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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.

If you want to prevent your ad from appearing in specific locations, on specific web sites within the syndicated partner network, or prevent your ads from displaying to certain IP addresses, you can edit targets and make specific 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.

Campaign exclusion features allow 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.

It’s also good to remember that you can use negative keywords or keyword phrases to help prevent your ad from being displayed when a search query or other input contains your keywords but is irrelevant to your landing page content.

How do I prevent my ads from showing in specific locations?

To prevent your ads from showing in specific locations, first click Campaigns located at the top of the page. To exclude specific locations at the campaign level, click the Campaigns tab. Click the name of the campaign (in the Campaign column) that you want to edit. Click the Settings tab.

To exclude specific locations at the ad group level, click the Ad groups tab. Click on the ad group title (in the Ad group column) that you want to edit. Click Settings. Click Edit location targets next to Location and then select Let me choose specific locations.

Select locations you want to exclude — cities and metro areas within the United States, Canada, United Kingdom, France, and Australia; states/provinces; countries/regions; or postal codes — by searching for your specific location and clicking Exclude from the search results. (Note: You cannot exclude using radius targeting.) Click Done.

Screenshot of the Excluded locations field

How do I prevent specific websites from showing my ads?

The Bing Network is more than just Bing, Yahoo and AOL. It also includes a wide network of syndicated search partners. To prevent specific websites on the syndicated partner network from showing your ads, first click Campaigns located along the top of the page.

To exclude specific locations at the campaign level, click the Campaigns tab. Click the name of the campaign (in the Campaign column) that you want to edit. Click the Settings tab.

To exclude specific locations at the ad group level, 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).

After you are done making your changes, click Apply.

Screenshot of entry fields for Website exclusions in Advanced settings.

Note:

  • You can specify a maximum of 2,500 URLs to exclude.
  • Each URL must specify the domain name, and can specify one subdomain name and a maximum of two directories.
  • Duplicate URLs are not added.
  • Ad-group-level website exclusions override campaign-level website exclusions.

How do I block specific IP addresses from seeing my ads?

To block specific IP addresses from seeing your ads, first click Campaigns located along the top of the page. Click the Campaigns tab located in the middle of the page. 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 (*). After you are done making your changes, click Apply.

Note:

  • All Bing Ads IP exclusions must be added at the campaign level, not the ad group level.
  • You can exclude a maximum of 100 IP addresses (or IP address ranges) per campaign.

Screenshot of entry fields for IP exclusions in Advanced settings.

Use a Negative key word list to prevent ad display

You can use negative keywords or keyword phrases to help prevent your ad from being displayed when a search query or other input contains your keywords but is irrelevant to your landing page content.

For example, if your ad sells shoes and you have specified tennis shoes as a keyword, you can prevent your ad from being displayed in response to a search on tennis courts by using courts as a negative keyword.

This chart shows the two ways you can add negative keywords:

Add negative keywords

For more information, watch a video about negative keywords.

Remember these key points:

  • You can set up ad display prevention at both the campaign and ad group levels.
  • You can set ad display prevention for 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.