Introduction

How to Safeguard Your Brand: A Complete Guide to Adding a Blocklist in Google Ads

Ad targeting in Google Ads (formerly Google AdWords) is a powerful tool to connect with your audience. However, ensuring your ads don’t appear on inappropriate or underperforming websites and platforms is crucial for maintaining your brand’s integrity and optimizing campaign performance. Implementing a blocklist can help you take control of ad placements, protecting your brand and enhancing your results. Follow this guide to add a blocklist to your Google Ads account effectively.

What Is a Blocklist in Google Ads?

A blocklist, or exclusion list, is a collection of websites, YouTube channels, or apps where you choose to block your ads from being displayed. This proactive measure improves brand safety by ensuring your ads appear only in suitable, high-quality environments.

Step-by-Step Instructions

Step 1: Prepare Your Blocklist

1. Research Unsuitable Placements
Identify websites, apps, or channels that may harm your brand’s reputation or underperform. Use tools like Google Analytics or third-party brand safety platforms to gather data.

2. Organize Your Blocklist
Create a spreadsheet with the placements you want to exclude. List URLs or identifiers in the first column. Save the file as a CSV format for seamless uploading.

Step 2: Log In to Google Ads

• Visit Google Ads.
• Log in with your account credentials to access your dashboard.

Step 3: Navigate to Placement Exclusions

1. In the Google Ads dashboard, click on the Tools & Settings icon (wrench icon) in the upper-right corner.
2. Under the Shared Library section, select Placement Exclusion Lists.

Step 4: Create or Edit a Blocklist

To Create a New Blocklist:

• Click the + button or select Create Exclusion List.
• Enter a descriptive name for the blocklist, such as “Brand Safety Exclusions.”

To Edit an Existing Blocklist:

• Select the blocklist you want to modify.
• Click Edit to make changes.

Step 5: Add Exclusions

1. In the blocklist editor, click Add Exclusions.
2. Choose your method for adding placements:
   • Manually Add URLs or Apps: Copy and paste URLs directly into the editor.
   • Upload a CSV File: Click Upload, select your prepared CSV file, and confirm the upload by clicking Apply.
3. Review the entries for accuracy and completeness before proceeding.

Step 6: Apply the Blocklist to Campaigns

1. Return to the Placement Exclusions Lists page.
2. Select the blocklist you created or updated.
3. Click Apply to Campaigns.
4. Choose the campaigns where you want the blocklist applied and save your changes.

Step 7: Monitor and Optimize

1. Regularly review your campaign performance in Google Ads.
2. Use the Placement Report to analyze where your ads are appearing.
3. Update your blocklist as you identify new unsuitable or underperforming placements.

Best Practices for Blocklists

• Keep It Dynamic: Continuously update your blocklist as you gather new insights.
• Pair with Positive Targeting: Combine exclusion lists with targeted placements to refine your strategy further.
• Leverage Analytics: Use performance metrics to make data-driven decisions about which placements to exclude.

By implementing and maintaining a robust blocklist in Google Ads, you ensure your ads appear in the right environments. This approach protects your brand’s reputation, optimizes ad performance, and maximizes return on investment. Make your blocklist a living document, adapting it to your evolving needs to achieve sustained success.