Digital Reach
By Digital Reach | SEM | December 8, 2016

Negative Targeting

Have you ever seen your ads on a site that you felt was damaging to your brand? With negative targeting, you can make sure you don’t show there.

Google offers us many ways of targeting to reach a vast audience. With so many targeting options you can’t be sure of all the websites, blogs, partners, and other sites that your ads can appear on. While you want to make sure when your ads appear it’s on a relevant website, some self-proclaimed news feed type sites can also show your ads, and here is where the danger can lie and you will most want the ability of negative targeting.

While popular news sites often have a higher cost-per-click, they also reach a larger audience. If, however, the click-through rate is lower this will translate to a lower quality score and can ruin the efforts you’ve put into the rest of your campaigns.

Excluding Specific Sites

When you manage an account on AdWords, it’s a best practice to exclude poor performing placements or sites that you feel would be brand damaging. So, just how does one create a negative targeting exclusion placement so you’re not wasting valuable ad spend?

It’s pretty simple really. Go to your shared library and click on Campaign Placement Exclusions.

From here you’ll want to create a list or lists of places you don’t want to show. The reason you might want more than one list is for the same reason you would add to ad groups vs. adding to campaign levels. Perhaps you want to show on some other sites for campaign A but not campaign B.

Give your new list a name and enter the website you want to exclude into the placements section.

Adding additional placements are even easier, as once you click on your current list, you’ll have an button that will open a new box for you to place more excluded websites. Add as many as you like and click the save button. Here is also where you can see the list of current exclusions in the event you wanted to remove one for any reason.

One of the benefits to advertising with Google is that you have a lot of control over where and how your ads appear across the web. If you’d rather your ads not appear alongside content on a specific website or any other site for any reason, you can add that site as an exclusion to your AdWords campaigns!

Have questions? Feel free to contact us and we’ll be happy to help!

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