Exclude specific web pages and videos

Targeting and exclusion controls for mobile Display have been simplified to make it easier to reach the growing base of mobile users.

Content exclusion ('G-mob mobile app non interstitial' exclusion) has been replaced by simplified device targeting options of computer, tablet and mobile.

You can control which publishers or types of content that your ads appear on using:

  • Topics
  • Device targeting: computer, tablet, mobile
  • App category
  • Individual app exclusions via placement exclusions for mobile apps, and individual website exclusion
  • Content exclusions

Just as you can target placements in the Google Display Network to show your ads – like specific pages, sites, mobile apps and videos – you can also exclude placements where you don't want your ads to show. You can exclude websites or domains that are inappropriate for your brand or are ineffective in promoting the sale of your products or services.

Types of placements that you might exclude

  • Certain specific placements that don’t fit your brand.
  • Placements where your ads are showing, but not performing well.


A travel agency has an ad group that features family camping packages and targets topics like Hiking & Camping. The agency notices that some of their ads are showing on automatic placements that are relevant to the topic but are not family-friendly. They can exclude those placements from the ad group.

Exclude placements from your campaign, ad group or account

You can exclude placements from specific ad groups and campaigns from the 'Placements' page.

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, select Placements.
  3. From the menu bar on the left, click the Exclusions tab.
  4. Click the pencil icon Optimization.
  5. Choose whether you’d like to exclude placements at the campaign, ad group or account level.
  6. Do one of the following:
    • Search for a word, phrase, URL or video ID that you’d like to exclude.
    • Click Enter multiple placements and enter the URL(s) that you’d like to exclude.
    • Select Use placement exclusion list and select your list.
  7. After you’ve entered your exclusions, click Save.

How to add your exclusion URLs

There are different types of URLs for different types of properties. From mobile apps to specific product pages, each type of property has a specific address format. Expand the sections below to see how to enter the addresses for each type of placement.

Formatting placement exclusions for websites

There are several methods for excluding placements: by domain, sub-domain, path name or individual pages, but not multi-level domains. In general, excluding domains will prevent your ads from appearing on any page on or within that domain, while entering subdomains or paths will only prevent your ads from appearing on any page on or within that subdomain or path respectively.


Cheryl’s company sells organic household cleaning products, and she would like to show their ads only on closely-related placements. She targets a popular product review website, and adds a site exclusion for website paths about food gadgets and home appliances so that her ads don’t appear on those pages. By refining where her ads appear, she can show them to the most interested potential customers.

The format of each entry on your site exclusion list determines how Google Ads filters sites. Here are some examples of how to exclude domains and format these exclusions:



Top-level domain name example.com
Use this format if you'd prefer that your ads be excluded from a particular domain and its subdomains, directory names, individual pages and so on.
  • Ads won't appear on example.com, www.example.com, www1.example.com, www.example.com/stuff, www.example.com/stuff/page.html or placement.example.com
First-level subdomain www.example.com
  • Ads won't appear on www.example.com or www.example.com/stuff
  • Ads may show on www1.example.com or placement.example.com
First-level subdomain placement.example.com Acceptable
Single directory name www.example.com/stuff
  • Ads won't appear on www.example.com/stuff or www.example.com/stuff/page.html
  • Ads may show on www.example.com
Single directory name example.com/stuff Acceptable
Second directory name www.example.com/stuff/extra
  • Ads won't appear on www.example.com/stuff/extra or www.example.com/stuff/extra/page.html
  • Ads may show on www.example.com or www.example.com/stuff
Multi-level subdomains


  • Ads may only be excluded from this specific subdomain
Not recommended
Individual page www.example.com/index.html Acceptable

Due to the dynamic nature of the Display Network, we can't guarantee that you'll exclude 100% of the related pages when you exclude a category. In our tests, however, we've found that excluding a category reduces exposure to related pages by approximately 90%.

Exclude individual apps from Display campaigns

  1. Sign in to your Google Ads account.
  2. From the menu on the left, select Placements.
  3. In the menu bar above, click the Exclusions tab.
  4. Click on the pencil icon Optimization.
  5. Select Add placement exclusion.
  6. Under "Exclude from", select Campaign.
  7. Click Select a campaign and select the campaign that you’d like to exclude apps from.
  8. Click Enter multiple placements.
  9. Do one of the following:
    • To exclude iPhone apps:
      • Find the iTunes ID for the app that you want to exclude. The iTunes ID appears at the end of the app’s iTunes URL. For instance, the ID in red is the 'MechaHamster' app’s iTunes ID:

      • Enter ‘mobileapp::1-’ followed by the iTunes ID. For example, if you want to add the ‘MechaHamster’ app as a placement exclusion, enter mobileapp::1-1286046770.

    • To exclude Android apps:
      • In the Google Play Store, find the app that you want to exclude, and then copy the app’s package name (the last part of the URL after 'id='). For example, for the app 'MechaHamster', copy the section of the URL that appears in red below:
      • In the field for entering placements in Google Ads, enter ‘mobileapp::2-’ and paste the URL that you just copied. Using the example from the previous step, the exclusion for the app 'MechaHamster' would look like this:

Excluding parked domains

Most exclusions apply only to the Display Network except for parked domain sites, which will be excluded on both the Display Network and the Search Network using content exclusions.


Excluding placements is different from removing them. When you exclude placements, you’re blocking your ads from showing there. When you remove placements that you’re targeting, your ad could still show there based on other targeting methods that you have in your ad group – such as keywords or topics.

Next steps

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