Use the excluded destination
[excluded_destination] attribute to prevent your product from appearing in chosen locations.
In this article
Optional for each product
If you want to prevent your product from appearing in certain locations, use the excluded destination
- Shopping ads
[Shopping_ads]: Prevent your product offers from showing in Shopping ads. Products will not be displayed in the product group and listing group selectors in Google Ads. Learn more about Shopping ads
- Buy on Google listings
[Buy_on_Google_listings]: Prevent your product offers from showing as eligible in Buy on Google listings.
- Display ads
[Display_ads]: Prevent your product offers from showing in dynamic remarketing ads. Note that excluding Display ads won't prevent dynamic remarketing ads from serving in Smart Shopping campaigns and Performance Max campaigns with an attached Merchant Center feed.
- Local inventory_ads
[Local_inventory_ads]: Prevent your product offers from showing in local inventory ads.
- Free listings
[Free_listings]: Prevent your products from appearing in free listings on Google.
- Free local listings
[Free_local_listings]: Prevent your products from appearing in free local product listings on Google.
[excluded_destination]attribute to work as it should with your Display ads.
Surfaces across Google,
Local surfaces across Google. These values will still be accepted, but we recommend that you update your products to include the new values for these destinations:
Follow these formatting guidelines to make sure Google understands the data you're submitting.
|File format||Example value|
To submit multiple destinations that you'd like to exclude, submit the attribute multiple times, once for each destination (recommended). For example:
|Product data for an orthopedic dog bed|
||XXL Orthopedic Dog Bed|
You can also separate each destination with a comma ( , ):
To submit multiple destination to exclude for an XML feed, include a separate attribute for each excluded destination:
To format your data for Content API, see the Content API for Shopping resource.
[excluded_destination]attribute is applied. Use a program opt-in to make the destination visible.
These best practices can help you go beyond the basic requirements to optimize your product data for performance.
- If you submit conflicting information for the excluded destination
[excluded_destination]and included destination [included_destination] attributes, the excluded destination value will always take precedence over the included destination value.
- When you want to prevent showing ads or free listings for your product: If the product is available for sale but you’d like to stop showing ads or free listings for the product, use the excluded destination
[excluded_destination]attribute. This way, you can manage which destinations your products appear in. You can specifically stop showing products in a particular destination, such as free product listings, or for all destinations.
- When you want to temporarily pause your product from showing in ads: Use the pause
[pause]attribute. This attribute lets you stop showing a product in Shopping ads, Display ads, and local inventory ads for up to 14 days, then quickly reactivate. Learn more about the pause
[pause]attribute. Alternatively stop showing products for ads by changing your Google Ads campaign settings.
- When you take your website down for maintenance or a holiday: Ads and free listings for your products will stop showing until your website is ready to receive traffic again if you use the excluded destination
[excluded_destination]attribute. By following this best practice, you'll prevent unnecessary disapproval in your account and get your ads and free listings running again more quickly than if they'd been disapproved.