Exclude ages from ad groups or campaigns

You can exclude ages at the campaign or ad group level.

Add, edit, or remove age exclusions

To exclude an age from an ad group or campaign, follow these steps:

  1. In the tree view, select the ad group or campaign where you'd like to exclude the age.
  2. Select the Targeting > Age tab, then select Negatives at the top corner of the tab.
  3. Click Add negative, then select Add negative age or Add campaign negative age.
  4. Select an age range from the drop-down menu.

To edit or remove one or more age exclusions, follow these steps:

  1. Select the Targeting > Age tab, then select Negatives at the top corner of the tab.
  2. Select the age exclusions that you'd like to edit or remove.
  3. Make your changes to the selected rows:
    • To edit, make changes either inline or in the edit panel.
    • To remove, click Remove in the tab toolbar.

Add or import multiple age exclusions

Step 1: Prepare your list of age exclusions

If you prepare a spreadsheet or text file with your list of changes, you can then copy and paste the list directly into Google Ads Editor.

Include the following columns in your list:

  • Campaign
  • Ad group: Use this column for ad group-level exclusions, not for campaign-level exclusions.
  • Age: Valid age ranges are 18-24, 25-34, 35-44, 45-54, 55-64, 65 or more, and Unknown.
  • (Optional) Status: Enabled or Disabled.

There are several ways to add age ranges in Google Ads Editor imports:

  • Enter the exact values listed above, e.g. 18-24, 65 or more, or Unknown.
  • Enter a single number that falls in one of these ranges. For example, entering 30 would add the age range 25-34.
  • Enter a range that falls within one of these ranges. For example, entering 70-80 would add the age range 65 or more.

To avoid errors in your import, don't enter values outside of the targetable age ranges, e.g. any number less than 18, or a pair of numbers that doesn't fall within the targetable ranges, such as 20-30.

If you include a column header row, the column headers must be in English. See a list of headers.

When you prepare your list, be sure to avoid conflicting targets and exclusions.

Step 2: Add age exclusions

You can add the list of age exclusions using one of the following options:

  • Select Data > Age and choose one of the Add multiple negative ages options.
  • Import a CSV file with your changes.
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