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Simplified site category options for Display Network campaigns

We’re working to simplify the available site category options for Display Network campaigns. In order to streamline the AdWords interface and improve serving, we’re merging some site category options and removing others. These changes will unify the options across Display and Video campaigns and allow for smoother workflows so you can easily manage settings for your whole account.

Starting in early 2018, all Display Network campaigns will be moved to a simplified set of options (details below). We recommend that you manually update your options before then.

Introducing account-level content exclusions

We’re introducing account-level control of content exclusions in the new AdWords experience.

Site category options are now called content exclusions in the new AdWords experience -- and you can now set these exclusions in one place for your entire account. This means you can set content exclusions one time in your account settings, and they will apply to all new and existing campaigns in your account. Learn how to set account-level exclusions

What’s changing

The following site category options are no longer available for new Display Network campaigns:

Content type / Type of placement Sensitive content
  • Forums
  • Error pages
  • Gambling
  • Photo-sharing pages
  • Social network
  • Video-sharing pages
  • Crime, police, and emergency
  • Military and international conflict

If you’re using one or more of these options in an existing campaign, you can continue to do so through the end of the year. In early 2018, all campaigns will automatically be migrated to the new set of options and some options will be removed. 

We strongly recommend that you manually select new options before the end of the year. If you uncheck one of the options listed above in your campaign, you will no longer be able to use it. Learn how to modify site category options

Details

Here are more details about what’s changing:

Category Option Changes
Sensitive content Crime, police, and emergency

“Crime, police, and emergency” content will be classified under “Tragedy and conflict.”

Recommendation: Use “Tragedy and conflict” instead.

Sensitive content Military and international conflict

“Military and international” content will be classified under “Tragedy and conflict.”

Recommendation: Use “Tragedy and conflict” instead.

Sensitive content Death and tragedy Name is changing to “Tragedy and conflict.”
Sensitive content Juvenile, gross, and bizarre Name is changing to “Sensational and shocking.”
Sensitive content Sensitive social Issues This is a new option. It includes content related to discrimination and identity relations, scandals and investigations, reproductive rights, firearms and weapons, and more.
Digital content label Content suitable for families This is a new option. If you exclude “General audiences (DL-G)” you’ll exclude “Content suitable for families” as well.
Content type / Type of placement Gambling

Google AdSense policy restricts the placement of ads on gambling sites and gambling-related content. Since manual exclusion of gambling content is now unnecessary, this option is no longer needed and will be removed in early 2018. Learn more

Note: If you had this option selected, it will now appear as disabled in your settings. Keep in mind, ads cannot be served to this content type.

Content type / Type of placement Error pages

Google AdSense policy restricts the placement of ads on error pages. Since manual exclusion of this content is now unnecessary, this option is no longer needed and will be removed in early 2018. Learn more

Note: If you had this option selected, it will now appear as disabled in your settings. Keep in mind, ads cannot be served to this content type.

Content type / Type of placement Forums, Social networks, Photo-sharing pages, Video sharing pages

These options will no longer be available. The classification technology for these options was created before the growth and prevalence of user-generated and social content.

Recommendation: Use “Digital content labels” (Mature audiences, Content not yet labeled) and “Sensitive content” exclusions instead to opt out of subject matter or types of content that don't fit your brand.

Keep in mind

  • In the new AdWords experience, Site category options are called Content exclusions for Display Network campaigns.
  • The content exclusion options for Video campaigns will remain the same.

What you need to know

In summary: We will be making the transition to the new list of options over the next few months. For existing campaigns, we recommend that you manually change the options in your Display Network campaigns by the end of 2017.

If you don’t update your campaigns by early 2018, your campaigns will be automatically migrated and some options will be removed.

 

 

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