Create exclusions for Dynamic Search Ads
Your Dynamic search ads dynamically match your webpages to people's specific searches on Google. Set up exclusions to block pages on your site from generating ads—for instance, pages with sold out products. This article explains how to exclude specific webpages and search terms (negative keywords) you don't want used for generating or triggering your ads.
To learn more about targeting, start with About targets for Dynamic Search Ads.
When to use
Exclude specific webpages. Creating exclusions for pages that contain words like "sold out" or "unavailable” is strongly recommended. This will prevent customers from seeing pages on your website that contain products they won't be able to buy.
Exclude specific searches on Google. You'd like to prevent your ad about electronic devices from showing to someone searching for used camera or used television. You'd want to add used as a negative keyword since that person isn't likely to buy your new cameras and televisions.
Instructions to exclude specific webpages
The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.
- Sign into your AdWords account.
- From the "All campaigns" page click the Auto targets tab.
- Scroll to the bottom of the page and click + Exclusions.
- In the section that expands, click +Add.
- Choose an ad group.
- Choose to exclude pages by category, page content, page title, or URL. For page titles or page content, add double quotation marks to terms that you'd like to exclude.
- Click Save. Your new dynamic ad target exclusion should appear in the "Exclusions" section.
Instructions to add negative keywords
You can add negative keywords to your Dynamic Search Ad campaign just as you'd add them to any other campaign. Even though Dynamic Search Ads don't use keywords, negative keywords factor in when Dynamic Search Ads appear to potential customers. Learn how to Add negative keywords to campaigns.
When the Dynamic Search Ad system finds a new page on a website, it may find relevant queries and start serving before the system has had time to categorize the new page. Once the page is categorized, it will stop serving in campaigns where that category is excluded. Later, once it's categorized, the search terms report will still reflect the current category, even if that page wasn't classified as such at the time of serving.