Create exclusions for Dynamic Search Ads

Your Dynamic search ads dynamically match your web pages 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) that 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 that 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 web pages

  1. From the page menu on the left, click Dynamic ad targets.
  2. Click Negative dynamic ad targets.
  3. Click the plus button .
  4. Choose whether to add negative Dynamic ad targets to a campaign or ad group and then select the campaign or ad group.
  5. Create your negative Dynamic ad targets. You can do this in three ways:
    1. To exclude specific URLs, click Use exact URLs, then enter the URLs you wish to target.
    2. To create rules to target webpages (for example, excluding pages by category, Page_Content, page title, or URL), click Create rules to target webpage, and then enter the parameters for each rule.
    3. If you have a page feed set-up, you can also exclude custom labels from your page feed. Learn more about page feeds
  6. Click Add to review the summary of rules.
  7. 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 categorise the new page. Once the page has been categorised, it will stop serving in campaigns where that category is excluded. Later, once it's categorised, 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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