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

  1. Sign in to your Google Ads account.
  2. From the page menu on the left at the account level, click Dynamic ad targets.
  3. Choose the Negative Dynamic Ad Targets tab.
  4. Click the plus button .
  5. Use the “Add to” dropdown menu to choose whether you want to add the negative dynamic ad targets to a campaign or an ad group.
  6. Click Select a campaign or Select an ad group and choose the campaign or ad group for the negative dynamic ad targets.
  7. Create one or more rules to exclude specific webpages. You can choose to exclude pages by category, page content, page title, or URL.
    • Use exact URLs: Enter or paste the exact URLs you want to exclude. Enter one URL per line.
      Note: A URL with a capital letter ( is considered a different URL from one with a lowercase letter ( So be sure to specify the exact URL.
    • Create rules to target webpage: Use the dropdown menu to select Page content, Page title, or URL, and then enter the conditions for the rule.
  8. Click Add to review the summary of rules.
  9. Click Save.

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.

Category exclusions

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.

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