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Campaign exclusions allow you to control when and where you don’t want to display ads at the campaign or ad group level. You can set exclusions on each ad or across multiple ads at the same time.

If you want to prevent your ad from appearing in specific locations, on specific web sites within the search network, or prevent your ads from displaying to certain IP addresses, you can configure campaign exclusions.

After reading this training, you will understand how to:

  • Prevent your ad from showing in specific locations.
  • Prevent specific websites from showing your ad.
  • Block specific IP addresses from seeing your ads.

Basics

So, what is the benefit of not displaying an ad? You want to be sure people who see your ad and visit your website are your target consumers. By utilizing a combination of excluded regions, website lists, and IP addresses, you don’t waste ad impressions and spend on customers who will never convert. In some cases, minimizing your audience is a more efficient solution than maximizing your audience.

Targeting and campaign exclusions are, in a sense, similar functions of Bing Ads. Both allow you to display your ads to a select group. The distinction is a matter of whether you’re adding to, or subtracting from, your target audience.

The Campaign exclusions feature allows you to begin with a large target audience and selectively reduce it to just the customers who can benefit from your offering, thereby increasing the effectiveness of your ad spend.

For example, let’s say your ecommerce site reaches everyone in the U.S., but doesn’t ship to Alaska. Instead of using targeting to choose every state except Alaska, apply  a Bing Ads location exclusion to your ad, and choose to display your ad across the remainder of the U.S.

Exclusions at the campaign level

Exclusions set at the campaign level will apply to all of the ads in your campaign. To set up campaign exclusions, start on the Campaigns page and click the Settings tab. You will see a list of campaigns created in your account. To edit the settings of a campaign, click a campaign name from the list below to bring you to the Campaign settings page.
 

Bing Ads Location exclusions

To prevent your ads from showing in specific locations, click Locations from the Settings tab. Choose Selected cities, metro areas, states/provinces, and countries/regions.

Add the locations to exclude by clicking Search or Browse, then searching (or browsing) for the right location and finally clicking Exclude next to the appropriate items on the list. Click Save.

Screenshot of the Excluded locations field

Website exclusions

Bing Ads website exclusions can be used to prevent specific websites from showing your ads, click the name of the campaign (in the Campaign column) that you want to edit. Click the Settings tab.

Select the checkbox next the campaigns or ad groups where you want to add the exclusion. Click Edit, and then click Other changes. In the Campaign settings list, select Website exclusions.

In the Website exclusions box, enter websites that you do not want to show your ads, one website per line (for example, www.contoso.com). To exclude your ads from an entire domain, leave off the "www" prefix (for example, contoso.com). Click Apply.

Screenshot of entry fields for Website exclusions in Advanced settings.

Bing Ads IP address exclusions

To block specific IP addresses from seeing your ads in Campaigns, select the checkbox next the campaigns where you want to add the exclusion.

Click Edit, and then click Other changes. In the Campaign settings list, select IP address exclusions.

In the IP address exclusions box, enter the IP addresses that you want to be blocked from seeing your ads. Enter one IP address per line. You can also add a range of addresses using a wildcard character (*). Click Apply.

Note: All Bing Ads IP exclusions must be added at the campaign level, not the ad group level.

Screenshot of entry fields for IP exclusions in Advanced settings.

Exclusions at the ad group level

If you have certain ads in your campaign that you’d like to treat differently, you can override campaign exclusions with ad group exclusions.

Setting ad group exclusions works the same way as for campaign-level exclusions.

Location exclusions

To apply a Bing Ads location exclusion to prevent your ads from showing in specific locations, click the Ad groups tab. Click on the ad group title (in the Ad group column) that you want to edit. Click Settings.

Click Locations, then choose Selected cities, metro areas, states/provinces, and countries/regions.

Add the locations to exclude by clicking Search or Browse, then searching (or browsing) for the right location and finally clicking Exclude next to the appropriate items on the list. Click Save.

Website exclusions

To prevent specific websites from showing your ads, Click the Ad groups tab. Click on the ad group title (in the Ad group column) that you want to edit. Click Settings.

Select the checkbox next the campaigns or ad groups where you want to add the exclusion. Click Edit, and then click Other changes. In the Campaign settings list, select Website exclusions.

In the Website exclusions box, enter websites that you do not want to show your ads, one website per line (for example, www.contoso.com). To exclude your ads from an entire domain, leave off the "www" prefix (for example, contoso.com). Click Apply.

Note: Ad-group-level website exclusions override campaign-level website exclusions.

Remember these key points:

  • Exclusions can be set at both the campaign and ad group levels.
  • You can exclude geographical locations, websites and IP addresses.
  • Creating a negative keyword list can help prevent your ad from appearing in searches.

Thanks for reading this training on campaign exclusions. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.