Money-Saving Placement Exclusion Script for Google Ads

With an unsure financial outlook, now is an effective time for advertisers to make sure their tech stack contains the correct instruments and automations to economize in the long term.

Google Ads scripts needs to be a part of everybody’s toolkit, particularly contemplating that many scripts can be found for free.

In addition to the numerous free scripts on prime lists like this one and this one, right here’s a model new script you may attempt.

I wrote this with my crew to present advertisers a brand new strategy to management advert spend on the show community.

Ways To Save Money On Google Ads

Advertisers are all the time wanting for an edge over their competitors, and a great way to unlevel the enjoying discipline is to spend much less for the identical outcomes. That means discovering and eliminating wasted advert spend.

Common methods to get rid of wasted spending are so as to add destructive key phrases, limit match varieties, and add destructive placements.

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

  • Add destructive key phrases – Find concepts by scouring your search phrases reviews for concepts.
  • Restrict match varieties – If you’re not utilizing automated bidding, play it secure together with your key phrases and rely extra on actual and phrase match than broad match.
  • Add destructive placements – Look at automated placement reviews to seek out non-converting placements that eat away at your finances.

Finding Placement Exclusions For Google Ads

The net is rising quick, which implies there are extra locations day-after-day the place your adverts could present whenever you take part within the Google Display Network (GDN).

There are over 36,000 apps added to the Apple App Store each month, and there are over 250,000 new websites launched day-after-day. While they don’t all be part of the GDN, with this stage of development, it’s difficult to maintain up with placement exclusions.

Unless you need to play a continuing sport of whack-a-mole and manually assessment new placements as they arrive into existence, that you must determine traits that correlate with low efficiency and use know-how to assist get rid of visitors from these sorts of placements.

Google offers a number of methods to proactively prevent GDN ads from appearing in locations you don’t like.

Exclusions may be primarily based on:

  • Sensitive subjects – similar to pages about tragedy, battle, or sensational information.
  • Digital content material labels – much like film scores, however for websites.
  • Video content material varieties – similar to stay streams or movies embedded outdoors YouTube.

The script shared on this put up offers one other strategy to exclude placements.

While it could actually’t proactively stop all impressions, it could actually add a destructive placement as quickly as a brand new placement is detected within the automated placement report.

Placement Reports

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

This is the question you need to use with GAQL, the Google Ads Query Language, to seek 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 knowledge 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

Notice the location on line 12 within the screenshot makes use of the Arabic script for the identify of the video.

That is what this script will look for and add as a destructive placement.

If your language makes use of a non-Latin script, you’d 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 Targeting On GDN

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

The drawback 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 just lately.

It doesn’t imply they have to be viewing a web site or video in that language when your advert is proven.

Google says:

“On the Google Display Network, Google Ads may detect and look at the language of pages or apps that someone is viewing or has recently viewed, to determine which ads to show.”

So if a consumer simply reads a couple of 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 further management, and that’s often a welcome factor within the age of ever-more automation from the advert engines, one thing I wrote a complete e-book about this yr.

Unicode Character Targeting With A Google Ads Script

In the same 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 special Unicode character set and exclude that placement from ever displaying your advert once more.

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 special 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 somewhat than the Latin character set, and may be made a destructive placement.

Use this method with warning, although.

There’s nothing essentially incorrect with displaying your advert to customers whose language is in a special script. For instance, they might be seeing your advert as a result of they bought onto your remarketing record and are, in actual fact, an excellent lead.

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

It’s primarily based on figuring out Unicode character units, that are a means 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. But many languages use completely totally different characters, like Hebrew, Thai, Japanese (Hiragana), and so on.

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

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

The Script

Download the script.

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

Here’s a video that explains learn how to use the script.

Settings For The Script

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

Then give a reputation for the shared placement exclusion record the script ought to use for new destructive placements it discovers.

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

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


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

Scripts just like the one on this put up provide help to do each.

If you may have an thought for a script that would 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.

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Featured Image: Dean Drobot/Shutterstock