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Kill Budget-Wasting Ads to Children's YouTube Channels With This One Checkbox

Kill Budget-Wasting Ads to Children's YouTube Channels With This One Checkbox

10/25/19 UPDATE: Hello Facebook Agency Visitor Person!  We’re delighted to have you visit this awesome post. About a year ago, ZATO stopped offering Facebook Ads solutions so we could focus solely on what we do best: Google Ads. Because of this, we’re always interested in partnerships with great Social Advertising agencies (like yourself, wink wink!) and we offer referral fees for signed clients!  Anyway, back to it, and happy reading…

Post Summary

If you run ads on YouTube, you have likely wished for an easy "exclude" option to avoid three year old fat finger clicks while watching Blippi spray ketchup on a pickup truck.Well, rejoice advertisers in love with non-wasted spend, because there is an option to exclude "Content suitable for families" from your account level settings. This will prevent your YouTube campaigns (as well as other types targeting YouTube such as Smart Shopping Campaigns) from showing on content Google determines geared towards children, or at least, falling into this checkbox option.

exclude Content suitable for families in google ads youtube

Step #1 - Go to "Account Settings"

Step #2 - Open the "Excluded types and labels" option

Step #3 - Select the checkbox for "Content suitable for families"

Step #4 - Save Options

Step #5 - Save money by not letting snotty-nosed 4 year olds click your ads while watching shows like Ryan's World.

Important Note: Google does not release the specific content and channels they include under this option, however they have confirmed this will help exclude children's content. Another Important Note: According to well known YouTube expert, Joe Martinez of Paid Media Pros, "We've found that it hasn't worked like we think. Many of the kid specific channels still go through. But then there are a lot of non-kid only channels that get bucketed under that category."Hope that helps you out, because of the massive inventory of YouTube videos out there, there will be no shortage of other options for you to display ads on that would be a better fit towards your non-3-year-old audience so we recommend just setting this as checked by default when you take over an account.

Oh, and don't worry... Blippi got the ketchup cleaned off of his truck.

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Kirk Williams
@PPCKirk - Owner & Chief Pondering Officer

Kirk is the owner of ZATO, his Paid Search & Social PPC micro-agency of experts, and has been working in Digital Marketing since 2009. His personal motto (perhaps unhealthily so), is "let's overthink this some more."  He even wrote a book recently on philosophical PPC musings that you can check out here: Ponderings of a PPC Professional.

He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications (including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft), and is a frequent guest on digital marketing podcasts and webinars.

Kirk currently resides in Billings, MT with his wife, six children, books, Trek Bikes, Taylor guitar, and little sleep.

Kirk is an avid "discusser of marketing things" on Twitter, as well as an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).  Kirk has booked speaking engagements in London, Dublin, Sydney, Milan, NYC, Dallas, OKC, Milwaukee, and more and has been recognized through reviews as one of the Top 10 conference presentations on more than one occasion.

You can connect with Kirk on Twitter or Linkedin.

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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