Google Ads Introduces New Content Suitability Settings for YouTube and Display Network

Google Ads offers three inventory types for campaigns running on YouTube and the Google Display Network, except for App campaigns:

1. Expanded inventory: Allows ads on all monetized content, including sensitive content like strong profanity in comedy or documentaries, or video game violence.
2. Standard inventory: Displays ads on a wide range of content suitable for most brands, such as popular music videos, documentaries, and movie trailers. Ads are shown based on YouTube's advertiser-friendly content guidelines.
3. Limited inventory: Intended for brands with strict guidelines around inappropriate language and sexual suggestiveness. Ads are excluded from some popular music videos and pop culture content.

Content exclusions in Google Ads allow you to prevent your ads from showing on specific types of content that may not be suitable for your brand. These exclusions can limit your campaign performance and apply to various campaigns, including those on YouTube and the Google Display Network. Key points include:

• Sensitive content exclusions: Prevent ads from showing on content related to tragedy, conflict, sensitive social issues, profanity, sexually suggestive content, and sensational or shocking content.
• Content type exclusions: Prevent ads from showing on live streaming videos, embedded YouTube videos, below-the-fold content, and parked domains.
• Content label exclusions: Allow you to choose the maturity level of the content where your ads can appear, such as DL-G (general audiences), DL-PG (parental guidance), DL-T (teen and older), and DL-MA (mature audiences).
• Content keyword exclusions: Prevent ads from showing on content related to specific keywords, supporting up to 1,000 keywords at the account level.
• Placement exclusions: Prevent ads from showing on specific videos, channels, websites, and apps, supporting up to 65,000 placements.

The 'Content suitability' settings in Google Ads allow advertisers to control where their ads appear by opting out of showing ads on or alongside certain videos, websites, and mobile apps that may not align with their brand. These settings apply to campaigns running on YouTube and the Display Network, except for Search and Shopping campaigns. They provide additional filtering options to ensure ads do not appear on content that, while compliant with Google's policies, may not be suitable for the advertiser's brand or business.

To access the Content suitability page in Google Ads, follow these steps:

1. In your Google Ads account, click the Tools icon.
2. Click Content suitability.

Note: If you are using the previous design of Google Ads, click the 'Appearance' icon and select 'Use previous design'. You can also use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.