Google Ads Placement Exclusion List

Stop Your Ads From Appearing On 1,000+ Websites Promoting Hate, Misinformation & Extremism

Stop funding hate

The Google Display Network contains more than 10 million websites that are eligible to show ads. While there are some very good placements among those sites, there are also some that you likely do not want your brand associated with.

Here at Climb Marketing, we believe that you should know where your ads are showing and that you should be able to avoid showing ads on websites that promote hate, misinformation, and/or extremism. While manually vetting every placement isn’t possible, excluding the worst offenders is a great place to start.

We built this list for our digital advertising team to apply to all of our client’s accounts. Now we’re sharing it with you, delivered to your email as a Google Sheet.

Decorative image of a Google spreadsheet

Exclusion lists will help you avoid wasting your ad dollars on embarrassing, unsavory websites. No one wants a client or prospect to find your ads on these sites, so it’s better to exclude them from the outset.

Additionally, downloading and applying the block list will help you:

  • Ensure your brand isn’t associated with hateful/extremist content
  • Keep your ad spend from funding these types of websites
  • Avoid manually checking your exclusion lists each week for these types of placements

Because advertising is one of the primary ways that these sites make money, excluding these sites helps avoid unknowingly sending advertising dollars their way.

Excluding these websites is a 3-step process. Once applied, your ads will no longer be eligible to show on any of the websites in the block list. Here’s how to get started:

  • Request Your Copy of the Exclusion List
  • Upload it to your Google Ads account
  • Apply it to all of your campaigns

To upload your list, select “Tools” in the Google Ads top menu bar, then under Shared Library, select Placement Exclusion List.

In addition to applying the exclusion list at the outset of the campaigns, we recommend continuing to monitor placement reports on a regular basis while the campaigns are running for additional exclusions or bid adjustments.

Our block list was compiled from the following sources:

  • Southern Poverty Law Center’s list of designated hate groups
  • Fake news and conspiracy websites as identified by mediabiasfactcheck.com
  • Other publicly-available exclusion lists based on the same principles

We plan to recrawl these sources semi-annually, and update our list with any necessary additions, and if you download the Block List, we’ll send you an update when we do so.

While not every site excluded is currently opted into the Google Display Network, we choose to exclude all of these sites in case they’re ever eligible to run ads.