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.

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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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