Set Exclusions are an important tool that allows advertisers to refine their Run of Network (RON) campaigns to only show ads to their target audience. This is done by strategically excluding certain ads, campaigns, and keywords from being shown.

When creating a Set Exclusion, the advertiser will first identify the categories and sub-categories of ads, campaigns, and keywords they would like to exclude. These could include specific topics that don't align with their target audience (e.g. political ads), regions they don't want to target (e.g. international countries), products and services they don't want to advertise on (e.g. competitor products), and any other contextual elements they don't want associated with their brand.

Once the categories and sub-categories are selected, the advertiser should set up a list of URL domains and/or specific keyword phrases for the exclusion. They can then choose whether this exclusion applies to all campaign types or just to particular ones.

Set Exclusions are a useful way to save money on advertising by ensuring your ads are only shown to people within your desired target audience. Without Set Exclusions, you may end up serving ads to users or sites which are not going to bring you any quality leads or conversions. On the other hand, using Set Exclusions allows you to be specific about which kinds of users and sites you'd like to target and not waste your budget on irrelevant traffic.

Set Exclusions bring various benefits to your campaigns, such as increased ROI and a better user experience. It's important to remember, however, that any exclusions should be reviewed on regular basis to ensure they are current and still relevant to your campaign goals. This way you can maximize the positive impact that they have on your campaigns.

Are you setting the proper exclusions to save thousands of dollars in Google Ad Spend?