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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Excluding categories of sites and potentially sensitive topics

If you are showing ads on the Display network, you can exclude entire categories of websites and pages, which discuss potentially sensitive topics from showing your ads. Your display traffic will be more efficiently targeted and you'll prevent your ads from appearing on questionable pages.

Getting ready

The category exclusions that are most pressing to exclude are:

  • Crime, police & emergency
  • Death & tragedy
  • Military & International Conflict
  • Juvenile, gross & bizarre content
  • Profanity & rough language
  • Sexually suggestive content

You may also want to consider excluding the following:

  • Error pages
  • Parked domains

Review ad performance on Error pages and Parked domains before you decide to exclude them. ...

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