Money-Saving Placement Exclusion Script for Google Ads


With an unsure financial outlook, now is an efficient time for advertisers to make sure their tech stack consists of the appropriate instruments and automations to save cash in the long term.

Google Adverts scripts ought to be a part of everybody’s toolkit, particularly contemplating that many scripts can be found at no cost.

Along with the various free scripts on high lists like this one and this one, right here’s a model new script you may attempt.

I wrote this with my group to provide advertisers a brand new approach to management advert spend on the show community.

Methods To Save Cash On Google Adverts

Advertisers are all the time searching for an edge over their competitors, and a great way to unlevel the enjoying area is to spend much less for a similar outcomes. Which means discovering and eliminating wasted advert spend.

Widespread methods to remove wasted spending are so as to add unfavourable key phrases, prohibit match sorts, and add unfavourable placements.

Right here is the way you go about every of those methods manually:

  • Add unfavourable key phrases – Discover concepts by scouring your search phrases stories for concepts.
  • Limit match sorts – If you happen to’re not utilizing automated bidding, play it protected along with your key phrases and rely extra on actual and phrase match than broad match.
  • Add unfavourable placements – Take a look at computerized placement stories to search out non-converting placements that eat away at your funds.

Discovering Placement Exclusions For Google Adverts

The online is rising quick, which implies there are extra locations every single day the place your adverts might present whenever you take part within the Google Show Community (GDN).

There are over 36,000 apps added to the Apple App Retailer each month, and there are over 250,000 new web sites launched every single day. Whereas they don’t all be part of the GDN, with this stage of progress, it’s difficult to maintain up with placement exclusions.

Except you need to play a relentless recreation of whack-a-mole and manually evaluate new placements as they arrive into existence, you could determine traits that correlate with low efficiency and use expertise to assist remove site visitors from these sorts of placements.

Google supplies a number of methods to proactively stop GDN adverts from showing in locations you don’t like.

Exclusions may be based mostly on:

  • Delicate matters – comparable to pages about tragedy, battle, or sensational information.
  • Digital content material labels – much like film rankings, however for websites.
  • Video content material sorts – comparable to reside streams or movies embedded exterior YouTube.

The script shared on this submit supplies one other approach to exclude placements.

Whereas it may’t proactively stop all impressions, it may add a unfavourable placement as quickly as a brand new placement is detected within the automated placement report.

Placement Stories

The script analyzes particulars of all placements within the placement element report.

That is the question you need to use with GAQL, the Google Adverts Question Language, to search out placements:

SELECT detail_placement_view.display_name, detail_placement_view.placement, detail_placement_view.placement_type, detail_placement_view.resource_name, detail_placement_view.target_url, detail_placement_view.group_placement_target_url FROM detail_placement_view

The information would possibly seem like this whenever you export it to a Google Sheet:

Placement details data in a Google SheetScreenshot from Google Sheet, October 2022

Discover the position on line 12 within the screenshot makes use of the Arabic script for the title of the video.

That’s what this script will search for and add as a unfavourable placement.

In case your language makes use of a non-Latin script, you’ll merely change the settings and permit your advert to indicate for a placement like on line 12 and exclude all the opposite ones that use the Latin character set.

Language Focusing on On GDN

You would possibly surprise why advertisers wouldn’t merely use language focusing on to forestall their adverts from displaying subsequent to content material that makes use of a distinct script in its language.

The issue is that whenever you goal a language, it’s not a really strict criterion. A consumer will match the focused language so long as they’ve interacted with an app or web site in that language lately.

It doesn’t imply they should be viewing a website or video in that language when your advert is proven.

Google says:

“On the Google Show Community, Google Adverts might detect and have a look at the language of pages or apps that somebody is viewing or has lately seen, to find out which adverts to indicate.”

So if a consumer simply reads just a few English webpages with Latin script however spends most of their time studying websites in Thai script, they might nonetheless see adverts focusing on English.

This script fixes this by making focusing on extra strict.

It provides advertisers additional management, and that’s often a welcome factor within the age of ever-more automation from the advert engines, one thing I wrote an entire ebook about this yr.

Unicode Character Focusing on With A Google Adverts Script

In an identical vein as language focusing on, you need to use advert scripts to detect when an advert is proven on a placement with a title utilizing a distinct Unicode character set and exclude that placement from ever displaying your advert once more.

Right here’s what the script does.

It finds situations when your advert is proven with a video, app, or web site whose content material is in a distinct character set than the one you need.

The script then excludes placements whose names are usually not within the desired character set.

E.g., a placement with the title ‘انشاء حساب جوجل ادوورد مجانا للمبتدئين وطريقة ربطة مع القناة Google Adwords | كنز الربح من اليوتيوب’ is utilizing the Arabic script fairly than the Latin character set, and may be made a unfavourable placement.

Use this system with warning, although.

There’s nothing essentially flawed with displaying your advert to customers whose language is in a distinct script. For instance, they might be seeing your advert as a result of they obtained onto your remarketing listing and are, in reality, an excellent lead.

So how does this advert script discover placements utilizing non-Latin characters?

It’s based mostly on figuring out Unicode character units, that are a manner for computer systems to render the totally different characters related to totally different alphabets.

I’m used to the a-z alphabet utilized in English in addition to in my mom tongue, Dutch, and that is referred to as the Latin alphabet. However many languages use completely totally different characters, like Hebrew, Thai, Japanese (Hiragana), and so forth.

Unicode is the way in which computer systems encode these totally different characters.

In Google Adverts scripts, that are intently associated to JavaScript, we are able to use regex performance to detect what Unicode character set a personality is.

The Script

Obtain the script.

Copy and paste all of the textual content from the code on the hyperlink into a brand new script in Google Adverts, the place you first delete all of the pattern code the brand new script loaded with.

Right here’s a video that explains find out how to use the script.

Settings For The Script

After copy-and-pasting the script in a person Google Adverts account, inform it which Unicode character units you need to enable your adverts to look for, e.g., Latin.

Then give a reputation for the shared placement exclusion listing the script ought to use for brand spanking new unfavourable placements it discovers.

After previewing the script, you will note {that a} new shared exclusion listing is created.

If there are advert placements whose titles use a non-allowed Unicode character set, these can be added as unfavourable placements to the newly created shared exclusion listing.


Two issues many advertisers like are saving cash and getting again management over automated methods.

Scripts just like the one on this submit make it easier to do each.

If in case you have an thought for a script that might assist a number of advertisers, please attain out to me.

This script happened as a result of somebody requested for my assist with their thought.

Extra sources:

Featured Picture: Dean Drobot/Shutterstock


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