Exclude placements at the account level

To provide a comprehensive and consolidated view of your content targeting and make content targeting management and optimization simpler, you’ll see the following improvements in Google Ads:

All types of content targeting can now be found under “Content” in the side navigation:

  • "Topics", "Placements", "Display/Video keywords", and "Exclusions" for all types of content targeting are now categorized under the "Content" tab in the side navigation menu. For "Exclusions", click the drop-down arrow to the right of the term "Exclusions" to select exclusions for topics, placements or Display/Video keywords.

Soon, you’ll see further improvements:

  • "Topics", "Placements", "Display/Video keywords" will be consolidated into a single "Content" page and report. Exclusions will also be consolidated into a single report in the same page ("Content").
  • Your ads will target any of your selected content in your ad group. For example, if you targeted “bikes” as a topic and “cycling” as a Display/Video keyword, your ads will show on content that matches either.

Until your account is migrated, we recommend that you only use one content targeting method (topics, placements, OR Display/Video keywords) per ad group. Before the upcoming changes, combining methods can limit campaign performance.

Just as you can target placements in the Google Display Network and YouTube to show your ads (like specific pages, sites, and videos) you can also exclude placements where you don't want your ads to show. In particular, you might exclude websites or domains that aren’t appropriate for your brand.

This article explains how to create account-level placement exclusions to prevent your ads from showing on certain placements on the Display Network or YouTube, overriding any campaign-level placement targeting. There's no way to exclude YouTube nor Gmail at the account level.

Before you begin

Here's critical information to know about account-level exclusions:

Subdomains

When you create a placement exclusion, leave off www. to exclude the subdomains, subsites, and subpages under the exclusions. So, if you exclude example.com, you will automatically exclude store.example.com (subdomain), example.com/store (subsite), and example.com/store.html (subpage). But if you retain the www. and exclude www.example.com, the exclusion won't extend to all subdomains, subsites, and subpages.

Country domains

Different country domains need separate exclusions. For example, to exclude example.com and example.co.uk, you need to add both as placement exclusions.

Limits

You can enter a maximum of 20,000 placement exclusions at a time and a total of 65,000 placement exclusions per account.

Note: Any URL associated with a Google domain (for example, youtube.com and mail.google.com) can't be added as placement exclusions.

Instructions

  1. Sign in to your Google Ads account.
  2. In the page menu, click Content.
  3. Click Exclusions.
  4. Click the drop-down arrow to the right of the term “Exclusions” and select Placements.
  5. Click the plus button .
  6. From the drop-down, select Account.
  7. Enter the URL or search for the content you’d like to prevent your ads from showing on (don’t include “www.”). If you have a list of URLs, you can also click "Enter multiple placements" and paste the entire list there.
  8. Click Save.

You'll be able to verify the placement exclusion under "Change history" when you view changes at the account level. New placement exclusions typically take effect within 12 hours.

Note: Excluding YouTube TV channels from campaigns can be done at the account level. Learn more about excluding YouTube TV channels from Google Ads auction campaigns.
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