Updated on 12 August, 2023
How do I remove products in Google Shopping Adwords Campaigns

How do I remove products in Google Shopping Ads Campaigns

You can remove products from advertising on Google Shopping either in the data feed or Google Ads before showing you how I would like to take the time to explain a couple of things first.

Why would I want to remove products?

  • Low performing products
  • Low conversions
  • Products that are out of stock
  • Products you don’t want to sell for other reasons

Do note

Google automatically stops advertising products that are out of stock within 24 hours.

Removing a product for an extended period will negatively affect your historical ranking. It is better to let Google automatically control the ads, to reduce the adverse effects.

Try improving before removing!

If you have a product with low conversions but high CTR, then maybe it’s not the problem of the product but an issue on the landing page or checkout.

If your product has high impressions but no clicks, maybe try to improve the following:

  • Better image
  • Better Text, Description
  • Competitive pricing
  • Try adding Google Promotions

If all of the above have failed and you are not receiving the desired outcome, excluding the product is a good idea.

Option 1) Exclude in Google Ads by item ID

In Smart Shopping and Standard Shopping Campaigns

You can exclude a product by item ID inside your Google Ads Product Listing.

Click on your Google Ads Shopping Campaign

Google Shopping Campaign

Click on your product group

Google Adwords Product Groups

Click on subdivisions (arrow down) until you are at the item ID level. If you have not subdivided your products, have a read on how to implement subdivisions for your Google shopping campaign.

Google Product Groups Item ID

You can now click on the Max CPC column cell to change the bid option. Here you can choose to select exclude and then click on save.

Google Shopping Exclude Item ID

In Performance Max Campaigns

In Google Ads click on your Performance Max Campaign > Asset groups > Listings Groups

Hover over All products and click on the edit icon

Now you can choose Item ID

Google Ads Performance Max Subdivisions

You can now check all items you want to include, and everything else will be excluded.

Google Ads Performance Max Subdivisions Item ID

And you can also exclude individual products after this step by changing the status from enabled to excluded.

Google Ads Performance Max Exclude Item ID

Option 2) Delete exclude the product in Google Merchant Center

You can exclude products using the excluded destination attribute using feed rules or a supplement feed.

Using feed rules by going to Google Merchant Center > Products > Feeds > click on your feed > feed rules

Google Merchant Center Feed Rules

Click on the blue plus icon and select excluded destination.

Within data sources select the id equals {enter your id} and set it to shopping ads.

Exclude ID Using Excluded Destination

You can also exclude IDs using a spreadsheet.

Go to Products > Feeds > and click on add supplement feed. Then enter a name and select Google Sheet from a new template.

In the header (A1) enter id and in the header (B1) add excluded_destinations

In A2 add your product id and in B2 add Shopping_Ads

Here is a example:


Now process the feed and within half an hour the products are updated to be excluded.

Option 3) Delete the product from your data feed

Please remember that the historic ranking could be removed by deleting the product from the data feed. Ensure that you do not reuse the Product ID for any other products other than the same product when the product is deleted.

Pro Tip

You can set up an advanced exclude rule using Google Ad scripts, and the data feed processes the spreadsheet to automatically exclude products based on rules. For example, exclude based on low-performing products.

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Need Help?
Do you have a question or need specialist support? Get in touch!

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