First thing’s first: in this article, destination refers to the place your advert will appear around the web like in the Google Display Network, in text ads, free listing, on Google Shopping, and so on. This article will not discuss geographical location.
To be clear, we’re talking about the additional attribute, [excluded_destination]. This can be added to your feed via your feed provider or via a supplemental feed.
Why should I exclude destinations in Google Merchant Center?
There are various reasons for excluding advertising destinations for your products on Google Shopping. You may wish to exclude destinations for your product if:
Your product has weak product margins (in order to avoid earning non-converting traffic in destinations involving the PPC model.)
You want your products to appear for free listings but not on the Google Shopping carousel.
You’ve signed a non-compete clause.
Your website is down for maintenance or a holiday. You will still be charged if a user clicks your ad, even if your website is temporarily inactive.
Whatever the reason, it’s entirely up to you and your Google Shopping strategy. Just make sure you’re making the right choice for each product by excluding destination or setting the availability as out of stock.
Should I use [excluded_destination] or [out_of_stock]?
Many retailers initially use only the free listings destination of Google ads, as they don’t wish to pay for clicks, but are interested in the value of Google Shopping ads and the opportunity to benefit from the brand visibility Google offers.
Often, such retailers set the availability of their products as out of stock to avoid paying for unwanted clicks in paid-for destinations, like display ads. However, this prevents them from being advertised anywhere, hindering your profitability.
Harrie-Anna works in our Customer Success team as an onboarding specialist, helping client accounts to smoothly transition to our technology. She also takes part on organising Bidnamic parties and our employee book club.