We’re updating the way country targeting works for feeds in the Merchant Center and introducing a feed label for advanced users.
We’ll be slowly rolling out this change to Merchant Center accounts over the next few weeks.
What's changing
Until now, Merchant Center feeds have had an associated “primary country of sale,” and “additional countries” could be added as well. The “primary country of sale” was the first country selected when creating a feed - this is where the feed would be primarily formatted for and directed to. “Additional countries” were added after feed creation - places where the feed could also be targeted.
Today, we’re removing the concept of one target country being the primary country for a feed. This means the “primary country of sale” and “additional countries” field names will go away. Any countries that were designated as a “primary country of sale” or “additional countries” will be moved to a new field called “target countries.”
While this changes how countries for a feed are organized, it does not change the actual countries targeted by any existing feed and requires no change to existing feeds or campaigns.
We’re also introducing an optional new Merchant Center feed setting field named “feed label.” If you’re using Shopping ads, feed labels will allow you to create a feed with a feed label of your choice (up to 20 characters long) which can be used to group offers that are intended to be targeted via an active Google Ads campaign.
Feed labels will allow more flexibility in campaign targeting; for example, feeds using the same language could be given the same feed label, making it easier to target those feeds in one Shopping campaign.
For merchants previously targeting their campaigns using the "primary country of sale", feed labels will allow you to specify a 2 letter country-code giving you the ability to target countries in a similar way to what exists today.
There are no actions required from you
For existing feeds, the feed label will automatically be set to the 2 letter country-code of the original ‘primary country of sale’ field, ensuring that any existing targeting continues uninterrupted.