Exclude specific audiences from your targeting

In addition to reaching specific audiences with your ads, you can exclude unrelated, and therefore unprofitable, audiences. By reaching only the audiences that are relevant to your business, you can help reduce your costs and increase the likelihood that your ad will attract clicks and conversions.

This article shows you how to exclude specific audiences if they're not a good match for what you're advertising.

Before you begin

Keep in mind that audience exclusions are only available in certain campaign types:

  • "Display Network only" > "Marketing objectives" > "Drive action" > "Buy on your website"
  • "Display Network only " > "No marketing objective" > "All features"
  • "Display Network only – Remarketing"
  • "Display Network only – All features"
  • "Search Network with Display Select – All features"
  • "Search Network only – All features"
  • "Search Network only - Dynamic Search Ads"

How it works

Just as you can improve your keyword list by excluding specific keywords, you can remove specific types of audiences, like remarketing lists or audiences, from your ad group if they're not a good match for what you're advertising. 

Instructions

To exclude audiences at the ad group and campaign level, follow these steps:

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you're still using the previous AdWords experience, choose Previous below. Learn more

  1. Sign in to your Google Ads account.
  2. Click Audiences
  3. Click Exclusions
  4. Click the audience exclusions icon .
  5. Select “Campaign” or “Ad group” from the drop-down menu.
  6. Select “Affinity audiences”, “In-market audiences” or “Remarketing and similar audiences”.
  7. Click “Affinity audiences”, “In-market audiences” or “Remarketing and similar audiences”.
  8. Select as many specific audiences as you would like to exclude, either by using “Search” or by clicking the box next to each audience. Your audience will appear in the “Selected” column.
  9. Click Save.

Next steps

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