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Exclude pages about a specific topic

Just as you can target pages in the Google Display Network about certain subjects – like cars or music – you can also exclude by topic to keep your ads off webpages whose themes aren't relevant to your customers.

This article explains how to exclude topics to not display your ads on specific webpages.

Reasons to exclude topics

  • Avoid showing your ads on pages that aren't relevant to your business.
  • Continue to target broad themes while filtering out subtopics and niche areas.
  • Spend your advertising budget effectively, excluding topics that show a low return.

Example

A travel agency has an ad group that features ads about various types of tours. They decide to target the topic Travel which has lots of relevant sub-topics like Adventure Travel and Regional Parks & Gardens, but exclude sub-topics that are less relevant to their offerings like Air Travel.

Instructions

Choose the AdWords experience you're using. Learn more

How to exclude topics

  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 “Topics.”
  4. Type a term or phrase in the search box to find a topic to exclude or click each topic to see the sub-topics you can select. Click add » next to the topics and sub-topics you'd like to exclude.
  5. Click Close and then Save.
 

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