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Ad targeting in Google AdWords (now Google Ads) is a powerful way to reach your audience. However, sometimes your ads might appear on websites or channels that aren't aligned with your brand or goals. Adding a blocklist ensures your ads avoid these placements. Here's a step-by-step guide to adding a blocklist to your Google Ads account.

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What Is a Blocklist in Google Ads?

A blocklist (or exclusion list) is a collection of specific websites, YouTube channels, or apps where you don’t want your ads to appear. By applying a blocklist, you gain greater control over where your ads are displayed, enhancing brand safety and improving ad performance.

Research the Websites/Apps/Channels Compile a list of URLs or placements that you want to exclude. You can use tools like Google Analytics or third-party brand safety platforms to identify low-performing or unsuitable sites.

Save the Blocklist in CSV Format Use a spreadsheet to organize your blocklist. Ensure the first column lists URLs, and save the file as a CSV for easy upload.

1. Research the Websites/Apps/Channels Compile a list of URLs or placements that you want to exclude. You can use tools like Google Analytics or third-party brand safety platforms to identify low-performing or unsuitable sites.
2. Save the Blocklist in CSV Format Use a spreadsheet to organize your blocklist. Ensure the first column lists URLs, and save the file as a CSV for easy upload.

Step 2: Log In to Your Google Ads Account

Go to <a href="https://ads.google.com/" target="_blank" rel="nofollow noopener noreferrer">Google Ads</a>.

Enter your login credentials and access your dashboard.

1. Go to <a href="https://ads.google.com/" target="_blank" rel="nofollow noopener noreferrer">Google Ads</a>.
2. Enter your login credentials and access your dashboard.

Step 3: Navigate to Placement Exclusions

From the left-hand menu, click on "Tools &amp; Settings" (wrench icon).

Under the Shared Library section, select "Placement Exclusions Lists."

1. From the left-hand menu, click on "Tools &amp; Settings" (wrench icon).
2. Under the Shared Library section, select "Placement Exclusions Lists."

Step 4: Create or Edit a Blocklist

- Click on the "+" button or "Create Exclusion List" to start a new list.
- Name your blocklist for easy identification (e.g., "Brand Safety Exclusions").

- Select an existing blocklist from the list.
- Click "Edit" to modify it.

1. Create a New Blocklist:
 - Click on the "+" button or "Create Exclusion List" to start a new list.
 - Name your blocklist for easy identification (e.g., "Brand Safety Exclusions").
2. Edit an Existing Blocklist:
 - Select an existing blocklist from the list.
 - Click "Edit" to modify it.

In the blocklist editor, click "Add Exclusions."

Choose how you want to exclude placements:

- Manually Add URLs or Apps: Type or paste URLs directly.
- Upload CSV File: Click "Upload," select your prepared CSV, and click "Apply."

1. In the blocklist editor, click "Add Exclusions."
2. Choose how you want to exclude placements:
 - Manually Add URLs or Apps: Type or paste URLs directly.
 - Upload CSV File: Click "Upload," select your prepared CSV, and click "Apply."
3. Review the entries to ensure accuracy.

Step 6: Apply the Blocklist to Campaigns

Navigate back to the Placement Exclusions Lists page.

Choose the campaigns where you want the blocklist applied and click "Save."

1. Navigate back to the Placement Exclusions Lists page.
2. Select your blocklist.
3. Click "Apply to Campaigns."
4. Choose the campaigns where you want the blocklist applied and click "Save."

Regularly review performance reports in Google Ads.

Update your blocklist as new unsuitable placements are identified.

Use Google Ads' Placement Report to analyze where your ads are appearing and add exclusions as needed.

1. Regularly review performance reports in Google Ads.
2. Update your blocklist as new unsuitable placements are identified.
3. Use Google Ads' Placement Report to analyze where your ads are appearing and add exclusions as needed.

Best Practices for Using Blocklists

Keep It Updated: Regularly add or remove placements based on performance and relevance.

Combine with Other Targeting Options: Pair blocklists with positive targeting to further refine ad placement.

- Keep It Updated: Regularly add or remove placements based on performance and relevance.
- Combine with Other Targeting Options: Pair blocklists with positive targeting to further refine ad placement.

By implementing a blocklist in Google Ads, you ensure your brand appears only in relevant, high-quality environments. This not only protects your brand image but also improves campaign efficiency. For ongoing success, make your blocklist a living document—frequently monitor and adjust it as necessary.

Need more help? Check out the <a href="https://support.google.com/google-ads/" target="_blank" rel="nofollow noopener noreferrer">Google Ads Help Center</a> for additional resources.