Google Display Network (GDN) Placements: The 'Anti-Trash' Strategy (2024)

The Google Display Network reaches 90% of the internet. The problem is that 90% of the internet is garbage.

• Flashlight Apps.
• Clickbait Farms.
• Conspiracy Blogs.
• "Talking Tom Cat" games played by toddlers.

If you launch a Display campaign with default settings, your ads will appear on these sites. You will get thousands of clicks. You will get zero sales.

This guide teaches you how to clean the swamp.

Part 1: The "Block Everything" List

Before you even launch, apply these exclusions.

1. Mobile App Exclusion (The Nuclear Option) We covered this in the Click Fraud Guide, but it is worth repeating.

• Placement Exclusion: mobileappcategory::69500
• Status: Mandatory for B2B.

2. Sensitive Content Exclusions

• Settings: Account Settings → Content Suitability.
• Exclude: "Sensational & Shocking", "Live Streaming" (often low quality), "Parked Domains".

3. The "Kids Channel" List

• YouTube Kids channels consume massive budget with accidental clicks.
• Action: Download a "Kids Channel Exclusion List" (there are GitHub repos with 50,000+ URLs) and apply it to your Placement Exclusion List.

Part 2: Whitelisting (The "Sniper" Method)

Instead of trying to block the bad sites (infinite whack-a-mole), why not only target the good sites? This is called Whitelisting.

The Strategy:

1. Identify 50 websites where your customers actually hang out (e.g., NYTimes, TechCrunch, Specific Industry Forums).
2. Set Targeting to "Targeting" (not Observation).
3. Add these 50 URLs as Placements.

The Result:

• Impressions: Low.
• CPC: High ($2.00+).
• Quality: Ultra-Premium.
• Brand Safety: 100%.

Part 3: Topic Targeting (The Middle Ground)

If Whitelisting is too small, use Topics.

• Target: "Business & Industrial → Advertising & Marketing".
• Logic: Google places you on relevant sites.
• Risk: It is still broad. You must monitor the "Where Ads Showed" report weekly.

Summary

Display Ads are not for performance (usually). They are for Retargeting and Awareness. But "Awareness" on a flashlight app is worthless. Audit your Placements report today. If you see "Clean Master Android App", you are burning cash.