The growth of e-commerce requires increasingly segmented strategies to cater to different regions and audiences. Regional Availability and Pricing (RAAP) represents a fundamental evolution in inventory management and regional pricing, allowing companies to control availability and prices based on the specific location of their customers.
What is RAAP (Regional Availability and Pricing)
RAAP is a complementary feature available in Merchant Center Next that revolutionizes the way companies manage products across different regions. This system allows businesses to define product availability and variable pricing based on the company’s commercial presence and customer base location, providing regional overlays for national availability and pricing.
We developed our expertise in RAAP by recognizing that many companies operate only in certain parts of the country, specific cities within states, or sell food products with prices that vary depending on the purchasing region. Our technical approach allows us to specify regions where products are available and control regional pricing.
Main Features of the RAAP System
The regional and availability and pricing system operates through specific features that transform inventory management:
- Advanced Geographic Segmentation
- Definition of regions by postal codes or states/provinces
- Specific availability configuration by geographic area
- Granular control of regional pricing
Integration with Campaigns
- Compatibility with Performance Max campaigns
- Support for Shopping campaigns
- Integration with Video Action campaigns (allowlist, US only)
- Functionality in Shopping ads, free product listings, Display ads, and YouTube affiliate Shopping
Availability Attributes
- Exclusive support for in_stock and out_of_stock values
- Does not support preorder and backorder values
- Configuration of different levels of regional availability
Technical Implementation of RAAP Google
The implementation of raap google requires a structured setup in multiple steps. We developed specific methodologies for each phase of the implementation process.
Step 1: Activating the Feature
Initial Setup in Merchant Center
- Access Settings in the left navigation menu
- Select Extensions
- Activate the “Regions” extension if the target country is eligible
- Select Add on the “Regions” extension card
Navigation for Region Setup
- Select Business Information in the left navigation menu
- Access the Regions tab
- Start configuring new regions
Step 2: Creating Regions
A region defines an area where products share the same online availability, price, or both. Depending on the business model, it may require just one set of regions for shipping and regional and availability and pricing, or multiple sets for each service.
- Select Add region to create a new region
- Enter values for region ID, region name, and country
- Create the region using postal codes or states/provinces
- Select Add and then Save
Supported Regional Granularity
All countries eligible for RAAP support regions based on state/province. Selected countries support regions based on more granular postal codes.
Step 3: Configuring the Regional Feed
Setup via MC Feed
- Access Settings in the left navigation menu
- Select Data Sources
- Access the Supplemental Sources tab
- Select Add regional inventory
Upload Methods
- Direct file upload
- Scheduled fetch
- Setup via Content API
Mandatory Attributes for Regional Feeds
- Product ID
- Region ID
- Availability
- Price (when applicable)
Step 4: Landing Page Configuration
The price and availability on the landing page must match the regional price/availability shown on Google surfaces. The system attaches the corresponding region ID to the buyer’s location as a parameter to the click URL.
Implementation Examples
- Provided URL: https://mystorewebsite.com/p/myproductlandingpage
- Final URL: https://mystorewebsite.com/p/myproductlandingpage?region_id=123456
Integration with Existing Selectors
If region IDs are postal codes or existing internal store IDs, and the landing page already has a location/store selector, it is possible to simplify the integration by passing the region ID directly to the logic of the existing selector.
Eligible Countries and Availability
Full Availability
- AR, AU, BR, CA, FR, DE, GB, HU, IN, ID, IT, JP, MX, NZ, SA, US, VN
Beta Countries
- Argentina, Australia, Brazil, Canada, France, Germany, United Kingdom, Hungary, India, Indonesia, Italy, Japan, Mexico, New Zealand, Saudi Arabia, USA, Vietnam
Management and Maintenance
Region Editing
- Access Business Information in the left navigation menu
- Select the Regions tab
- Edit the region name or ID in the relevant fields
- Modify the geographic area as needed
- Select Save
Region Removal
- Ensure the region is no longer in use
- Access Business Information in the left navigation menu
- Select the Regions tab
- Click the trash icon next to the region name
- Confirm the removal
Feed Updates
Configure the regional feed via MC feed or Content API with updates at least every 14 days. More frequent updates are recommended for products with frequent price or availability changes.
