Regional Availability and Pricing, the Google RAAP, what is it?

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The growth of e-commerce in Brazil and worldwide demands increasingly sophisticated strategies from companies. Personalization, logistics efficiency, and regional adaptation have become key differentiators for brands aiming to sell more and better. This is where RAAP (Regional Availability and Pricing) comes in — a Google solution designed to help businesses offer location-specific pricing and product availability, based on their commercial footprint and customer location.

If you work with e-commerce, digital marketing, or Google Merchant Center campaign management, understanding how Google RAAP works can unlock new opportunities for strategic segmentation, inventory optimization, and market differentiation.

In this guide, you’ll learn:

  • What RAAP is, in practical terms
  • How it works
  • Who it’s for
  • Steps to implement it
  • Best practices to avoid mistakes
  • Advanced strategies to get the most out of it

What Is Regional Availability and Pricing?

RAAP is a feature available in Google Merchant Center (specifically in the Merchant Center Next version) that allows you to configure different prices and availability for each region in your country. Instead of displaying a single price nationwide, your business can show one price for São Paulo, another for Rio Grande do Sul, and a different one for inland Ceará — based on your distribution policies, logistics costs, or regional market trends.

This tool is especially useful for:

  • Businesses operating in specific parts of a country
  • E-commerce companies with regionalized logistics
  • Brands offering region-based pricing
  • Products with limited availability depending on location

Additionally, RAAP lets you integrate location-specific product data with Google Ads campaigns, enhancing relevance and ROI for local marketing efforts.

Key Features of RAAP

Let’s explore the core functions of this system and how it can transform your operation:

Advanced Geographic Segmentation

  • Define regions by postal code or state
  • Create custom commercial regions

Granular Pricing Control

You can display different prices for the same product depending on the shopper’s location — across:

  • Paid ads (Shopping, Performance Max, Display, YouTube)
  • Free product listings in Google Shopping

Product Availability Settings

Manage where your products are or aren’t available. RAAP supports only the values in_stock and out_of_stock (not preorder or backorder).

Campaign Integration

RAAP supports the following campaign types:

  • Performance Max
  • Shopping
  • Display
  • YouTube Affiliate Shopping (U.S. only)

How to Implement RAAP in Google Merchant Center

RAAP implementation follows four main steps. Let’s walk through each of them:

Step 1: Enabling the Feature

  1. Log into Merchant Center Next
  2. Click “Settings” in the left-hand menu
  3. Go to “Add-ons”
  4. Activate the “Regions” feature
  5. Click “Add” to begin your first configuration

Step 2: Creating Regions

Regions define areas that share the same availability or pricing. You can base them on:

  • States
  • Postal codes (if supported)
  • Custom commercial areas

To create a new region:

  1. Go to “Business information” in the menu
  2. Open the “Regions” tab
  3. Click “Add Region”
  4. Fill in the fields and click “Save”

Step 3: Setting Up the Regional Feed

You can upload your regional product data using one of the following:

  • Manual file upload
  • Scheduled fetch
  • Content API

Required attributes:

  • Product ID
  • Region ID
  • Availability
  • Price (if applicable)

Step 4: Landing Page Configuration

Your product pages must display the same availability and pricing as submitted in your regional feed. Google automatically appends a region_id parameter to your product URL:

Original URL: https://yourstore.com/product/123
Final URL: https://yourstore.com/product/123?region_id=456

If your page already includes a store or location selector, you can integrate this parameter into your existing logic.

What Countries Support RAAP?

Full Availability:

Argentina, Australia, Brazil, Canada, France, Germany, United Kingdom, Hungary, India, Indonesia, Italy, Japan, Mexico, New Zealand, Saudi Arabia, United States, Vietnam.

Ongoing Management and Maintenance

  • Update feeds at least every 14 days
  • Edit or remove regions in “Business Information” > “Regions”
  • Monitor compliance issues in the Merchant Center
  • Ensure your product pages match feed values at all times

Advanced Implementation Strategies

Avoid Overlapping Regions

If multiple regions cover the same area, Google will randomly select one during ad serving — which can lead to inconsistencies.

Mobile Integration

Ensure the region_id is passed consistently across the mobile journey — from ad click to checkout.

Regional Performance Tracking

  • Conversion rate by region
  • Inventory availability by location
  • Price variation impact on sales

Shipping Information Requirements

Google also requires:

  • Estimated delivery times by region
  • Region-specific shipping costs
  • Associated country or delivery areas

Best Practices

  • Avoid unrealistic prices (e.g., $0 or $1)
  • Use in_stock only where inventory is truly available
  • Apply proper schema.org markup
  • Use Google’s Rich Results Test to validate pages

Tips for Efficient RAAP Implementation

  • Map your regional coverage before activation
  • Start with high-priority or high-volume regions
  • Document all configuration details internally
  • Automate feed updates where possible
  • Validate regional data across systems
  • Track competitor pricing by region
  • Collect customer feedback on local experience
  • Connect RAAP data to your CRM
  • Set up backup and rollback processes
  • Train marketing and e-commerce teams

Conclusion

Regional personalization is no longer a nice-to-have — it’s a strategic necessity for brands looking to scale smartly in digital commerce. With RAAP, Google provides a powerful infrastructure for enabling geographic segmentation without the complexity of creating separate accounts, campaigns, or feeds.

At GRZ Martech, we’ve developed our own RAAP implementation methodology to ensure full technical compliance and maximize campaign performance. If you’re ready to take your regional marketing and pricing strategy to the next level, RAAP may be the game-changer you need.

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