Placement Exclusion Lists are a feature in Google Ads that allows advertisers to exclude specific websites or apps from their advertising campaigns. In this article, we’ll take a closer look at Placement Exclusion Lists and how to use them to optimize your advertising campaigns.
What are Placement Exclusion Lists?
Placement Exclusion Lists are a feature in Google Ads that allow you to exclude specific websites or apps from your advertising campaigns. This means that your ads will not be shown on the websites or apps that you’ve added to your Placement Exclusion List. You can create Placement Exclusion Lists at the campaign or ad group level, and you can add individual placements or entire categories of placements to your lists.
Why are Placement Exclusion Lists important?
Placement Exclusion Lists are an important tool for advertisers because they allow you to exclude specific websites or apps from your advertising campaigns. By using Placement Exclusion Lists, you can ensure that your ads are only shown on websites or apps that are relevant to your business or that align with your brand values. This can help you to optimize your targeting and drive better results from your campaigns.
How to use Placement Exclusion Lists
1. Sign in to your Google Ads account
To access Placement Exclusion Lists, sign in to your Google Ads account at https://ads.google.com/.
2. Navigate to the Placement Exclusion Lists settings
To access the Placement Exclusion Lists settings, click on the tools icon in the top right corner of the screen and select “Placements” from the dropdown menu. Then, click on the “Exclusion lists” tab.
3. Create a Placement Exclusion List
To create a Placement Exclusion List, click on the “New exclusion list” button in the Placement Exclusion Lists settings. You’ll be asked to enter a name for your Placement Exclusion List and select the level at which you want to apply the list (campaign or ad group).
4. Add placements to your Placement Exclusion List
To add placements to your Placement Exclusion List, click on the list name and select the “Add placements” option. You can then search for and select individual placements or entire categories of placements to add to your list.
5. Exclude placements from your campaigns
Once you’ve created a Placement Exclusion List and added placements to it, you can exclude those placements from your campaigns by selecting your Placement Exclusion List in the “Placements” section of your ad campaign or ad group settings.
6. Manage and optimize your Placement Exclusion Lists
You can use the Placement Exclusion Lists settings to manage and optimize your Placement Exclusion Lists by adding or removing placements from your lists, renaming your lists, or deleting lists that are no longer needed. You can also use the data provided by Google Ads to better understand the performance of your Placement Exclusion Lists and make adjustments as needed to optimize your targeting.
Tips for using Placement Exclusion Lists
Here are a few tips for using Placement Exclusion Lists to optimize your advertising campaigns:
1. Use Placement Exclusion Lists to exclude irrelevant placements
By excluding irrelevant placements from your campaigns, you can ensure that your ads are only shown on websites or apps that are relevant to your business or that align with your brand values.
2. Use Placement Exclusion Lists to exclude placements with low performance
By excluding placements with low performance from your campaigns, you can avoid wasting budget on placements that are not driving results. You can use the data provided by Google Ads to identify placements with low performance and add them to your Placement Exclusion Lists.
3. Use Placement Exclusion Lists to exclude placements that are not aligned with your brand values
If you’re running a brand-sensitive campaign, you may want to exclude placements that are not aligned with your brand values. By doing so, you can ensure that your ads are only shown on placements that reflect your brand in a positive way.
4. Use the data provided by Google Ads to optimize your Placement Exclusion Lists
By using the data provided by Google Ads, you can better understand the performance of your Placement Exclusion Lists and make adjustments as needed to optimize your targeting.
Conclusion
Placement Exclusion Lists are a valuable feature in Google Ads that allow advertisers to exclude specific websites or apps from their advertising campaigns. By using Placement Exclusion Lists, you can ensure that your ads are only shown on websites or apps that are relevant to your business or that align with your brand values. Whether you’re looking to exclude irrelevant placements, placements with low performance, or placements that are not aligned with your brand values, Placement Exclusion Lists can help you to get the most out of your advertising spend.
