Set content exclusions and site category options

Important: The “G-mob mobile app non-interstitial” content exclusion will be removed in September 2018. Click here to learn how targeting settings will change and what you can do to prepare.

Content exclusion settings let you opt out of showing your ads alongside certain categories of websites, videos and mobile apps that may not be appropriate for your brand.

This article gives step-by-step instructions on how to set content exclusions in your account.

Before you start

If you’re not familiar with content exclusions or you're not sure which settings are right for you, read About content exclusions and site category options first.

Note: In the previous Google Ads experience, these settings are called “Site category options” for Display campaigns. For video campaigns, the Standard content filter is automatically enabled. If you’d like to turn it off, you can find it on the Content exclusions panel described in the instructions below. Learn more about the Standard content filter.

How to set content exclusions at the account level

Account-level control of content exclusions are only available in the new Google Ads experience.

  1. Sign in to your Google Ads account.
  2. From the navigation menu on the left, click All Campaigns.
  3. From the page menu on the left, click Settings.
  4. At the top of the page, click Account settings.
  5. In the Content exclusions panel:
    1. Click Excluded content and select sensitive content categories you want to exclude for all your Display campaigns. 
    2. Click Excluded types and labels and select content types and digital content labels you want to exclude for your Display campaigns. 
      Note: These selections will apply to every Display campaign in your account.
  6. Click Save

How to set content exclusions in Display campaigns

Creating a campaign

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Campaigns.
  3. Click the plus button ,  then select New campaign.
  4. Select one or more goals for your campaign, or if none of the goals fit what you’re looking for, select Create a campaign without a goal’s guidance. If this step doesn’t reflect what you’re seeing in your account, select a campaign type first then select a goal. Learn more about goals in the new Google Ads experience.
  5. For 'Campaign type', select Display Network. Enter the required information to create your campaign.
  6. Click Content exclusions to open the panel. Note: Only digital content labels are available when you first create a Display campaign. 
  7. Select the digital content labels that you want to apply to your campaign.
  8. Create an ad group and ads (optional).
  9. Click Create campaign.

Modifying a campaign

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Settings.
  3. Click the name of the Display campaign you want to work on.
  4. Click Additional settings.
  5. Click Content exclusions to open the panel.
  6. Select the content exclusions that you want to apply to your campaign.
  7. Click Save 
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