Google revealed the inclusion of customizable exclusion lists that help marketers handle negative placements more easily in an effort to improve brand protection on the site. Google unveiled the introduction of customizable exclusions lists on April 15, a new brand protection tool that would “make it easy for marketers to shield their advertising from appearing alongside content that does not comply with their brand or campaign,” according to the tech giant. The new dynamic exclusion lists will make the process of ensuring brand protection more turnkey, requiring less dedicated staff and less manual updating. Google also has ad filters in place that enable marketers to monitor the location of their advertisements, so the new dynamic exclusion lists will make it more turnkey. Check out site for online marketing for photographers.
What are Dynamic Exclusion Lists, and how do they work?
Placement exclusion lists that are dynamically modified in order to ease placement management are known as dynamic exclusion lists. Advertisers can also opt into third-party lists to have their exclusions automatically changed for continuing brand security.
Web pages or whole domains can be used in dynamic exclusion lists, and can be uploaded in a variety of formats.
To make the process of brand protection easier for advertisers, Google launched dynamic exclusion lists. When a complex exclusion list is developed, either by “advertisers themselves or by a third party they trust, such as brand protection associations and business groups,” the list can be revised seamlessly and consistently over time, without needing the same amount of continuous maintenance as previous ad controls.
“After marketers upload a complex exclusion list to their Google Ads account, they will schedule automatic changes when new site pages or domains are launched, ensuring that their exclusion lists stay effective and up-to-date,” Google notes. Dynamic exclusion lists, like current Google ad filters, enable marketers to remove individual “websites, content, or whole topics” from their ad campaigns.
You’re already familiar with the concept of a “audience” and how you can target particular demographics with advertisements. An exclusion list is the polar opposite. It’s a method of informing machines on who you don’t want to see your advertising. Excluding children’s and adult-oriented websites from a registry is also a low-hanging optimization fruit. There’s no point in wasting money on advertisements on pages that aren’t applicable to your buyer profile.
Exclusions from placement have at least two purposes:
- Preventing Industry Misalignment: You don’t need the product or service to be affiliated with the Google Display Network industry. You do not like your product advertisements to run alongside marital aids and alcohol, not because you dislike them, but because what you sell (kayaks, tomatoes, vehicles, electronics, and so on) has nothing to do with them.
- Users with no intention of making a purchase are being filtered out: You don’t need to waste money on commercials that are seen to viewers who aren’t likely to become clients. If not unthinkable, a child playing spelling games on a children’s website is unlikely to be involved in your industrial software.
What Makes This Different From Other Exclusion Lists?
Advertisers can currently maintain their own exclusion lists and refresh them whenever they choose. Advertisers would be able to use the resources of third-parties that manage exclusion lists, such as lobbying associations and business organisations, for dynamic exclusion lists.
The advertiser may schedule the hierarchical exclusion list to periodically update with the domains and web pages that are attached to it by the owner – such as a third-party group or an entity – until it is posted to a Google Ads account.
To put it another way, advertisers can use third-party-managed lists without having to edit them themselves.
Why is Google allowing advertisers to use dynamic exclusion lists?
Google’s complex exclusion lists demonstrate to marketers Google’s commitment to improving its brand protection policies, in addition to simplifying an established method. Advertisers recognise that viewers frequently believe that an ad put next to something is an affirmation of that content, so the placement of an ad has become more critical than ever. Pinterest, Facebook, and YouTube have also recently implemented brand protection policies.
What Are the Benefits of Google Dynamic Exclusions Lists for Digital Advertisers?
Google dynamic exclusion lists offer digital marketers greater leverage about their ad placements, allowing them to avoid advertisements appearing next to objectionable material or to accurately target advertising based on background.
Why Would I Want To Use This System?
Nobody can be fully trend-savvy and up to date with all that’s going on the internet, no matter how much we’d like to believe we are. A public exclusion list’s crowdsourced structure can be immensely useful—just look at Wikipedia’s ubiquity as an example of a self-correcting information ecosystem.
Not just that, but lobbying groups and trade associations have made it their business to stay on top of blogs that, for example, advocate political viewpoints you don’t want to be associated with. These reputable third parties will perform the difficult task of detecting potentially harmful websites, allowing you to conveniently avoid them and keep your advertising away from them.
The Takeaway from the Ad Manager
Exclusion lists that are dynamic save time. Hours of manual analysis of where the advertisements have appeared on the Display Network are replaced by implementing an exclusion list curated by a trusted business partner.
Takeaways from the CMO
Dynamic exclusion lists aid in the preservation of a brand’s name. These lists prevent your advertisements from appearing alongside offensive or unrelated material.
