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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 content exclusions in Display Network campaigns

Creating a campaign

  1. Sign in to your AdWords account.
  2. From the page menu on the left, click Campaigns.
  3. Click the plus button .
  4. For "Campaign type," select Display Network. Enter the required information to create your campaign.
  5. Click Additional settings, and then click Content exclusions to open the panel. Note: Only digital content labels are available when you first create a Display Network campaign. 
  6. Select the digital content labels you want to apply to your campaign.
  7. Create an ad group and ads (optional).
  8. Click Create campaign.

Modifying a campaign

  1. Sign in to your AdWords account.
  2. From the page menu on the left, click Settings.
  3. Click the name of the Display Network campaign you want to work on.
  4. Click Additional settings, and then click Content exclusions to open the panel.
  5. Select the content exclusions you want to apply to your campaign.
  6. Click Save

How to set content exclusions in Video campaigns

Creating a campaign

  1. Sign in to your AdWords account.
  2. From the page menu on the left, click Campaigns.
  3. Click the plus button .
  4. For "Campaign type," select Video. Enter the required information to create your campaign. 
  5. Under Additional settings, and click Content exclusions to open the panel.
  6. Select the content exclusions you want to apply to your campaign.
  7. Create an ad group and a video ad. (You can skip these steps and complete them later.)
  8. Click Save and continue.

Modifying a campaign

  1. Sign in to your AdWords account.
  2. From the page menu on the left, click Settings.
  3. Click the name of the Video campaign you want to work on.
  4. Click Additional settings, and then click Content exclusions to open the panel.
  5. Select the content exclusions you want to apply to your campaign.
  6. Click Save

How to set content exclusions at the account level

  1. Sign in to your AdWords account.
  2. From the navigation menu on the left, click All Campaigns.
  3. From the page menu on the left, click Settings.
  4. At the top of page, click Account settings.
  5. Click on Content exclusions to open the panel. 
  6. Select the content exclusions you want to apply to your account. Note: These selections will apply to every campaign in your account.
  7. Click Save.

Note: Account-level control of content exclusions is only available in the new AdWords experience.

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