countries to the entire feed, you can still exclude some products from serving in your Shopping ads in those countries by populating the shoppingAdsExcludedCountries attribute for the products resources with the countries you want to exclude. When you run a global ad campaign, ads aren't shown for individual products in their shoppingAdsExcludedCountries.

You can't exclude countries from free listings.

Here's an example of a product that targets Germany as the main country of sale and is excluded from Shopping ads campaigns in Spain and Belgium. Even if the following product is apart of a feed that targets Spain and Belgium, the following product isn't shown in Shopping ads in Spain or Belgium.

{
 "offerId": "1111111111",
 "contentLanguage": "en",
 "targetCountry": "DE",
 "feedLabel": "DE",
 "channel": "online",

...

 "shoppingAdsExcludedCountries": [‘ES’, ‘BE’],
}

Individual products

You can target additional countries for individual products with the shipping attribute of the products resource.

You only need to include country information in the shipping attribute to be eligible to advertise or list the product in that country.

The following sample shows the partial JSON for a product that targets Germany as the main country of sale, and targets the additional countries France and Italy.

{
 "offerId": "2222222222",
 "contentLanguage": "en",
 "targetCountry": "DE",
 "feedLabel": "DE",
 "channel": "online",

...

 "shipping": [
   { "country": "FR" },
   { "country": "IT" }
 ]
}

Diagnostics

The Merchant Center Diagnostics page shows the status of each product once for every country you target. For more information, see Show status of exported products in Diagnostics in Use additional countries to determine your reach.