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.
Important!
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
Click on your product group
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.
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.
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
You can now check all items you want to include, and everything else will be excluded.
And you can also exclude individual products after this step by changing the status from enabled to excluded.
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
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.
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:
| id | excluded_destination |
| shopify_GB_6938947878975_39672387764287 | Shopping_ads |
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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