About content exclusions and site category options for Display campaigns

Content exclusion settings let you opt out of showing your ads alongside certain types of content and 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 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 monetised for ads on YouTube and sites and apps on 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.

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

In the previous AdWords experience, these settings are called “Site category options” for Display 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.

Here are the available content exclusion options for Display:

Sensitive content

Tragedy and conflict: Content that includes news about violence, war, terrorism, sensitive international relations, missing persons, obituaries, police blotters and more​

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

Profanity and rough language: Content that includes moderate or heavy use of profane language, and more.

Sexually suggestive content: Content that includes 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 labelled: Content that has not been labelled

Types of placements

Parked domains: Registered but undeveloped website domains.

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

Ad location

Below the fold: Section of a page that 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 YouTube video: Video 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 Display campaigns (both existing and new) in your account.

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

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