New dynamic exclusion lists in Google Ads

Posted by Edith MacLeod on 21 Apr, 2021
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The feature will make it easier for advertisers to prevent their ads running alongside undesired content.

Dynamic exclusion lists.

Google last week announced the introduction of dynamic exclusion lists. The feature offers a more streamlined and less time consuming way for advertisers to manage and exclude placements alongside content they want to avoid. 

The feature will be rolled out to all users within the coming weeks.

Dynamic exclusion lists can be updated seamlessly and continuously over time with automatic updates.

“Once advertisers upload a dynamic exclusion list to their Google Ads account, they can schedule automatic updates as new web pages or domains are added, ensuring that their exclusion lists remain effective and up-to-date.”

Advertisers currently have tools available to block websites, content types and topics from campaigns, but these were time consuming to maintain.

“We’ve heard from some of our partners that the current tools in place for blocking web pages or websites require dedicated resources and regular updating, which can pose a challenge for any advertiser, but especially smaller ones with limited staff and in-house expertise.”  

Dynamic lists can be created by advertisers themselves or a trusted third party such as a brand safety organization or industry group, as Google's Ads Product Liaison Ginny Marvin tweeted

Twitter dynamic exclusion lists.

This gives the possibility of wider collaboration which has the advantage of pooling knowledge and expertise, and taking the strain off smaller advertisers.

Many brands have been caught out with ads appearing alongside content that doesn’t align with their values.  Dynamic ads provides a way to manage and exclude negative placements while also tapping into wider expertise from third parties. It’s a time-saver, as advertisers will need to devote less attention ongoing to this area.

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