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Exclude placements at account level

In the same way as you can target placements in the Google Display Network and YouTube to show your ads – such as specific pages, sites and videos – you can also exclude placements where you don't want your ads to be shown. In particular, you might want to exclude websites or domains that aren’t appropriate for your brand.

This article tells you how to create account-level placement exclusions – which prevent your ads from showing on certain placements on the Display Network or YouTube, overriding any campaign-level placement targeting.

Before you start

Here's critical information you need to know about account-level exclusions:

Subdomains. When you create a placement exclusion, leave off www. to exclude the subdomains, subsites and subpages under the exclusions. So, if you exclude example.com, you will automatically exclude store.example.com (subdomain), example.com/store (subsite) and example.com/store.html (subpage). But if you retain the www. and exclude www.example.com, the exclusion won't extend to sub-domains, sub-sites and sub-pages.

Country domains. Different country domains need separate exclusions. So, to exclude example.com and example.co.uk, you need to add both as placement exclusions.

Limits. You can enter a maximum of 20,000 placement exclusions at a time and total of 65,000 placement exclusions per account. In addition to placement exclusions, you can use site category and content exclusions. Learn more about site category options and content exclusions.

Instructions

Select the AdWords experience that you're using. Learn more

  1. Select the Campaigns tab.
  2. In the left navigation bar, click Shared library.
  3. Select 'Account placement exclusions', then click + Add.
  4. Enter the URL that you’d like to prevent your ads from showing on. Make sure that you enter it correctly and don't include 'www.'.
  5. Click Save.

You'll be able to verify the placement exclusion under 'Change History' when you view changes at the account level. New placement exclusions usually take effect within 12 hours.

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