Exclude web pages and apps

Just as you can target placements in the Google Display Network to show your ads – such as specific pages, websites, mobile apps and video – you can also exclude placements where you don't want your ads to show. In particular, you might exclude websites or domains that aren’t appropriate for your brand and that aren’t helping you to sell your products or services.

Excluded placements

Types of placements that you might exclude

  • Certain specific placements that don’t fit your brand.
  • Automatic placements that aren't relevant to your business.
  • Placements where your ads are showing, but not performing well.


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

Excluding placements from your ad group or campaign

You can exclude placements from specific ad groups and campaigns from the Display Network tab.

  1. Go to your Display Network tab and click on + Targeting, which is located above the graph.
  2. Select an ad group.
  3. Click on either the “Add ad group exclusions” or “Add campaign exclusions” drop-down menu and select “Placements".
  4. Type a placement in the box, entering just one placement per line. You can exclude up to 10,000 placements per campaign. Note: You don't need to exclude a placement if it's located outside the target region for your ad. No matter where a website is located, your ad will be shown only to visitors located in the regions that you've targeted.
  5. Click on Close, then Save.
Excluding placements from multiple campaigns
  1. Click on the Shared library link in the navigation bar.
  2. Click on Campaign placement exclusions.
  3. Click on the + List button.
  4. Name the list and enter the placement exclusions.
  5. Click on Save.
  6. Select the list that you created and click on Apply to campaigns.
  7. Select the campaigns that you'd like to add your placement exclusion list to.
  8. Click on 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 websites

There are several methods for excluding placements: by domain, sub-domain, 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.


Cheryl’s company sells organic household cleaning products, and she would like to display their ads only on closely-related placements. She targets a popular product review website, and adds a site exclusion for 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 AdWords filters websites. Here are some examples of how to exclude domains and format these exclusions:



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
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
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
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
Multi-level subdomains www.placement.example.com Not Allowed
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% of the 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%.

Formatting placement exclusions for mobile apps

To exclude all mobile apps on Display Network campaigns:

  1. From the Display Network tab, go to "Campaign Exclusions".
  2. In the "Placements" section, paste adsenseformobileapps.com.

For "Display Network – All features" campaigns, you can exclude specific apps, under campaign exclusions. For those types of exclusions, the format is "adsenseformobileapps.com/" followed by the app ID for iOS apps, or the package name for Android apps. For Example:

  • To exclude the iOS LabPixies LineUp 2 app, you’d enter adsenseformobileapps.com/1-476954712.
  • To exclude the Android LabPixies ColorDrips game app, you’d enter adsenseformobileapps.com/com.labpixies.colordrips.

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. Here are the marketing objectives and campaign types that let you do this:

"Display Network only" marketing objectives
  • Install your mobile app
  • Engage with your mobile app
Campaign types
  • "Display Network only – Mobile app installs"
  • "Display Network only – Ads in mobile apps"
  • "Display Network only – Mobile app engagement"

To exclude individual apps in one of these campaign types, follow the steps on how to exclude specific placements. Once you've selected Placements under "Ad group exclusions" or "Campaign exclusions", follow the steps below:

  1. Next to "Mobile app categories," click on Search all apps.
  2. Enter your placement exclusions in one of the formats shown below, or type the name of the app into the search bar, and click on Search.
    • iPhone: To exclude iPhone apps, format your placement exclusion with “mobileapp::1-” followed by the iOS app store ID 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.
    • Android apps: To exclude Android apps, format your placement exclusion with “mobileapp::2-” followed by the Android app package name which is the last part of the Google Play URL after the “=” symbol. For example, to exclude the LabPixies ColorDrips game app, you’d enter mobileapp::2-com.labpixies.colordrips.
  3. Select the app that you'd like to exclude from your targeting, and click on the box to add it to your placement exclusions.
  4. Click on Close, then Save.
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.


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

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