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How to Exclude Placements in Google Performance Max Campaigns (Originally: Smart Shopping Campaign Placement Exclusions)

How to Exclude Placements in Google Performance Max Campaigns (Originally: Smart Shopping Campaign Placement Exclusions)

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

This post was originally published on June 13, 2019 as a stand-alone post and detailed how to exclude placements in Smart Shopping Campaigns. However, because Performance Max has now Tae-Kwon-Doed SSC to death, we're releasing this updated guide as to how you can exclude placements from Performance Max campaigns.

If you want to know how to SEE placements in PMax, check out this walk-through article (it's not complicated!): How to Find the Placement Report for Google Performance Max Campaigns.

Step by Step Guide for Excluding Placements in Google Performance Max Campaigns:

Step 1 :

Navigate to the Account > Content > Exclusions tab in the left hand nav, as seen here: 

Step 2: 

Select the Account Level. Please note, these can only be applied at the MCC or Account level, you are unable to apply campaign level placement exclusions to Performance Max campaigns.

Step 3: 

Add the app categories or placements you would like to see excluded from ALL Display and PMax campaigns in here and you're good to go! At least, we hope so... according to Google you should be good to go.

Finally, a big thanks to Bob Meijer for pointing us to this on LinkedIn!

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If for some reason, you want to view the original post How to Exclude placements in Google Smart Shopping, then read below.

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How to Exclude Placements in Google Smart Shopping

You can read the previous 3 posts here: What Is Smart Shopping? – Part 1: The ZATO Guide to Google Smart Shopping Campaigns

Establish Your Strategy – Part 2: The ZATO Guide to Google Smart Shopping Campaigns

Should You Switch From Standard Shopping Ads to Google Smart Shopping? – Part 3: The ZATO Guide to Google Smart Shopping Campaigns

Just yesterday, we at ZATO discovered and shared that you could see placements in your Smart Shopping campaigns through the API. I lamented in that post (here: How to See Placements in Google Smart Shopping Campaigns ) that we couldn't add them as exclusions. Well thanks to a line of questioning on Twitter (Thanks Emma, Dan, Andrea, and Liam!) and then our own experimentation, we have learned that you can actually add these in as Account Level Placement Exclusions! To SMART SHOPPING campaigns! Google's Black Box obtains a small chink of in its armor of manual optimization (*gasp*).

Here is how you exclude placements in Google Smart Shopping campaigns:

(1) Navigate to (or create) a Smart Shopping Campaign of your choosing.

(2) Discover which placements or mobile apps you need to exclude from your Google Smart Shopping campaigns.

Use this helpful walk-through we created for seeing this data: How to See Placements in Google Smart Shopping Campaigns.Video re-shared for your convenience, transcript and screenshots in link above.

(3) Select the Placements tab.

how to exclude placements in google smart shopping

(4) Select the Edit Icon and change the Dropdown from "Campaign" to "ACCOUNT".

This is very important, because you cannot add placement exclusions to Smart Shopping campaigns at a Campaign level! Why not, you ask? Who knows.

adding placement exclusions at an account level in google smart shopping campaigns

(5) Select all the Youtube Channels, Videos, and Website Placements that you want to exclude and get going!

Don't forget two of our favorite exclusion lists to add to every account:

Thanks to those who got us digging in to uncover this! I'm PPCKirk, and I'd love to connect with you on: Twitter & LinkedIn.

Smart Shopping Training by PPCKirk

Psssst, hey! Want to keep learning about Smart Shopping? Check out PPCKirk's Udemy course, jam-packed with 5 hours of exhaustive content on everything from feed tips, to SSC structure, and ad creative recommendations. It's the kind of thing people pay lots and lots of money for, but we're selling it for $69.99. It also comes with exclusive access to a private Shopping Ads Facebook group where you can discuss Shopping Ads with your classmates, and get questions answered directly by Kirk himself. Grab the course now!

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Kirk Williams
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, and Linkedin, or follow his marketing song parodies on TikTok.

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