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January 12, 2025
Navigating the complex landscape of digital advertising requires precision and strategy, particularly when managing where your ads appear. Excluding irrelevant placements in Google Display Network campaigns ensures that your ads are shown to the right audience, avoiding unnecessary impressions and clicks that don't convert.
This tutorial provides a straightforward guide to help you exclude unwanted placements effectively, optimizing your ad spend and enhancing campaign performance.
First, navigate to your Google Ads account and select the specific campaign you wish to optimize by excluding placements.
Once inside the campaign, select the ad group from which you intend to exclude certain placements.
Head to the section that details the performance of your ads to analyze where they have been displayed.
Review the specific URLs and websites where your ads have appeared.
Identify the URLs that do not align with your campaign goals and select them for exclusion.
Click on "Edit," then choose "Exclude at Ad Group/Campaign" to remove the selected placement from your campaign.
Effectively managing ad placements is a crucial component of a successful display campaign. By excluding irrelevant placements, you can ensure that your ads are seen by the right audience, leading to better engagement and a higher return on investment. Implement these steps to refine your campaigns, and leverage your ad spend more efficiently.
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Analyze your "Where Ads Showed" report to identify placements with high impressions but low conversions. These are often good candidates for exclusion.
Yes, you can manage exclusions at the account level, which will apply universally across all campaigns, offering a broad control over where your ads appear.
Google Ads allows a maximum of 20,000 placement exclusions at a time. For broader management, you can use exclusion lists for up to 250,000 exclusions each.
Regularly review your placement reports, ideally monthly, to ensure your exclusions remain relevant and your ads are effectively targeting the right audience.
Yes, you can exclude entire app categories at the account level, which is useful if you want to avoid showing ads in certain types of mobile apps.
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