In a hurry? You can access our Google Ads placement exclusion list here and upload it to your Google Ads campaigns with one click.
For many advertisers, the Google display network can be a bit like the wild wild west, with so many websites to choose from for ad placement.
Advertisers often find it difficult to manually review which websites their ads should appear on and end up placing their ad placement on websites that are not relevant to their target audience or their business. In the long run, this wastes your precious ad spend and your time!
But what can you do to improve your results without having to manually go through every Google’s display network site?
Luckily for you, we’ve done all the hard work!
Our team has analyzed millions of websites for months to identify which websites don’t result in conversions, allowing you to exclude these websites from your ad groups in your PPC campaigns. Yes, that’s right, we’re giving away our exclusion list for free!
What Are Google Ads Display Placement Exclusions?
If you’re running a Google Ads display campaign, placement exclusions should already be familiar to you. By using placement exclusions, you can specify specific websites, apps, or channels that you don’t want your Google display ads to appear on.
This allows you to focus your ad spend on the websites that are more likely to generate conversions, and improves your overall campaign performance by targeting your desired target audience. You can even set individual placement bids for half-page ads or video ads on specific websites to further optimize your results.
The most common use case is to stop your ads from appearing on websites which you deem as not relevant or low quality. You wouldn’t want your ads about gardening showing up on a website about tennis, the engagement would be very low, and any clicks would rarely result in sales.
Thankfully, Google does give advertisers some control over what websites their ads will be displayed on with their placement exclusions tool. This is particularly useful when Google gets its targeting wrong and decides to display your ads on unrelated websites.
Why Should You Exclude Certain Websites?
For many beginners, excluding websites from display campaigns might seem strange. After all, you want your display ads to get as many views as possible, right? And since you only pay for every click you receive, why exactly does it matter?
Although that might be true, there are actually several valid reasons as to why excluding certain websites from your campaigns is a good idea. Here are a few of the top reasons why.
1. Protect Your Brand’s Image
The first and most obvious reason why advertisers might want to exclude their ads from running on a specific website is to do with how it affects their brand image. In recent years, brands have become very careful about what they are associated with as any negative associate can do long term damage to their brand and sales.
If your ads are running on a website that relies on user-generated content, it can be very hard to moderate these thousands of posts from users. If your ad was to show up on an article or forum post that was racist, sexist or homophobic, then that wouldn’t be good news for your brand. Users could also think that by advertising on a website that promotes hate and racism, you also support those views.
2. Avoid Irrelevant Websites
Another reason why you might want to exclude a website from your display campaigns is that the website simply isn’t relevant to your ads. Google will obviously try its best to only display your ads on relevant websites, but a lot of the time Google will get it wrong.
There’s no point displaying ads on a baby website if you’re trying to sell electronic cigarettes. Even if you do get clicks, the chances are they will be by mistake or have no conversions which will end up costing you money in the long run.
3. Stop Ad Fraud
A little known reason why advertisers should exclude websites from their campaigns is due to ad fraud. Over the past several years, there has been a huge increase in the amount of ad fraud, specifically on pay per click ads. Known as click fraud, this type of ad fraud costs advertisers billions every single year and shows no signs of slowing down.
Believe it or not, there are plenty of websites out there whose sole purpose is to get as many clicks on their ads as possible. This means taking part in a number of unethical ad placements such as ad stacking, where ads are placed on top of each other to get more clicks.
When a user clicks the ad, they actually end up clicking several ads without them realizing, while Google charges the advertisers for that click.
These ad farm websites earn money from every click they receive and leech advertisers money by returning no conversions or sales. If you can identify these websites, then it makes perfect sense to exclude them from all of your display campaigns.
4. Improve ROI
Sometimes as good as the ad placements may be, it just isn’t economical to continue advertising. Maybe you are getting plenty of clicks from a website, but for whatever reason, those clicks simply aren’t converting into sales.
You could change up the ads and landing pages to see if you could improve the conversions. But eventually, if nothing changes, it makes sense to stop running ads on that specific website. After all, ad clicks don’t pay the bills, conversions and sales do!
How We Made Our Placements Exclusion List
Now you know why advertisers would want to exclude websites from their display campaigns, it’s time to talk about our exclusion list.
If you don’t know already, our click fraud protection software helps advertisers save on average, hundreds of dollars a month that would have been lost to fraud and bad display placements.
To help advertisers get the most out of their display campaigns, we’ve taken the most common websites that are often flagged as suspicious and put them into a huuuge list. This process involved crunching data from hundreds of user’s accounts and identifying which websites our software regularly blocked. And surprise surprise, there is a whole list of websites that appear multiple times across all of our users.
At the moment, our list contains 60,000 exclusions, which includes individual websites, mobile apps, and YouTube videos.
How Do You Exclude Websites In GDN?
But before you download the list, you should know how to use it and exclude websites from your campaigns. If you already know how to do that then great, you can skip this section and download the full list below. But for those that don’t, excluding websites from Google display network campaigns is very easy.
The first step is to select the tools and setting on the top menu, which is indicated with the wrench icon. From the drop-down menu, you need to select the placement exclusions list as shown below.
Once you’ve reached the placement exclusion lists, you’ll need to create a new list from scratch. To do this click the blue button on the top left and select new list.
At the next page, you’ll have to select enter multiple placements at the bottom which will allow you to paste in as many or as few placements as you wish.
Once all the domains have been added, you’ll have to name the list at the top so you can apply it to display campaigns going forward.
Now you’ve created your placement exclusion list, all that is left is to enable it on your display campaigns. This is very easy to do and can be added on a single account or multiple with ease. Be sure to read Google’s tutorial on using placement exclusions if you’re not sure how to add them to specific display campaigns.
Download Our Full Exclusion List
Hopefully, by now, you understand why advertisers would want to exclude websites from displaying their ads on their website. With so many bad websites out there, there are numerous reasons why you might not want your display ads running on them.
To give you a preview of our exclusions list, here are the first 100 websites to give you an idea of what’s included.