Google’s rollout of its Product Listing Ads model for Google shopping is going swimmingly – so much so in fact that it's swimming right across the pond, announcing last month that the program would be going international.

The rollout is expected to continue until the end of Q2 2013, but Google isn’t wasting any time encouraging merchants to try the new service. Today, Google announced a promotional credit of 10 percent for merchants who apply and create a PLA campaign promoting all of their products in Merchant Center by April 12, 2013. Advertisers must have an active Adwords account with a billing address in either Australia, Brazil, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, or United Kingdom to take advantage of the offer.

On a related note, Google also announced an update to its feed specification for Google Shopping for international merchants. The update, which will take effect in March 2013, will force advertisers using the reduced Product Ads Feed spec, to bring those feeds into compliance with the new requirements – which can be seen here for those affected countries.