Over the past years, brand safety has been top of mind for many businesses.

Google Ads new dynamic exclusion lists will help advertisers to protect their ads from running alongside content that does not align with their brand or campaign.

The announcement. “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.”

Before this new feature, marketers used “Advertisers Controls” to exclude specific websites, content types and entire topics from their ads campaign. However, advertisers – especially small businesses – found, at the time, the available tools for blocking web pages or websites required dedicated resources and regular updating which posed a challenge for them.

The reason you should care. Content across the web shifts and evolves. Thus, it’s crucial for all advertisers to keep up with any exclusions required to ensure their ads campaign will not show near content that doesn’t match their message. Hence, Google Ads dynamic exclusion lists will do exactly that without needing too much of the advertisers’ time and ongoing attention.

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