Specific Guide On How To Exclude Audience Google Ads

When you ask, “How to Exclude Audience Google Ads?“, it’s likely that you’re feeling frustrated with your ads targeting the wrong audience file. Or perhaps, even when targeting the right audience file, it’s not yielding the expected results. Well, fret not, everything can be sorted out. I hope you’ll take the time to read through this entire article to understand the guide on how to exclude audience in Google Ads.

Exclude Audience Google Ads

Exclude Audience Google Ads

What Are Exclude Audience Google Ads?

If you have extensive experience in optimizing Google Ads, you may skip this section. However, if you’re newbie with Google Ads, here’s the definition of Audience Exclusions in Google Ads for you:

What are audience exclusions Google Ads

What are audience exclusions Google Ads?

Audience Exclusions are a feature of Google Ads Audiences that allows you to exclude specific groups of people from your Google Ads campaigns. This means your ads will not be shown to individuals within these groups, helping to save costs and increase campaign effectiveness

How Audience Exclusions Google Ads Work?

You can exclude audiences based on various criteria provided by Google Ads on this platform, including:

  • Interests: Exclude people with interests that are not relevant to your products or services.
  • Demographics: Exclude people based on age, gender, or income that are not suitable for your target audience.
  • In-market: Exclude people who are actively seeking products or services different from what you offer.
  • Remarketing: Exclude people who have visited your website or used your app, but you no longer want to target them.
  • Custom lists: Exclude based on email lists or CRM data.

How audience exclusions Google Ads work

How audience exclusions Google Ads work?

Similar to refining keyword sets by excluding unwanted keywords, you can remove specific segments from campaigns or ad groups if they are not relevant to the ad content. This helps optimize campaign effectiveness and deliver better results.

Please note: Excluding audiences does not guarantee that your ads will not be shown to people in these groups all the time. However, it helps minimize the likelihood of displaying ads to people who are unlikely to be interested. And Audience Exclusions Google Ads can be applied to Google Search Ads, Google Display Ads, Demand Gen, and Video Ads campaigns.

Guide On How To Exclude Audience Google Ads

In the most crucial part of this article, I’ll provide you with a very specific guide, including images, so you can exclude audience Google Ads. Without further ado, here’s the detailed guide for you:

Step 1: Access Google Ads

Go to and log in to your Google Ads account.

Step 1

Step 1

Step 2: Navigate to the ‘Audiences’ section of your ad campaign

In step 2, click on ‘Campaigns’ -> ‘Audiences, keywords, and content’ -> ‘Audiences’ as shown in the image below:

Step 2

Step 2

Step 3: Choose the campaign you want to exclude audiences

Next, click on “Add exclusions”:

Step 3

Step 3

Then, a small window will appear prompting you to select the campaign from which you want to exclude audiences. Simply, I’ll click on the ‘Video Conversions Group’ campaign right below to proceed:

Step 3 Select campaign

Step 3 : Select campaign

Step 4: Select the Audiences you want to Exclude

After completing step 3, a larger window will appear. In this section, I want you to focus on the “Exclusions” box. Here, you can use the search bar to start selecting inappropriate Audiences.

Step 4

Step 4

Once you’ve made your selections, you can click on ‘Save’, and you’re done.

Note: Audience Exclusions Google Ads can only be applied to Search Ads, Display Ads, Demand Gen, and Video Ads campaigns.

>>> Read more: Guide On How To Use Audience Expansion Google Ads 2024

When You Need To Exclude Audience Google Ads?

In this section, I want to analyze some cases for you to understand when you should consider excluding audiences in Google Ads. These cases may arise due to subjective or objective reasons, but in my opinion, to avoid such discomfort, you should consider Google Agency Account Rental Services from GDT Agency. We have the most accurate solution for these cases.

Ineffective advertising

In some situations, your campaigns, despite being carefully set up, only bring in a small number of converting orders. This needs to be detected quickly and as early as possible in the advertising monitoring and optimization process. And in this situation, you are required to exclude audience Google Ads.

Ineffective advertising

Ineffective advertising

Misaligned advertising targeting

Inappropriate audiences for your product will appear even when you directly build carefully crafted Audiences Lists. They could be related audiences or audiences that Google Ads automatically suggests to test if your ads are suitable for them.

But sometimes it works incorrectly and leads to you advertising to audiences that don’t convert. That’s why the exclude audiences feature exists for you to adjust.

Sudden spikes in advertising costs

Although this situation rarely occurs, it’s not impossible. Costs such as bidding prices, CPC, CPM, CPA sometimes experience sudden spikes, leading to you spending too much money on advertising to those Audiences Lists. If it’s effective, you may consider maintaining it. In the remaining worst cases, you should exclude audience Google Ads.

Sudden spikes in advertising costs

Sudden spikes in advertising costs

Exclude Audience Google Ads: Some Notes For You

In this near-final section of this article, I will focus on analyzing important notes for you to use this feature effectively. If you are interested in the Exclude Audience feature in Google Ads, you should continue to follow along. So let’s continue.

Feature not available when creating new campaigns

Exclude Audience Google Ads is not available when creating new campaigns, but you can add it to existing campaigns. You also need to pay attention to some campaigns that cannot exclude audiences to avoid confusion in the future.

Adjusting budget appropriately

Following the above notes, I’ll analyze the most crucial aspect in this section. That is adjusting the budget appropriately. Reducing the budget for ad campaigns with unsuitable audience segments and continuing to monitor them is a way to save costs while still keeping track to decide whether to continue running or exclude them.

Adjusting budget appropriately

Adjusting budget appropriately

Starting with small Audience Lists

When initiating exclusion plans for inappropriate audiences, it’s advisable to start with small audience lists. If a small audience list doesn’t produce quality conversions, you can exclude it immediately to save costs and focus advertising on other audiences.

Regarding performance tracking

You should track the performance of your campaigns by audience segments before exclude audience Google Ads. Careful performance tracking ensures that you do not exclude effective audience lists and ensures confidence in removing audience lists that do not generate converting orders or interact with your ads.

Regarding performance tracking

Regarding performance tracking


In summary, I want to tell you: exclude audience Google Ads is essential in optimizing your advertising. If you truly want to excel in paid advertising, you need to take the time to read more new knowledge. Advertising experts from GDT Agency have built some important knowledge in the Google Ads Blog section that you can refer to. Additionally, if you need to address some complex issues with your advertising account, don’t hesitate to contact GDT Agency, as we are always ready to help you.

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Henry Duy
Henry Duy

Mr. Henry Duy is the CEO of GDT Agency (7 years of experience in the marketing, specifically in paid advertising). He has expertise in managing and optimizing numerous high-budget paid advertising campaigns for businesses.