If you are a business owner or a digital marketer who uses PPC campaigns to promote a business, you already know how important it is to properly optimize your campaigns. Campaign optimization is vital in delivering successful Google Display campaigns. In addition to optimizing costs, messaging, landing pages, you also need to figure out the best places to show your ads - or not to show them.
This is where a Google Display Network Exclusion List comes in. An exclusion list allows you to choose the websites on which your campaigns shouldn’t feature. Because we know how critical campaign optimization is, we have put together a Google Display Network Exclusion List based on our experience working with PPC campaigns. These are all websites that won’t help your campaigns lead to conversions. You can download this list, below.
A Google Display Network Exclusion List will help you ensure your ads don't appear on any websites that are irrelevant and don’t lead to conversions. Let’s say you are running a B2B business. Would it be relevant for your ads to appear on dating sites or websites dedicated to children? Probably not. You will want your ads to appear on those placements that can lead to relevant clicks, traffic, and conversions. The Google Display Network (GDN) contains millions of websites and not all of them are friendly towards your business.
Needless to say, when running PPC campaigns you want to make every click count. You don’t want to get clicks and traffic from web pages that have nothing to do with your business. You won’t benefit from irrelevant traffic, but you will have to pay for those clicks. Excluding irrelevant websites from your campaigns can help you focus on getting exactly the kind of traffic that you want.
Having your ads appear on irrelevant websites can potentially hurt your reputation. You don’t want your ads to appear on spammy websites or to be associated with irrelevant domains. You want your ads to appear on the websites that are relevant to your business niche.
Creating and using a Google Display Network exclusion list can help you ensure that your brand doesn’t get associated with any domains you would find irrelevant or unfitting of your brand.
One of the main reasons why using a GDN exclusion list is mandatory is that it helps you improve ROI and ROAS. Not all placements are equal.
You can remove placements that have high CPC and low conversion rate or both. Such placements aren’t worth spending money on. A GDN exclusion list helps you optimize ROAS and you can reduce ad spend significantly.
One out of three dollars spent by advertisers is wasted due to ad and click fraud. And as much as 56% of all online ads are never seen by any human. You never know your ads won’t be seen by any human and you'll be paying for impressions and clicks.
And this happens a lot on Google Display Network.
Carefully analyzing, monitoring, and tracking placements that send fraudulent clicks is the only way to avoid ad fraud. You must use a click fraud protection tool to identify all such websites and then add them to your GDN exclusion list.
You can upload GDN exclusion lists to your Google Ads account and update them as per need. The dynamic exclusion lists are updated dynamically by list owners. These are third-party exclusion lists (such as an exclusion list from an ad agency).
When you upload a dynamic exclusion list to your Google Ads account, it will be updated automatically whenever its owner will tweak it.
Dynamic exclusion lists are bulk lists that are shared online. However, these are general-purpose exclusion lists that don’t include specific placements. You'll still need to have your own customized exclusion list.
For example, you can download and use a dynamic exclusion list of the most expensive websites. This list will be updated frequently by its owner so you'll have peace of mind.
But this list won’t include placements that aren’t relevant to your business. You'll still need to create a Google Display Network exclusion list of placements to stop showing your ads on sites that don’t align with your brand.
Dynamic exclusion lists are extremely useful and save a lot of time but don’t rely only on these lists. Create customized lists based on your preferences.
Because we know how important it is to optimize every level of your Google Display campaigns, we have browsed through millions of websites on the GDN network and have compiled a list of the most “undesired” websites for your GDN campaigns, creating the ultimate Google Display Network Exclusion List. You can download the list below and start using it for your Google Display campaigns as soon as possible!