About Exclusions: exclude specific audience segments from your targeting

Starting on May 1, 2023, similar audiences (or segments) will be gradually phased out as a targeting feature. Learn more about this latest change to audience targeting

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place, the “Audiences” tab within the left page navigation menu. You can also easily manage your Audiences from this report page. Learn more about Audience reporting
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include similar, custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the updates to Audience terms and phrases

In addition to reaching specific segments with your ads, you can exclude unrelated, and therefore unprofitable, segments. By reaching only the segments 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 segments if they're not a good match for what you're advertising.

As Apple’s App Tracking Transparency (ATT) policies go into effect, your data segments (especially website, app and automatically created segments) and Customer Match segments may be impacted on iOS 14 traffic (including the use of these segments for exclusions). Campaigns promoting web-based conversion goals - particularly those using Customer Match and your other data segments - may also see performance fluctuations. During this time we will be expanding modeled conversions to more iOS 14 traffic.

How it works

Just as you can improve your keyword segment by excluding specific keywords, you can remove specific types of segments (for example, affinity or your data) from your campaign or ad group if they're not a good match for what you're advertising. You can exclude specific segments from Search, Display, Discovery, and Video campaigns.

Note: While you can also exclude segments from App campaigns, you’ll need to create an exclusion segment first. Exclusions for App campaigns can only be done at the campaign-level. Learn more about excluding segments from App campaigns


  1. Sign in to your Google Ads account.
  2. Click the Audiences tab in the left page menu.
  3. In the “Exclusions” module, you’ll see a list of excluded segments, with type, where the segment is excluded from, and the level of the exclusion.
  4. To remove exclusions, click the checkbox Blue checkbox. to the right of the excluded segment and then click Remove in the blue menu bar.
  5. To edit exclusions, click Edit Exclusions.
    1. Select Campaign or Ad group in the drop-down menu under “Exclude from”.
    2. Click the checkbox Blue checkbox. beside any segments you want to exclude. Remove any connected segments you want to exclude by clicking the red x mark beside them.
    3. Click Save Audience Segment Exclusions.

Learn more about Audiences reporting

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