One of the advantages of the Display Network is the variety of marketing channels and options it offers, but certain locations and certain types of websites may not be relevant to your ads. You can use the Display Network tab to exclude placements and categories. Thus, your ads will not run out of context, or to an audience that is not relevant to your business.

Having your ads in the right place at the right time can be critical to the success of your advertising campaign. The exclusion of placements and categories can help you prevent your ads of showing on specific websites or categories of websites.

Why exclude placements and categories?

Here are some possible reasons for you to exclude placements or categories:

  • delete non relevant sites part of the Display Network;
  • prevent your ads on sites or categories of sites that your customers do not visit;
  • to filter the types of sites that are not suitable for your audience or your ads.

How do I exclude placements and categories?

Exclude specific placements at the campaign and at ad group level, or categories of sites at the campaign level only.

  1. Sign in to your AdWords account at https://adwords.google.com .
  2. In the Campaigns tab, click Display Network.

    Display Network tab

  3. Scroll to the bottom and click on the link Exclusions.

    Exclusions link

  4. Click on the Placements tab.
  5. Click the Add button in the exclusions section “Ad group” or “Campaign.”
      1. To exclude placements at the ad groups and campaigns level, simply enter a placement. You can exclude up to 10 000 sites per campaign.

        Exclude placements

    Placements exclusions

    There are several methods to exclude placements: by domain, subdomain, or URL of the individual page. In general, the exclusion of placements prevents your ads from showing on pages in this domain, while entering a subdomain or a specific path prevents the publication of ads on pages of this subdomain or path.

    The format of each entry in the list of excluded sites determines how the AdWords system will filter sites. You will find below some examples of how to exclude fields:

    Level Exclusion
    Domain extension example.com
    Use this format if you want to exclude your ads from a specific domain and its subdomains, directory names, specific pages, etc..

    • The ads will not appear on ‘example.com “,” www.example.com “,” www1.example.com “,” www.example.com / stuff “,” www.example.com / stuff / page. html “or on” placement.example.com. “
    Yes
    Subdomain first level www.example.com

    • The ads will not appear on ‘www.example.com’ or ‘www.example.com / stuff “.
    • The ads are likely to be broadcast on “www1.example.com” or “placement.example.com.”
    Yes
    Subdomain first level placement.example.com Yes
    Unique directory name www.example.com / stuff

    • The ads will not appear on ‘www.example.com / stuff’ or ‘www.example.com / stuff / page.html “.
    • The ads are likely to be shown on “www.example.com”.
    Yes
    Unique directory name example.com / stuff Yes

    Exclusions of Gmail or orkut

    You can prevent your ads on specific Google properties in the same way that you exclude your other ads on the Display Network sites.

    Excluding Gmail

    To prevent your ads on Gmail, exclude mail.google.com.

    Exclusion Orkut

    To prevent your ads from showing on Orkut, exclude www.orkut.com/ Communities.aspx (ads can still appear on specific pages of the Orkut community, including pages search results).

How to exclude categories

To exclude categories of campaigns only, select a campaign and choose to exclude many categories as you want.

Exclude categories

  1. Click Save.

How to remove exclusions of placements or categories?

To remove the exclusion of placements or categories, follow the procedure below.

  1. Follow steps 1-4 above (in the section “How do I exclude placements and categories?”).
  2. Check the box next to the placement or category that you want to delete.
  3. Click Delete.

Tips and hints

It is not necessary to exclude a site just because it is outside the region targeted by your ad. Your ad is only shown to users who are located in areas that you are targeting  regardless of the region of origin of the site.

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