Cash-Saving Placement Exclusion Script for Google Adverts

Money-Saving Placement Exclusion Script for Google Ads

With an unsure financial outlook, now is an effective time for advertisers to make sure their tech stack contains the fitting instruments and automations to save cash in the long term.

Google Adverts scripts needs to be a part of everybody’s toolkit, particularly contemplating that many scripts can be found without cost.

Along with the numerous free scripts on high lists like this one and this one, right here’s a model new script you possibly can attempt.

I wrote this with my crew to provide advertisers a brand new strategy to management advert spend on the show community.

Methods To Save Cash On Google Adverts

Advertisers are all the time on the lookout for an edge over their competitors, and a great way to unlevel the taking part in discipline is to spend much less for a similar outcomes. Which means discovering and eliminating wasted advert spend.

Frequent methods to eradicate wasted spending are so as to add detrimental key phrases, limit match varieties, and add detrimental placements.

Right here is the way you go about every of those methods manually:

  • Add negative keywords – Discover concepts by scouring your search phrases stories for concepts.
  • Prohibit match varieties – In case you’re not utilizing automated bidding, play it protected together with your key phrases and rely extra on precise and phrase match than broad match.
  • Add detrimental placements – Take a look at computerized placement stories to search out non-converting placements that eat away at your finances.

Discovering Placement Exclusions For Google Adverts

The net is rising quick, which implies there are extra locations day-after-day the place your adverts could present if you take part within the Google Show Community (GDN).

There are over 36,000 apps added to the Apple App Retailer each month, and there are over 250,000 new websites launched day-after-day. Whereas they don’t all be part of the GDN, with this degree of progress, it’s difficult to maintain up with placement exclusions.

Except you wish to play a relentless recreation of whack-a-mole and manually assessment new placements as they arrive into existence, you have to determine tendencies that correlate with low efficiency and use expertise to assist eradicate visitors from these kinds of placements.

Google offers a number of methods to proactively prevent GDN ads from appearing in locations you don’t like.

Exclusions could be based mostly on:

  • Delicate matters – akin to pages about tragedy, battle, or sensational information.
  • Digital content material labels – much like film rankings, however for websites.
  • Video content material varieties – akin to reside streams or movies embedded exterior YouTube.

The script shared on this submit offers one other strategy to exclude placements.

Whereas it may well’t proactively stop all impressions, it may well add a detrimental placement as quickly as a brand new placement is detected within the automated placement report.

Placement Studies

The script analyzes particulars of all placements within the placement element report.

That is the question you should utilize with GAQL, the Google Adverts Question Language, to search out placements:

SELECT detail_placement_view.display_name, detail_placement_view.placement, detail_placement_view.placement_type, detail_placement_view.resource_name, detail_placement_view.target_url, detail_placement_view.group_placement_target_url FROM detail_placement_view

The info may appear to be this if you export it to a Google Sheet:

Placement details data in a Google SheetScreenshot from Google Sheet, October 2022

Discover the location on line 12 within the screenshot makes use of the Arabic script for the identify of the video.

That’s what this script will search for and add as a detrimental placement.

In case your language makes use of a non-Latin script, you’d merely change the settings and permit your advert to indicate for a placement like on line 12 and exclude all the opposite ones that use the Latin character set.

Language Focusing on On GDN

You may marvel why advertisers wouldn’t merely use language concentrating on to forestall their adverts from exhibiting subsequent to content material that makes use of a unique script in its language.

The issue is that if you goal a language, it’s not a really strict criterion. A person will match the focused language so long as they’ve interacted with an app or web site in that language just lately.

It doesn’t imply they have to be viewing a web site or video in that language when your advert is proven.

Google says:

“On the Google Show Community, Google Adverts could detect and take a look at the language of pages or apps that somebody is viewing or has just lately considered, to find out which adverts to indicate.”

So if a person simply reads just a few English webpages with Latin script however spends most of their time studying websites in Thai script, they might nonetheless see adverts concentrating on English.

This script fixes this by making concentrating on extra strict.

It provides advertisers additional management, and that’s normally a welcome factor within the age of ever-more automation from the advert engines, one thing I wrote an entire guide about this 12 months.

Unicode Character Focusing on With A Google Adverts Script

In an identical vein as language concentrating on, you should utilize advert scripts to detect when an advert is proven on a placement with a title utilizing a unique Unicode character set and exclude that placement from ever exhibiting your advert once more.

Right here’s what the script does.

It finds cases when your advert is proven with a video, app, or web site whose content material is in a unique character set than the one you need.

The script then excludes placements whose names will not be within the desired character set.

E.g., a placement with the title ‘انشاء حساب جوجل ادوورد مجانا للمبتدئين وطريقة ربطة مع القناة Google Adwords | كنز الربح من اليوتيوب’ is utilizing the Arabic script quite than the Latin character set, and could be made a detrimental placement.

Use this system with warning, although.

There’s nothing essentially mistaken with exhibiting your advert to customers whose language is in a unique script. For instance, they might be seeing your advert as a result of they obtained onto your remarketing checklist and are, in actual fact, an excellent lead.

So how does this advert script discover placements utilizing non-Latin characters?

It’s based mostly on figuring out Unicode character units, that are a approach for computer systems to render the completely different characters related to completely different alphabets.

I’m used to the a-z alphabet utilized in English in addition to in my mom tongue, Dutch, and that is referred to as the Latin alphabet. However many languages use totally completely different characters, like Hebrew, Thai, Japanese (Hiragana), and so forth.

Unicode is the best way computer systems encode these completely different characters.

In Google Adverts scripts, that are carefully associated to JavaScript, we will use regex performance to detect what Unicode character set a personality is.

The Script

Download the script.

Copy and paste all of the textual content from the code on the hyperlink into a brand new script in Google Adverts, the place you first delete all of the pattern code the brand new script loaded with.

Right here’s a video that explains use the script.

Settings For The Script

After copy-and-pasting the script in a person Google Adverts account, inform it which Unicode character units you wish to enable your adverts to seem for, e.g., Latin.

Then give a reputation for the shared placement exclusion checklist the script ought to use for brand spanking new detrimental placements it discovers.

After previewing the script, you will notice {that a} new shared exclusion checklist is created.

If there are advert placements whose titles use a non-allowed Unicode character set, these can be added as detrimental placements to the newly created shared exclusion checklist.


Two issues many advertisers like are saving cash and getting again management over automated techniques.

Scripts just like the one on this submit aid you do each.

When you have an concept for a script that would assist plenty of advertisers, please attain out to me.

This script happened as a result of somebody requested for my assist with their concept.

Extra assets:

Featured Picture: Dean Drobot/Shutterstock

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