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About site category options and content exclusions

Site category options are types of sites, content, and ad placements that you can allow or exclude. With a variety of category options for your Display Network campaigns – such as live streaming video, sensitive social issues, and ad placements shown below-the-fold – you’ll have more control over where your ads show on the Display Network and YouTube.

For Video campaigns, these settings are found under "Content exclusions" and the options may differ. Read more about brand controls on YouTube

Reasons to set category options

  • Filter types of sites, mobile apps, and video that aren't appropriate for your brand.
  • Avoid categories of sites, mobile apps, and video that your target customers don't visit.
  • Exclude categories of sites, mobile apps, and video that don’t perform well for your audience.

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. Also see YouTube’s advertiser-friendly content guidelines.

List of category options

Sensitive content options (Display Network ads)

  • Crime, police, and emergency: Police blotters, news stories on fires, emergency services resources, and more.
  • Death and tragedy: Obituaries, bereavement services, accounts of natural disasters, accidents, and more.
  • Military and international conflict: News about war, terrorism, sensitive international relations, and more.
  • Juvenile, gross, and bizarre content: Jokes, weird pictures, videos of stunts, and more.
  • Profanity and rough language: Moderate or heavy use of profane language, and more.
  • Sexually suggestive content: Provocative pictures, text, and more.
Sensitive subjects (Video ads)
  • 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. (Video only)
  • 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.
  • Error pages: Pages people are sent to when the webpage or website they’re trying to access isn’t available.
  • In-game: Online and mobile app games where ads are shown within the game. (Also called "Games.")
  • Gambling: Sweepstakes, casino websites, sites that sell gambling equipment, and more. Note: This is excluded by default.
  • Forums: Internet message boards.
  • Social networks: Sites where people can interact with others and build personal profiles.
  • Photo-sharing pages: Pages where people can upload and view images.
  • Video-sharing pages: Pages where people can upload and view videos.
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.

 

 

Instructions

See step-by-step instructions on how to set these content controls in your account.

How to set category options in Display Network campaigns

Modifying a campaign
  1. Go to your Display Network tab and click + Targeting, which is located above the graph.
  2. Under “Campaign exclusions” select a campaign.
  3. Click the “Add campaign exclusions” drop-down menu and select "Site category options."
  4. In the panel that opens, set your site category options to “Enabled” or “Excluded” . Note: “Gambling” is excluded from all campaigns by default.
  5. Click Close and then Save.

How to set content exclusions in Video campaigns

Creating a campaign
  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click the Campaigns tab.
  3. Enter the required information to create a video campaign.
  4. Under “Advanced Settings”, click Ad delivery.
  5. Next to “Content exclusions,” select the content exclusion that you want to apply to your ads.
Modifying a campaign
  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click the Campaigns tab, and then click the name of the video campaign you want to work on.
  3. Click the Settings tab.
  4. Under “Advanced settings,” click "Ad delivery." Next to “Content exclusions,” click Edit.
  5. In the new window, select the content exclusion that you want to apply to your ads.

    Note

    Mature and unlabeled content is excluded from all campaigns by default.

    Content exclusions settings
  6. Click Save.

Alternate instructions: 

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click the Campaigns tab, and then click the name of the video campaign you want to work on.
  3. Click the Video targeting tab and scroll to the bottom.
  4. Under “Content exclusions,” click +Exclusion.
  5. In the panel that opens, select the content you would like to exclude.

    Note

    Mature and unlabeled content is excluded from all campaigns by default.

    Content exclusions settings
  6. Click Save.
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