Exclude specific web pages, videos and apps


Starting in September 2018, we are significantly simplifying targeting and exclusion controls for mobile display to make it easier to reach the growing base of mobile users.

The following targeting settings will be replaced by simplified device targeting options of computer, tablet and mobile:

Following these changes, you can control which publishers or types of content 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

Learn more about how to prepare for updates to mobile targeting and exclusion.

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 child-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 above, click Exclusions tab.
  4. Click the pencil icon .
  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 websites. 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 all mobile apps from Display campaigns

Note: Starting in September 2018, you’ll no longer be able to exclude all mobile apps using an "adsenseformobileapps" exclusion. This exclusion is being replaced with device targeting settings of computers, mobile and tablet. Learn more about how to prepare for updates to mobile targeting and exclusion
  1. Sign in to your Google Ads account
  2.  In the navigation menu, click Display campaigns.
  3. In the page menu, click Placements.
  4. Click Exclusions.
  5. Click on the pencil icon .
  6. Select a campaign.
  7. Click Enter multiple placements.
  8. Paste the following link exactly as it appears here (with no "www"):  adsenseformobileapps.com
  9. Click Save

For Display Network campaigns that specifically target the Google AdMob network of apps, you can add individual mobile apps as ad group or campaign placement exclusions. 

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 Exclusions tab.
  4. Click on the pencil icon
  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: Search for the app and enter the iTunes URL for the app. For instance, to exclude the “Colorize” app, you’d enter: https://itunes.apple.com/us/app/colorize/id331480966.
      Note: You can also format your placement exclusion with "mobileapp::1-" followed by the iTunes ID (shown in red below) which is the series of digits in the App store URL identified. For example, to exclude the LabPixies LineUp 2 app, you’d enter mobileapp::1-476954712.
    • To exclude Android apps: Find your app in the Google Play Store and enter the last part of the URL after the "Id=" field. For instance, to exclude the “Colors by Number – inStar” app, you’d enter: com.inapp.instar.number.coloring.sandbox.game

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.


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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