Recently, I discovered an exciting update from Google Ads that could really simplify how I manage my campaigns. They’ve introduced account-level placement exclusions, making it possible to block unwanted inventory from a single, centralized location.
What’s new? Now, I can apply one exclusion list at the account level. This efficiency extends across Performance Max, Demand Gen, YouTube, and Display campaigns. Before this, blocking had to be done at each ad group or campaign level separately.
How does it work? Once I’ve excluded certain placements at the account level, Google Ads ensures that spending is prevented on those websites, apps, or YouTube placements across all eligible campaigns.
Why is this important? Previously, placement control was a fragmented and tedious process prone to errors, especially for large accounts. With this update, brand safety is now more straightforward and efficient on a larger scale.
The big picture. As Google shifts towards more automation-heavy formats like Performance Max, this change answers the demand from advertisers for stronger, more streamlined control measures without disrupting automation advantages.
Between the lines. This update allows me to:
- Reduce exposure to low-quality or irrelevant inventory
- Enforce brand-safety standards consistently
- Save time managing exclusions across complex accounts
What to watch. I need to review and carefully consolidate existing exclusion lists, as applying a single account-level block too broadly might unintentionally limit my reach.
First seen. This savvy update was first highlighted by Google Ads Campaigns Specialist Aleksejus Podpruginas on LinkedIn.
Bottom line. Google’s updates make controlling ad placements easier, tweaking the interface just enough to significantly enhance efficiency and maintain brand safety.
Inspired by this post on Search Engine Land.
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