Knowledge

Dynamic exclusion lists to help Google Ads users avoid undesirable ad placements

2-MINUTE READ - 16th April 2021

Jessica Freer
Jessica FreerHead of Paid Search

Google has announced that it will be adding a new feature to Ads accounts. This new update will allow marketers to create dynamic exclusion lists that will automatically and continuously block inappropriate sites and domains from appearing alongside their ads.

The new dynamic exclusion lists should be rolled out in the coming weeks to all Google Ads accounts, so it’s worth understanding how this update could benefit your account performance.

In this blog post, I’ll be digging a little deeper into the pending update and what it’ll mean for marketers.

About the update

Currently, Google Ads’ advertiser controls allow you the flexibility to choose where your ads will appear, in what format, and what audience you’d like to target with your marketing efforts. These controls allow you to block certain websites or topics from campaigns, which could mean you already block full lists of sites to avoid ineffective and inappropriate placements.

So, why did Google create an update for a feature we already have and use? Well, because feedback from marketers showed that doing this manually took a lot of time and resource and meant new sites that needed to be excluded were missed as and when they cropped up.

The update is designed to smooth out these creases in the current system and help simplify the process so that advertisers’ accounts can automatically detect and block certain sites continuously over time. So, keep your eyes peeled for the launch of the dynamic exclusion list feature in the coming weeks.

What does this mean for marketers?

Apart from saving you a lot of time sifting through websites and domains to add to your ads’ block list, being able to keep up with any exclusions as and when they appear will pay dividends for your marketing strategy.

By utilising the dynamic exclusion lists feature, you can ensure your ads are never showing next to content that’s irrelevant or could be damaging to your brand through association. And, with the automatic approach, you’ll be able to spend extra time and resource on more important parts of your marketing strategy.

Looking for a paid search expert to help you to make sense of Google Ads updates like this one? Book a free consultation with one of our PPC experts to learn how our paid search service can improve your ROI.