Google Ads has recently implemented new restrictions on country-level location exclusions. Advertisers will now be limited to excluding a maximum of 120 entities. If they exceed this limit, they will receive a warning notification from Google. This change was brought to light by the Google Ads marketing agency PPC Sauce. They reported that they were previously able to exclude all countries except for specific ones, such as the US or Australia, without any limitations. However, now they are restricted by the new policy.
The warning notification that advertisers receive when surpassing the 120-country limit is aimed at simplifying location targeting workflows. Google Ads Liaison Officer Ginny Marvin explained that the company recommends using positive geographic targeting instead. While this may cause concern for advertisers who rely on exclusion lists to control where their ads appear, Google assures them that there is no need to exclude areas that haven’t been targeted before. Ads will only be shown in places explicitly targeted by the advertisers.
Google emphasizes the importance of where ads shouldn’t appear as much as where they should appear. Limiting advertisers’ control over location exclusions may raise questions about campaign success. However, Google’s intention seems to be streamlining the process and encouraging advertisers to focus on positive geographic targeting.
For more information on excluding ads from geographic locations, Google provides a guide that delves deeper into the topic. It offers detailed insights and instructions on how to navigate these changes effectively.
In conclusion, Google Ads has introduced new restrictions on country-level location exclusions, limiting advertisers to 120 entities. While this may initially cause concern for some advertisers, Google aims to simplify location targeting workflows and encourages the use of positive geographic targeting instead. Advertisers need not worry about excluding areas they haven’t previously targeted, as ads will only be shown in explicitly targeted locations. For further guidance, Google provides a comprehensive guide to excluding ads from geographic locations.
