November 2, 2020
Google Smart Display Ads: How They Work & How to Use Them Successfully
With over two million websites, the Google Display Network (GDN) is one of the most expansive ways to reach your audience on the Google Ads platform. There are a myriad of ways to target the far-reaching traffic tied to the GDN, which means that what you decide to exclude is just as important as what you’re targeting.
One of the most powerful tools at your disposal are the content exclusion settings. It is imperative for you to take advantage of these settings for your display campaigns, as this will dictate which sites you do not want your content showing on. Opting out of certain categories of websites can help avoid the negative impact to your brand from showing on sites that do not align with your message. Preemptively adding these content exclusions is considered best practice and can also be a quick win if you are seeing poor quality traffic coming through the door.
So, how do you know which content you should exclude? There are few different options to choose from, outlined below.
It is important to note that your exclusions can be applied at the account level (which will be applied to all display campaigns) or on a campaign-by-campaign basis, if some require different content exclusions. These can be updated any time in the settings of your display campaigns. Reach out to our team if you’d like to discuss your brand and which content exclusions would work best for you!