Google Ads Adds Account-Wide Placement Exclusions
▼ Summary
– Google Ads now allows advertisers to apply a single exclusion list at the account level to block unwanted ad placements.
– This new setting works across Performance Max, Demand Gen, YouTube, and Display campaigns, preventing spend on blocked sites or apps.
– The update simplifies management, saving time and reducing errors compared to setting exclusions per campaign or ad group.
– It provides stronger control and brand-safety guardrails as Google automates more advertising formats.
– Advertisers should carefully consolidate lists, as overly broad account-level blocks could unintentionally limit ad reach.
Google Ads has introduced a significant new feature that allows advertisers to manage placement exclusions across their entire account from a single, centralized setting. This enhancement streamlines the process of blocking unwanted websites, apps, or YouTube channels, applying these blocks automatically to all eligible campaigns including Performance Max, Demand Gen, YouTube, and Display. Previously, advertisers were required to set these exclusions individually for each ad group or campaign, a fragmented approach that often consumed considerable time and increased the risk of oversight.
The new account-level functionality works by preventing any ad spend from flowing to the excluded placements once they are added to the master list. This offers a more efficient and unified method for maintaining brand safety and controlling ad inventory quality. For businesses managing large or complex accounts, this represents a major operational improvement, eliminating the tedious task of replicating exclusion lists across dozens of campaigns.
This update arrives as Google continues to emphasize more automated campaign types. Advertisers have consistently requested stronger oversight tools to act as guardrails for these intelligent systems. Account-level exclusions provide that essential control without sacrificing the efficiency gains of automation. Brands can now more confidently leverage formats like Performance Max, knowing they have a robust mechanism to prevent ads from appearing alongside unsuitable content.
The primary benefits of this change are substantial. It enables advertisers to consistently reduce exposure to low-quality or irrelevant inventory and enforce brand-safety standards uniformly. Perhaps most importantly, it saves a significant amount of time previously spent on manual exclusion management, allowing teams to focus on more strategic initiatives.
A note of caution is warranted, however. Advertisers should carefully audit and consolidate their existing exclusion lists before implementing a broad account-level block. Applying exclusions too aggressively at the account level could inadvertently limit campaign reach and potential performance. It is advisable to review lists to ensure they are appropriately targeted, avoiding the blanket exclusion of entire categories that might still contain valuable placement opportunities.
This seemingly small interface change carries important implications for how campaigns are safeguarded and optimized. By centralizing exclusion management, Google Ads is empowering advertisers with greater oversight, leading to more efficient spending and stronger brand protection across all automated and standard campaign environments.
(Source: Search Engine Land)
