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Set 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.

This article gives step-by-step instructions on how to set content exclusions in your account.

Before you begin

If you’re not familiar with content exclusions or you aren’t sure which settings are right for you, read About content exclusions and site category options first.

Note: In the previous AdWords experience, these settings are called “Site category options” for Display Network campaigns. For video campaigns, the Standard content filter is automatically enabled. If you’d like to turn it off, you can find it on the Content exclusions panel described in the instructions below. Learn more about the Standard content filter.

Instructions

Choose the AdWords experience you're using. Learn more

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.
  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.
  6. Click Save.
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