Exclude specific webpages, videos, and apps

30/11/2019

Starting in September 2018, we are significantly simplifying targeting and exclusion controls for mobile Display to make it easier to reach the growing base of mobile users.

The following targeting settings will be replaced by simplified device targeting options of computer, tablet, and mobile:

adsenseformobileapps.com placement targeting and exclusion
Content exclusion: “G-mob mobile app non interstitial” exclusion

Following these changes, you can control which publishers or types of content your ads appear on using:

Topics
Device targeting: computer, tablet, mobile
App category
Individual app exclusions via placement exclusions for mobile apps, and individual website exclusion
Content exclusions

Learn more about how to prepare for updates to mobile targeting and exclusion.

Just as you can target placements in the Google Display Network to show your ads – like specific pages, sites, mobile apps, and videos – you can also exclude placements where you don't want your ads to show. You can exclude websites or domains that are inappropriate for your brand or are ineffective in promoting the sale of your products or services.

Types of placements you might exclude

Certain specific placements that don’t fit your brand.
Placements where your ads are showing, but not performing well.

Example

A travel agency has an ad group that features family camping packages and targets topics like Hiking & Camping. The agency notices that some of their ads are showing on automatic placements that are relevant to the topic but are not kid-friendly. They can exclude those placements from the ad group.

Exclude placements from your campaign, ad group, or account

You can exclude placements from specific ad groups and campaigns from the "Placements" page.

Sign in to your Google Ads account.
From the page menu on the left, select Placements.
From the menu bar above, click Exclusions tab.
Click the pencil icon .
Choose whether you’d like to exclude placements at the campaign, ad group, or account level.
Do one of the following:
- Search for a word, phrase, URL, or video ID you’d like to exclude.
- Click Enter multiple placements and enter the URL(s) you’d like to exclude.
- Select Use placement exclusion list and select your list.
After you’ve entered your exclusions, click Save.

How to add your exclusion URLs

There are different types of URLs for different types of websites. From mobile apps to specific product pages, each type of property has a specific address format. Expand the sections below to see how to enter the addresses for each type of placement.

Formatting placement exclusions for sites

There are several methods for excluding placements: by domain, subdomain, path name, or individual pages, but not multi-level domains. In general, excluding domains will prevent your ads from appearing on any page on or within that domain, while entering subdomains or paths will only prevent your ads from appearing on any page on or within that subdomain or path, respectively.

Example

Cheryl’s company sells organic household cleaning products, and she would like to show their ads only on closely related placements. She targets a popular product review website, and adds a site exclusion for the website paths about food gadgets and home appliances so that her ads don’t appear on those pages. By refining where her ads appear, she can show them to the most interested potential customers.

The format of each entry on your site exclusion list determines how Google Ads filters sites. Here are some examples of how to exclude domains and format these exclusions:

Level	Exclusion
Top-level domain name	example.com Use this format if you'd prefer that your ads be excluded from a particular domain and its subdomains, directory names, individual pages, and so on. Ads won't appear on example.com, www.example.com, www1.example.com, www.example.com/stuff, www.example.com/stuff/page.html, or placement.example.com	Acceptable
First-level subdomain	www.example.com Ads won't appear on www.example.com or www.example.com/stuff Ads may show on www1.example.com or placement.example.com	Acceptable
First-level subdomain	placement.example.com	Acceptable
Single directory name	www.example.com/stuff Ads won't appear on www.example.com/stuff or www.example.com/stuff/page.html Ads may show on www.example.com	Acceptable
Single directory name	example.com/stuff	Acceptable
Second directory name	www.example.com/stuff/extra Ads won't appear on www.example.com/stuff/extra or www.example.com/stuff/extra/page.html Ads may show on www.example.com or www.example.com/stuff	Acceptable
Multi-level subdomains	www.placement.example.com Ads may only be excluded from this specific subdomain	Not recommended
Individual page	www.example.com/index.html	Acceptable

Due to the dynamic nature of the Display Network, we can't guarantee that you'll exclude 100 percent of related pages when you exclude a category. In our tests, however, we've found that excluding a category reduces exposure to related pages by approximately 90 percent.

Exclude all mobile apps from Display campaigns

Note: Starting in September 2018, you’ll no longer be able to exclude all mobile apps using an “adsenseformobileapps” exclusion. This exclusion is being replaced with device targeting settings of computers, mobile and tablet. Learn more about how to prepare for updates to mobile targeting and exclusion.

Sign in to your Google Ads account.
In the navigation menu, click Display campaigns.
In the page menu, click Placements.
Click Exclusions.
Click on the pencil icon .
Select a campaign.
Click Enter multiple placements.
Paste the following link exactly as it appears here (with no "www"): adsenseformobileapps.com
Click Save.

For Display Network campaigns that specifically target the Google AdMob network of apps, you can add individual mobile apps as ad group or campaign placement exclusions.

Exclude individual apps from Display campaigns

Sign in to your Google Ads account.
From the menu on the left, select Placements.
In the menu bar above, click Exclusions tab.
Click on the pencil icon .
Select Add placement exclusion.
Under “Exclude from,” select Campaign.
Click Select a campaign and select the campaign you’d like to exclude apps from.
Click Enter multiple placements.
Do one of the following:
- To exclude iPhone apps: Search for the app and enter the iTunes URL for the app. For instance, to exclude the “Colorize” app, you’d enter: https://itunes.apple.com/us/app/colorize/id331480966.
  
  Note: You can also format your placement exclusion with “mobileapp::1-” followed by the iTunes ID (shown in red below) which is the series of digits in the App store URL identified. For example, to exclude the LabPixies LineUp 2 app, you’d enter mobileapp::1-476954712.
- To exclude Android apps: Find your app in the Google Play Store, and enter the last part of the URL after the “Id=” field. For instance, to exclude the “Colors by Number - inStar” app, you’d enter: com.inapp.instar.number.coloring.sandbox.game

Excluding parked domains

Most exclusions apply only to the Display Network except for parked domain sites, which will be excluded on both the Display Network and the Search Network.

Note

Excluding placements is different from removing them. When you exclude placements, you’re blocking your ads from showing there. When you remove placements you’re targeting, your ad could still show there based on other targeting methods you have in your ad group – like keywords or topics.

* Nguồn: Google