To exclude Twitter / X from your Google Display, Demand Gen, and PMax campaigns, follow these steps:

1. Go to your Google Ads account: Click the Campaigns icon.
2. Navigate to Content: Click the Audiences, keywords, and content drop-down in the section menu.
3. Select Exclusions: Click Exclusions and then the drop-down arrow to the right of the term 'Exclusions'.
4. Edit Placements: Click the pencil icon Edit.
5. Choose Exclusion Level: Select whether to 'Add placement exclusion' or 'Use placement exclusion list' and choose the level (campaign, ad group, or account).
6. Enter Exclusion URLs: Search for a word, phrase, URL, or video ID that you’d like to exclude, or enter multiple placements.
7. Save: After entering your exclusions, click Save.

By following these steps, you can ensure that your ads do not appear on Twitter / X.

The brand safety concerns with X joining Google Display Network include:

• Controversial and Explicit Content: Ads placed next to controversial and explicit content on X can create brand safety issues.
• Invalid Traffic (IVT): X has a high IVT rate of 23.61%, meaning roughly one in every four paid ad clicks is invalid. This is significantly higher than the average IVT rate across Google Display Network, which is 7.32%.
• Bot Problem: X has a notorious bot problem, increasing the exposure to invalid traffic and fake ad engagements.
• Content Moderation: Changes to content moderation rules under Musk's leadership have increased brand risk, causing many advertisers to abandon the platform.

Given these concerns, many brands may choose to opt out of placements on X via Google Ads Manager.

The partnership between X and Google Display Network impacts Performance Max (PMax) campaigns as follows:

• Automatic Incorporation: Ad inventory on X will be automatically incorporated into PMax campaigns, allowing ads to run across the entire Google Network, including X.
• Opt-Out Option: Advertisers can choose to opt out of X placements. To do this, follow the steps outlined by Dan Roberts, Head of Paid Search at Wavemaker, in the comments section.
• Exposure to IVT: Advertisers are at risk of increased exposure to invalid traffic (IVT) due to X's high IVT rate of 23.61%.

Advertisers need to be aware of these impacts and take necessary steps to manage their campaigns effectively.

To mitigate invalid traffic (IVT) on X, marketers can take the following steps:

1. Adopt an IVT Prevention System: Implement a system to automatically eliminate fake ad engagements across all paid channels.
2. Diversify Marketing Mix: Adopt a diversified marketing mix that includes both demand capture (e.g., Google Search) and demand generation (e.g., social brand awareness campaigns).
3. Use Brand Safety Controls: Utilize brand safety and suitability controls provided by X, such as the 'Conservative', 'Standard', or 'Relaxed' sensitivity options.
4. Opt-Out of X Placements: If the risk is too high, consider opting out of X placements altogether via Google Ads Manager.

By following these steps, marketers can reduce the impact of IVT and ensure better performance from their ad campaigns.