Millions of websites globally use the Google Display Ads feature. Would anyone want their display ad to feature on a website or an app that contradicts their brand’s core belief or vision? If the answer is no, then Google’s Content Exclusion feature is what they should use. It helps exclude irrelevant and conflicting sites from displaying the Google Ads ad copy.

According to the list of Google Search ad copy best practices, protecting the brand image by excluding websites on the ad network is essential for a successful ad campaign. This article explains why one should include Exclusions in their display ads to generate maximum leads and conversions.

Meaning of Content Exclusions in Google Ads 

Content Exclusion is a specialized setting introduced by Google that lets one exclude displaying ads alongside specific websites, apps, and video categories. They might feel that the online portrayal of their Google Ads ad copy with these categories does not serve their business goals. In that case, they can use this setting to exclude certain content types from featuring beside the Google Display ads.

Who do these Exclusions benefit?

Anyone can benefit from the Google Exclusions feature if they want to optimize their content placements. Whether a small business or a large company, this tool helps filter out the places they don’t want their ads seen and automatically updates the exclusion lists. It helps fine-tune the audience to avoid wasting time and revenue on users who have nothing to do with the business.

The Importance of Having Exclusion Lists

Why is utilizing exclusions among the most significant Google ad copy best practices? Read on to find out.

• Selecting where the ads should and should not appear

They help prevent display ads from appearing on websites, apps, and webpages that are inappropriate for the brand or have no relation to it. It helps in protecting the brand’s reputation.

• Keeping track of the target audience 

Through this tool, one can track where the ad is displayed or the placement of the ads. For instance, if the ads get displayed to someone playing a game on a mobile app, the accidental clicks will serve no purpose and ultimately deplete the budget. Therefore, excluding the places one doesn’t want their ad to show is a wise strategy.

• Saving time

Schedule automatic updates to the placement exclusion lists. It will help save time. It also ensures the Google display ad is up-to-date and in sync with the latest exclusion list sources. In addition, one doesn’t need to waste time designing content for sites that would not convert a single user. This tool helps streamline the ad campaign to focus on relevant leads.

• Increasing the chances of conversions 

Filter out websites and placements that do not fetch leads. Instead of wasting resources and money on an ad that fails to engage, focus on the strategy that converts. It will boost the return on investment (ROI) to the next level.

• Preventing frauds

The Exclusions feature minimizes ad spend and low conversion rates. Prevent ad frauds like invalid clicks that generate no leads. PPC (pay-per-click) ads have seen a dramatic increase in fraudulent activity over the past couple of years. Adding Exclusions to the display ads saves the trouble of dealing with such issues.

• Refining where the ads show

One can fine-tune the target audience effectively by excluding specific demographics, keywords, placements, and even customers who have recently bought from their site.

List of Options Under Content Exclusions

Displaying the ads on an inappropriate forum may have unintentional consequences. Therefore, blocking unwanted placements can benefit the ad campaign’s performance in the long run. Here are some examples of content that Google allows to exclude and filter out:

• Sensitive content, which includes conflicting social issues, violence, profanity, sexually provocative text/media, and sensationalized content directed to increase shock value.
• Standard content filter to exclude inappropriate or graphic content.
• Digital content labels that exclude content according to specific age groups (directed towards kid-friendly or mature groups) of the audience.
• Video content whose quality or appropriateness cannot be verified. 

How to Use This Feature?

Avoid the unnecessary consequences of placing ads on inappropriate websites by leveraging the Exclusions feature. Reduce ad campaign costs by stressing the importance of this tool. To add exclusions, go to the “Settings” tab. Click on “Content Exclusions.” Check the boxes belonging to those content categories to filter out. Additionally, follow these steps to use the Content Exclusion feature more extensively and reap its benefits:

Step 1: Go to the Google Ads dashboard and select the “Settings” button in the top right corner.

Step 2: Click on “Placement Exclusion Lists” from the Shared Library section.

Step 3: Click on “New List” and name the list.

Step 4: Copy and paste the URLs of the websites or apps one wants to exclude.

Step 5: Click the “Save” button to activate the settings.

Key Takeaway

The Google Display Network (GDN) is a widely used platform to connect with the audience. Any brand would want to target a suitable audience who would help in conversions. Therefore, while advertising via Google Display ads, what one decides to exclude is as important as what they are targeting. The Content Exclusion Settings helps do just that. Opt out of the website categories that do not align with the brand image. If one wants to improve relevant traffic to their webpage, adding Exclusions is one of the wisest Google ad copy best practices they can utilize.Looking for ways and means to improve the display ad copy? Want to learn more about the Google Search ad copy best practices in vogue? Browse The Ad Digest and find solutions to the queries related to digital advertising.