Exclude pages about a specific topic

To provide a comprehensive and consolidated view of your content targeting and make content targeting management and optimisation simpler, you’ll see the following improvements in Google Ads:

All types of content targeting will be found under 'Content' in the side navigation

  •  'Topics', 'Placements', 'Display and Video Keywords' and 'Exclusions' for all types of content targeting are now categorised under the 'Content' tab in the side navigation menu. For 'Exclusions', click the drop-down arrow Down arrow to the right of the term 'Exclusions' to select exclusions for topics, placements or Display and Video keywords.

Just as you can target pages in the Google Display Network about certain subjects – like cars or music – you can also exclude by topic to keep your ads off web pages whose themes aren't relevant to your customers.

This article explains how to exclude topics to not display your ads on specific web pages.

Reasons to exclude topics

  • Avoid showing your ads on pages that aren't relevant to your business.
  • Continue to target broad themes while filtering out sub-topics and niche areas.
  • Spend your advertising budget effectively, excluding topics that show a low return.


A travel agency has an ad group that features ads about various types of tours. They decide to target the topic Travel which has lots of relevant sub-topics like Adventure Travel and Regional Parks & Gardens, but exclude sub-topics that are less relevant to their offerings like Air Travel.


To exclude pages about a specific topic, follow these steps:

  1. In the navigation panel, select the Display campaign with the topic that you want to exclude.
  2. Click Content in the page menu.
  3. Click the Exclusions tab.
  4. Click the drop-down arrow to the right of the term 'Exclusions'.
  5. Click Topics, click the plus button .
  6. Select the topics that you'd like to exclude by selecting the tick boxes to the left of each one.
  7. Click Save.

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