Technical Requirements and Limitations
Compliance Requirements
- Mandatory matching between price/availability on the landing page and regional feed information
- Correct implementation of the region_id parameter in URLs
- Maintaining appropriate schema.org markup
System Limitations
- Only supports in_stock and out_of_stock values
- Automatic updates for available items only for national availability
- Region configuration only at the individual account level
Common Issue Resolution
Incorrect Price or Availability
The most common cause is the time gap between updates on the site and product data updates in Merchant Center. We recommend scheduling feed uploads or Content API updates immediately after product updates on the site.
Compliance Issues
To maintain compliance, follow these principles:
- Regularly monitor the “needs attention” tab in Products
- Use the guided troubleshooter for feed setup
- Implement the guided troubleshooter for price issues
Unsupported Destinations Warnings
This warning at the item level indicates redirection to unsupported destinations for regional offers. The offers will continue to be displayed where regional offers are supported.
Advanced Implementation Strategies
Multiple Regions with Same Location
When multiple regions target the same location, the system will select one during the display, without guarantee of which one will be chosen. We recommend avoiding unnecessary overlaps.
Mobile Integration
The region ID must be respected throughout the mobile customer journey, maintaining consistency across devices.
Performance Monitoring
Establish specific metrics to assess regional performance:
- Conversion rate by region
- Regional price variation
- Inventory availability by area
Complementary Shipping Settings
Mandatory Delivery Information
- Delivery times specific to the region
- Regional shipping costs
- Countries associated with shipping information
Cost Structuring
Shipping costs include carrier fees and other costs directly related to shipping, including handling, delivery, logistics, and carrier fees. Submit shipping costs for the customer’s location, not for commercial or pickup points.
Setup via Content API
Use Content API to update shipping policies, observing specific API configuration limitations for Shopping.
Optimization and Best Practices
Realistic Pricing
- Avoid $0 USD or $1 USD values
- Use realistic pricing, more common between states or areas
- Maintain consistency with regional market practices
Inventory Management
- Set different levels of regional availability as needed
- Mark products as in_stock in the regional feed for state and out_of_stock in the national feed when appropriate
- Update feeds with frequency appropriate to inventory changes
Optimized Landing Pages
- Implement region selectors when IDs are postal codes or existing internal IDs
- Maintain appropriate schema.org markup
- Test landing pages using the Rich Results Tool
Continuous Monitoring
- Filter regions by issues in the Regions page
- Address issues one by one for efficient resolution
- Monitor error messages that disappear when requirements are met
Integration with Analytics Tools
Set up specific tracking to understand regional performance and optimize strategies based on collected data.
Extra Tips for Efficient Implementation
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Strategic Planning
- Before implementation, fully map out your regional presence and identify expansion opportunities. This preliminary analysis avoids unnecessary reconfiguration after the system is activated.
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Gradual Testing
- Implement RAAP gradually, starting with high-volume or strategically important regions. This approach allows adjustments based on real results before full-scale expansion.
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Internal Documentation
- Keep detailed documentation of all regional configurations, including region IDs, pricing criteria, and strategic justifications. This documentation facilitates future maintenance and expansions.
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Process Automation
- Set up automations for feed updates when possible, especially for products with frequent price or availability changes. This automation reduces manual errors and improves data accuracy.
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Cross-Validation
- Implement cross-validation processes between internal systems and Google feeds to ensure data consistency. This validation prevents discrepancies that can affect campaign performance.
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Competitive Regional Analysis
- Monitor competitors’ regional pricing strategies to maintain competitiveness without compromising margins. This analysis informs strategic adjustments based on local market dynamics.
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Customer Feedback
- Establish channels to collect feedback specifically about regional experience, including accuracy of displayed prices and real availability. This feedback guides continuous system improvements.
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CRM Integration
- Connect regional RAAP data with CRM systems for deeper analysis of regional purchasing behavior and opportunities for personalized experiences.
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Backup and Recovery
- Implement backup processes for regional configurations and feeds, ensuring quick recovery in case of technical issues or the need to rollback changes.
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Team Training
- Train commercial and marketing teams on the features and limitations of the regional system, ensuring proper usage and maximizing the available capabilities.
The efficient implementation of Regional Availability and Pricing transforms the ability to segment geographically and personalize the shopping experience. Our expertise in google raap allows us to maximize results through precise configurations and continuous monitoring, establishing sustainable competitive advantages in the digital market.