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The Ultimate Google Display Network Exclusion List

Download the Ultimate Google Display Network Exclusion List

We have prepared a huge GDN exclusion list that has more than 60,000 websites, apps, and URLs. These placements will help you optimize ad spend.

ClickGUARD can use MCC or Google oAuth verified secure application access to protect your account.

Click to learn more.

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.

Why do you need a Google Display Network Exclusion list?

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.

Avoid irrelevant clicks (and traffic)

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.

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Protect your brand identity

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.

Click Fraud

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.

What are Dynamic Exclusion Lists?

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. 

How to Exclude Selected Google Display Network Sites

Once you have a GDN exclusion list, what do you do with it? How to upload it?
If you are new to GDN exclusion lists, follow these steps to upload it to your Google Ads account:
1. Sign into your Google Ads account. Then click Tools & Settings > Shared Library > Placement exclusion lists
2. Click Create List:
3. Give a name to your list and then click Enter to add placements:
4. Paste all the placements in the form of a list and click Add Placements
5. All the placements you add will be visible in the right box. Click Save after you have added all the placements
6. You'll see the newly created YouTube exclusion list. Select the checkbox, click Apply to campaigns to select relevant campaigns you want your list to be applied to
7. After you have selected relevant campaigns, click Apply to finish the process

Frequently Asked Questions

Some of our most common questions are answered below.
What is “placement” in display advertising?

In display advertising, a “placement” is the location in which your ads may appear. This may be a web page, an app, or a YouTube channel.

How do I exclude devices from AdWords?
To avoid your ads being shown on certain devices, you need to sign in to your Google Ads account, go to the “Campaigns” tab and then select one of your “Display Network” campaigns.
You can set your ads to target specific devices and ad space by clicking “Devices” in the page menu.
How do I exclude mobile apps from AdWords?
To exclude mobile ads from your campaigns, go open your Display Campaign and go to “Placement Exclusions”. Click on the “Edit” button to exclude placements, choose App Categories and remove them at the campaign level.
How do I exclude an IP address from AdWords?
To exclude an IP address from AdWords, select “Settings” on the menu in your Google Ads account. Select the campaign you wish to block the IP address in, click on “IP Exclusions” and paste the IP address you are wanting to exclude.
What websites are on Google Display Network?
The Google Display Network (GDN) consists of both Google-owned websites (like Gmail and YouTube), but also millions of Google’s partner websites. The GDN also includes mobile sites and apps.
How do managed placements on the display network work?
There are two types of placements on the GDN: automatic and managed. While automatic placements are chosen automatically by Google’s algorithms, with manual placements the user can choose the placements based on business goals.
What are the targeting methods available in the Google Display Network?
On the Google Display Network, when using the “targeting” option, you can choose either who you'd like to reach with your ads or where you'd like your ads to be shown.
How do I see placements in Google Ads?
Log in to your Google Ads account, go to the ”Placements” page, then click “Where Ads Showed” towards the top of the screen.
How do you use a display planner?
The Google Display Planner is a tool that you can use to generate ideas to target the display network.
What is the GDN?
The Google Display Network - in short, GDN - consists of more than 2 million web assets (websites, videos, and apps) where Google Display Ads can be shown.
How do display ads work?
Google display ads are visual ads that are shown on the Google Display Network - on Google’s websites and various partner websites. The ads can be targeted either at certain users or certain placements.
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Optimize your GDN campaigns with ClickGUARD’s Google Display Network Exclusion List

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!

ClickGUARD can use MCC or Google oAuth verified secure application access to protect your account.

Click to learn more.