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Excluding websites can reduce wasted spend.

Just as you can target your ad placements in the Google Display Network to specific pages, websites, mobile apps and videos, you can also exclude sites where you don't want your ads to show. In particular, you might exclude brand-inappropriate domains or sites that aren’t helping you sell your products or services. 

Excluding underperforming sites from your ad placements will reduce your CPA and allow you to spend more on well-performing placements.

How does this improvement work?

We analyse your entire placement performance report. If ads on specific sites are flagged as performing poorly, we'll suggest you exclude them.

By default, we'll add the placement to a list called Shared url placement exclusion list (url_placement). If you'd rather use another negative list, click Adjust to select a different list. 

We'll show you all campaigns in the campaign group affected by the placement.

Technical notes:

  • We look at the last 180 days of data. 

  • We ignore placements with less than 100 clicks.

  • To be flagged for exclusion, a placement needs to have spent over 3x your target CPA.

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