Exclude web pages and apps

Just as you can target placements in the Google Display Network to show your ads – like specific pages, sites, mobile apps and video – you can also exclude placements that aren’t appropriate for your brand and that aren’t helping you sell your products or services.

Reasons to exclude placements

  • Block placements that don’t fit your brand.
  • Exclude unwanted automatic placements where your ads have shown in the past.
  • Stop ads from showing on placements where you’re paying but not getting results.


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 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 + Targeting, which is located above the graph.
  2. Select an ad group.
  3. Click 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 site is located, your ad will be shown only to visitors located in the regions that you've targeted.
  5. Click Close and then Save.
Excluding placements from multiple campaigns
  1. Click the Shared library link in the navigation bar.
  2. Click Campaign placement exclusions.
  3. Click the + List button.
  4. Name the list and enter the placement exclusions.
  5. Click Save.
  6. Select the list that you created and click Apply to campaigns.
  7. Select the campaigns that you'd like to add your placement exclusion list to.
  8. Click Save.
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.

The format of each entry on your site exclusion list determines how AdWords filters sites. 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 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 per cent.

Formatting placement exclusions for mobile apps
  • iPhone: To exclude iPhone apps, format your placement exclusion with “mobileapp::1-” followed by the iOS appstore ID which is the series of digits in the App store URL“id.” 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.
  • Categories of apps: To exclude entire categories of apps, format your placement exclusion with “mobileappcategory::” followed by the app category ID. For example, to exclude Android entertainment apps you’d enter mobileappcategory::60006. See full list of mobile app categories.
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 Gmail or Orkut

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

Excluding ads from Gmail

To prevent your ads from showing in Gmail, exclude mail.google.com.

Excluding ads from Orkut

To prevent your ads from showing on all Orkut community pages, exclude www.orkut.com/Communities.aspx (ads can still show on individual Orkut community pages and search results pages).


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

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