Optional for each product
The excluded_destination attribute prevents your product from appearing in selected Google destinations. It’s useful for controlling campaign scope, testing, or avoiding specific channels where the product shouldn’t appear.
When to use
Use this attribute when you want to stop showing a product in certain placements like ads, free listings, or local inventory.
If there’s a conflict between excluded_destination and included_destination, the excluded value takes priority.
Common scenarios:
- Pausing products from showing in free listings but keeping them in Shopping ads.
- Preventing local-only products from showing in global campaigns.
- Excluding products from YouTube affiliate or merchandise integrations.
Format
Follow these formatting rules so Google correctly interprets your data.
- Type: Choice (must match one of the supported values)
- Supported values:
Shopping_ads,Display_ads,Local_inventory_ads,Free_listings,
Free_local_listings,Cloud_retail,Local_cloud_retail,
youtube_affiliate,youtube_merchandise - Repeated field: Yes — submit multiple attributes or separate values with a comma
- File format examples:
| File format | Example entry |
|---|---|
| Text feed | Display_ads |
| XML feed | <g:excluded_destination>Display_ads</g:excluded_destination> |
| Multiple values (text) | Display_ads,Shopping_ads |
| Multiple values (XML) | <g:excluded_destination>Display_ads</g:excluded_destination><g:excluded_destination>Shopping_ads</g:excluded_destination> |
Minimum requirements
- Submit only supported values from Google’s list.
- Use separate attributes or commas for multiple destinations.
- Don’t submit random strings or unsupported destinations — they will be ignored.
Best practices
- Be specific, exclude only the channels you truly don’t want to target.
- For temporary pauses, consider the
pauseattribute instead of excluding. - Keep your exclusions in sync with campaign targeting settings in Google Ads.
SEO Tip
If you use different landing pages for ads and free listings, this field allows you to mix free listings products and ads products in the same feed (so you don’t have to create and handle another feed). Exclude cautiously to avoid missing potential traffic from organic shopping placements.
Official Source : https://support.google.com/merchants/answer/6324486
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