Google Ads shifts to Feed Labels for Shopping campaigns

Google Ads is automatically upgrading Shopping and Performance Max campaigns from Country of Sale to Feed Label functionality to match Merchant Centre feeds, in August.

Why we care. This change affects how advertisers manage product feeds across different markets, potentially streamlining operations for multi-country campaigns.

Key details:

• Affects all campaigns using Country of Sale.
• No action is required from advertisers.
• Campaigns will continue to run without interruption.
• New campaigns can’t use Country of Sale after the change.

What it means. Feed Labels offer more flexibility in organizing products across geographic locations and language similarities.

First seen. We were alerted to this update via Navah Hopkin on LinkedIn, when she shared an email sent by Google:

In her post, Hopkins said the update “will give you more control over how your shopping feeds and campaigns are managed in traditional shopping and PMax campaigns.”

The big picture. This shift reflects Google’s efforts to simplify campaign management for global advertisers.

What to watch. How this change impacts campaign performance and management efficiency for international ecommerce advertisers.

What’s next? Advertisers should familiarize themselves with Feed Labels functionality before the August rollout.