Google constantly makes improvements with the aim of simplifying the user experience. Sometimes it is as simple as adding reports for guided recipes. In other cases, more complex modifications are done to help Google Ads users. In this case, we are talking about the second scenario.
In an attempt to further increase brand safety, Google just announced dynamic exclusion lists. Their goal is to help the advertisers to simplify negative placement management.
Understanding Dynamic Exclusion Lists
These are practically placement exclusion lists you can use to boost Google Ads ROI. However, they are being updated in a dynamic way. This is meant to simplify the management of ad placement. As a result, advertisers can opt right into third-party lists. Then, they can automatically maintain exclusions updated to protect their brands.
With the use of this new feature, entire domains or web pages can be added. Uploads can be done in several different formats.
Differentiating From The Current Exclusion Lists
Right now, a Google advertiser can create, maintain, and update exclusion lists. With dynamic exclusion lists, advertisers can leverage the use of third-party apps. This would help to easily maintain exclusion lists, like industry groups and advocacy organizations.
After you upload the new dynamic exclusion list, you can set up a schedule for it to automatically update. This is done through web pages and domains added by the owner, which includes ads agencies and third-party groups.
Simply put, the advertiser can utilize lists managed by a partnership with third parties. This would be possible without having to manually update lists, thus saving a lot of time and money expressed in work hours.
What Limits Are in Place?
As expected, there are some limits you need to take into account. When you use this new feature, you can only employ a maximum of 20 shared lists for exclusions. However, you can literally add tens of thousands of different domains and URLs in every single list.
What Does This Mean For Advertisers?
While we do not know exactly when the new dynamic exclusion lists will be available in all Google Ads accounts, they are expected to be rolled out in the following weeks. Obviously, not all users are going to take advantage of this new feature.
The big advantage is definitely associated with really large Google Ads users, those that represent large brands, or companies that have a lot of money to invest in ads. For the average user, this new feature will not really be useful. However, we should still be aware of it.