Exclusion
Sometimes what we donât say is more important than what we do say. In that spirit, AdWords provides a number of tools for excluding sites, topics, categories, and even specific viewers from seeing your ads.
Excluding Sites and Categories
The Site and Category Exclusion Tool works only with Google content network sites (e.g., not on search results pages). This tool lets you control the context of your advertising by excluding:
Domains
Subject matter (topics)
Video (media types)
Page categories
To start the Exclusion Tool, click the âMore toolsâ¦â link under the Opportunities tab, and then click the Site and Category Exclusion link.
To exclude a domain, subdomain, or directory within a domain, enter the URL(s) you want to exclude in the Sites box, as shown in Figure 12-5.
Googleâs TOS (Terms of Service) exclude many kinds of overtly objectionable content from the Google content network. Think of these exclusions as a way to keep out X-rated content, such as pornography.
At your discretion as an advertiser, you can ratchet the content your ads display against down a notch further, well into R-rated territory, by selecting the kind of content you want to exclude, as shown in Figure 12-6.
Figure 12-5. You can exclude individual sites on the Google content network
Figure 12-6. Excluding ...
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