Search
Clear search
Close search
Google apps
Main menu

About content exclusions and site category options

Content exclusion settings let you opt out of showing your ads alongside certain categories of websites, videos, and mobile apps that may not be appropriate for your brand or serve your advertising goals.

With a variety of content exclusion options for your Display Network campaigns – such as live streaming video, sensitive social issues, and content for mature audiences – you’ll have more control over where your ads show on the Display Network and YouTube.

Google has policies that define what types of content can be monetized for ads on YouTube and the Display Network. The content settings listed here are meant to give you additional control and help you exclude types of content that, while in compliance with our policies, may not fit your brand or business. 

Also see YouTube’s advertiser-friendly content guidelines.

This article explains the available options for Video and Display Network campaigns. For step-by-step instructions, go to Set content exclusions and site category options.

List of content exclusion options

For Video campaigns

Content exclusions options for Video campaigns are found in campaign settings. Here are the available options:

Standard content filter

This filter is the primary tool for excluding content. It filters out the most inappropriate or graphic content from all the content categories, and is recommended for most advertisers. It’s automatically enabled when a campaign is created.

The other content categories listed below exclude additional content on top of what is already excluded by the filter. To understand the difference of what is excluded by the filter and content categories, learn more about the Standard content filter.

Sensitive content

Sensitive social issues: Discrimination and identity relations, scandals and investigations, reproductive rights, firearms and weapons, and more

Tragedy and conflict: Obituaries, bereavement services, violence, war, missing persons, and more

Profanity and rough language (beta): Moderate or heavy use of profane language and curse words

Sexually suggestive content (beta): Provocative pictures, text, and more

Sensational and shocking (beta): Content that creates shock value, including sensational, gross, and crude content

Digital content labels

DL-G: Content suitable for general audiences

  • Content suitable for families

DL-PG: Content suitable for most audiences with parental guidance

DL-T: Content suitable for teen and older audiences

DL-MA: Content suitable only for mature audiences

Not yet labeled: Content that has not been labeled yet by our system

Content type

  • Embedded YouTube videos
  • Live-streaming videos
  • Games

For Display Network campaigns

In the previous AdWords experience, these settings are called “Site category options” for Display Network campaigns. In the new AdWords experience, they’re called “Content exclusions” (which is the same as Video campaigns). These options are located in your campaign settings.

Important

Starting in July we are streamlining the content exclusion options (also known as site category options) for Display Network campaigns. Some options are being phased out and will no longer be available starting in early 2018.

Learn more about these changes

Here are the available options for Display:

Sensitive content

Tragedy and conflict: Obituaries, bereavement services, violence, war, missing persons, and more. (Previously called “Death and tragedy.”)

  • Crime, police, and emergency: Police blotters, news stories on fires, emergency services resources, and more. (Will be combined with “Tragedy and conflict” in early 2018.)
  • Military and international conflict: News about war, terrorism, sensitive international relations, and more. (Will be combined with “Tragedy and conflict” in early 2018.)

Sensational and shocking: Content that creates shock value, including sensational, gross, and crude content. (Previously called “Juvenile, gross, and bizarre.”)

Profanity and rough language: Moderate or heavy use of profane language, and more.

Sexually suggestive content: Provocative pictures, text, and more.

Digital content labels

DL-G: Content suitable for general audiences

  • Content suitable for families

DL-PG: Content suitable for most audiences with parental guidance

DL-T: Content suitable for teen and older audiences

DL-MA: Content suitable only for mature audiences

Not yet labeled: Content that has not been labeled

Types of placements

Parked domains: Registered but undeveloped website domains.

In-game: Online and mobile app games where ads are shown within the game. (Also called "Games.")

Error pages: Pages people are sent to when the webpage or website they’re trying to access isn’t available. (No longer available starting early 2018.)

Gambling: Sweepstakes, casino websites, sites that sell gambling equipment, and more. Note: Gambling content is now excluded by default. (No longer available starting early 2018.)

Forums: Internet message boards. (No longer available starting early 2018.)

Social networks: Sites where people can interact with others and build personal profiles. (No longer available starting early 2018.)

Photo-sharing pages: Pages where people can upload and view images. (No longer available starting early 2018.)

Video-sharing pages: Pages where people can upload and view videos. (No longer available starting early 2018.)

Ad location

Below-the-fold: Section of a page people have to scroll down to see.

Video content types

In-video: Video where ads are shown within the video player.

In-video (user embedded only): Video that a web publisher found on the Display Network and published on his or her own site. Ads are shown within the video player. (Also called "Embedded YouTube videos.")

Live streaming video: Footage of a live event streamed over the Internet.

About account-level content exclusions

Account-level content exclusions let you set exclusions that apply to your entire account. This means that you can set content exclusions one time in your account settings, and they will apply to all campaigns (both existing and new) in your account.

Note: Account-level control of content exclusions is only available in the new AdWords experience. Determine which AdWords experience you’re using.

Next: For step-by-step instructions, go to Set content exclusions and site category options.

Related links

Was this article helpful?
How can we improve it?
Sign in to AdWords

Get account-specific help and tips by signing in with your AdWords account email address, or learn how to get started with AdWords.