When running a display ad campaign through Google AdWords, excluding categories of sites with the site category options can prevent your ads from showing alongside certain categories of content, in certain types of content, or in certain ad locations. These exclusions are useful to prevent your ads from showing alongside content that is not reflective of your brand or to prevent your ads from showing alongside content that has not historically driven valuable traffic.
The categories are organized into multiple groups: Sensitive Content, Types of Content, Experimental, Digital Content Label, Video Content, and Ad Location. By default, the Gambling category is excluded. To exclude any other category, you must navigate to the site category options and manually turn them off.
While these settings are fairly accurate, Google does note that topic and page type settings are not perfect. Whenever advertising across the Google Display Network, your ads may still show alongside sensitive content you have excluded or on page types you have excluded.
How to Enable Category Exclusions
- Open a display campaign in AdWords and navigate to the Display Network tab.
- Click on the Placements button.
- Scroll to the bottom of the page and click on the + Options button under the Site Category Options.
- Click on each option to and select exclude to prevent ads from showing in that category.