Excluded destination [excluded_destination]

Use the excluded destination [excluded_destination] attribute to prevent your product from appearing on chosen marketing methods or other features.

On this page

When to use
Supported values
Format
Best practices
Examples

When to use

Optional for each product

If you want to prevent your product from appearing in certain locations, use the excluded destination [excluded_destination] attribute.

Supported values

You may exclude the following destinations:

Supported value	What it does
Shopping ads `[Shopping_ads]`	Prevent your product offers from showing in Shopping ads. Products won't be displayed in the product and listing groups selectors in Google Ads. Learn more About Shopping ads.
Display ads `[Display_ads]`	Prevent your product offers from showing in dynamic remarketing ads. Note that excluding display ads won’t prevent your product from appearing in Dynamic Remarketing Ads created using Performance Max campaigns. Note: You should have the “Dynamic Remarketing” add-on enabled in Merchant Center to be able to exclude the destination Display ads `[Display_ads]`for your products.
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.
Cloud retail `[cloud_retail]`	Prevents your product information from flowing to your Cloud retail project if you have an active link. This attribute is also available through the Cloud Retail API, but isn't yet available for the Merchant API.
Local cloud retail `[local_cloud_retail]`	Prevents your product information from flowing to your Cloud retail project if you have an active link. This attribute is also available through the Cloud Retail API, but isn't yet available for the Merchant API.
Youtube affiliate `[youtube_affiliate]`	Prevents products you tagged from appearing on partnered Youtube Affiliate channels. Learn more About the YouTube Shopping affiliate program.
Youtube merchandise `[youtube_merchandise]`	Prevents your products from appearing in shopping related features like “Free listing feeds” and “Youtube store feeds”. Learn how to Get your products started with YouTube store.

Format

Follow these formatting guidelines to make sure Google understands the data you're submitting. Learn when and how to submit your product data in English.

Formatting specifications
Technical name	`excluded_destination`
Type	String (Unicode characters)
Limits	`Shopping_ads`, `Display_ads`, `Local_inventory_ads`, `Free_listings`, `Free_local_listings`, `Cloud_retail`, `Local_cloud_retail`, `youtube_affiliate`, `youtube_merchandise`
Repeated field	Yes
Schema.org property (What’s this?)	No

File format examples

To ensure your attribute is recognized correctly, use the formatting specific to your data source type.

Data source format	Examples
Text (TSV or CSV) data sources	`Display_ads`
XML data sources	`<g:excluded_destination>Display_ads</g:excluded_destination>`
Merchant API	To format your data in the Merchant API, check the Merchant API resource.

Best practices

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 allows you to quickly reactivate it. 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.

Examples

Example text data source format

Example 1: To submit multiple destinations that you'd like to exclude, submit the attribute multiple times, one time for each destination (recommended).

Product data for an orthopedic dog bed
Attribute	Value
Title `[title]`	XXL orthopedic Dog Bed
Excluded destination `[excluded_destination]`	`Display_ads`
Excluded destination `[excluded_destination]`	`Shopping_ads`

Example 2: You can also separate each destination with a comma ( , ):

Product data for an orthopedic dog bed
Attribute	Value
Title `[title]`	XXL orthopedic Dog Bed
Excluded destination `[excluded_destination]`	`Display_ads`, `Shopping_ads`

Example XML data source format

To submit multiple destination to exclude for an XML data source, include a separate attribute for each excluded destination:

<g:excluded_destination>Display_ads</g:excluded_destination>

<g:excluded_destination>Shopping_ads</g:excluded_destination>

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