Google Ads Content Exclusions Settings for Video and Display Campaigns
This video is part of a larger YouTube Ads course which you can find here: https://www.udemy.com/course/how-to-a...
In this video, I'll discuss content exclusions. Google Ads content exclusions gives advertisers controls to decide what level of risk you are comfortable with in regards to where your ads show.
This can be a huge concern for big name-brand advertisers because brands don't want their ads showing up on content that doesn't align with their core values and messaging. They don't want to look like they are sponsoring content that goes against their values.
I've seen this first-hand. Brand manager frantically scrambling when news stories and bloggers post videos publicly about ads showing up on really horrific content (ex: pedophilia, racism, terrorism, or even political content).
It's a very valid concern for brands. In-fact, YouTube has lost major brands advertising on YouTube because YouTube engineers have done a really TERRIBLE job preventing ads from showing up in questionable areas. The YouTube algorithm is a recommender system which is why YouTube engineers will ALWAYS face this problem until they change their algorithm to something that's better for advertisers and targeting.
For now, it's stochastic and as a result, well-branded companies should be concerned about broadly targeting YouTube for this reason alone.
I would go so far and say that even these Content Exclusions settings in Google ads is still not enough. Where the ads show simply DO NOT OBEY these content exclusions rules. For example, you can put to exclude games. Well, your video ads will show on games and gaming videos 100%.
Again, the YouTube algorithm is to blame because it's a recommender system and the machine learning models are stochastic and meant to be random by nature. The filters in place are not good.