Set content exclusions for Display campaigns

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.

Content exclusion settings let you opt out of showing your Display campaigns alongside content that may not be appropriate for your brand.

This article gives step-by-step instructions on how to set content exclusions for Display campaigns.

Before you begin

If you’re unfamiliar with content exclusions or you aren’t sure which settings are right for you, review About content exclusions first.

Instructions

Set content exclusions when you create a Display campaign

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Campaigns.
  3. Click the plus button , then select New campaign.
  4. Select a goal for your campaign, or if none of the available goals fit what you’re looking for, select Create a campaign without a goal’s guidance.
  5. For "Campaign type", select Display. Enter the required information to create your campaign.
  6. In the “Campaign settings” section of campaign creation, click More settings.
  7. Click Content exclusions.
  8. Select the digital content labels, sensitive content, and content types that you want to exclude from the campaign.
  9. Continue building your campaign as you normally would.

Set content exclusions when you edit a Display campaign

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Content.
  3. Click Exclusions.
  4. Click the drop-down arrow to the right of the term “Exclusions”.
  5. Select the type of content exclusion (for example, “Topics”, “Placements”, or “Keywords”).
  6. Click the name of the Display campaign you want to work on.
  7. Select the digital content labels, sensitive content, and content types that you want to exclude from the campaign.
  8. Click Save.

Set content exclusions at the account level

  1. Sign in to your Google Ads account.
  2. From the navigation menu on the left, click All Campaigns.
  3. From the page menu on the left, click Settings > Account settings.
  4. Choose your content exclusions:
    • Click Excluded content and select the sensitive content categories that you want to exclude from all Display campaigns on your account.
    • Click Excluded types and labels and select the content types and digital content labels that you want to exclude from all Display campaigns on your account.
  5. Click Save.
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