Google Display Network Placements: Whitelisting vs Exclusion Strategies

Search Ads are about Intent. Display Ads are about Context. But the "Context" on the Google Display Network (GDN) is mostly garbage. Mobile games. Dictionary apps. Click-bait news sites. If you launch a GDN campaign with default settings, 90% of your budget will be wasted on accidental clicks from toddlers playing games on their parents' phones. To win on GDN, you must move from a strategy of "Exclusion" (blocking bad sites) to a strategy of "Whitelisting" (targeting only good sites).

In this guide, we break down the Application Exclusion Framework, the "Managed Placement" Strategy, and how to identify bot farms in your placement reports.

The Financial Logic of Placements

• Open Exchange:
  • CPM: $1.00.
  • Conversion Rate: 0.05%.
  • CPA: $200. (Mostly accidental clicks).
• Whitelisted Placements (e.g., NYTimes, Forbes):
  • CPM: $10.00.
  • Conversion Rate: 0.5%.
  • CPA: $20.

The Tradeoff: You pay 10x more for the impression, but you get 10x more efficiency because the user is actually looking at the content, not trying to close a popup.

Theory: The "Mobile App" Trap

Google Ads Aggressively pushes Mobile App inventory because it has billions of impressions. It is almost always worthless for B2B. The user is playing "Angry Birds." Your ad pops up between levels. They try to click "X" but miss and click your ad. You pay $1. They bounce instantly. Rule #1 of GDN: Kill the Apps.

Framework: The Exclusion Hierarchy

You cannot just "uncheck" mobile apps anymore. Google removed that button. You must use these workarounds:

1. Placement Exclusions: Add googleadsense_without_youtube.com as a Website exclusion. (This blocks many AdSense-for-Domains sites).
2. Topic Exclusions: Exclude "Games," "Jobs & Education" (often spammy), and "Sensitive Themes."
3. Category Exclusions: In "Content Suitability," uncheck "Content suitable for families" (blocks kids sites) and "DL-G" (General Audiences).

Execution: The Whitelist Strategy

Instead of trying to block the 2 million bad sites, just target the 500 good ones.

1. Research: Use a tool (like SparkToro or similar) to find where your audience reads. (e.g., TechCrunch, WSJ, industry blogs).
2. Build List: Create a list of 50-100 high-quality domains.
3. Targeting: Set your Ad Group targeting to "Placements" and upload your list.
4. Targeting Setting: Ensure "Targeting Expansion" is turned OFF. If it's on, Google will use your list as a "Signal" but still show ads on "Candy Crush."

Advanced Strategy: The "Competitor Channel" Conquest

YouTube channels are "Placements." You can target specific YouTube Channels with Display Ads (Overlay ads or Companion banners).

• Tactic: Find your top 5 competitors' YouTube channels.
• Action: Add them as "Placements."
• Result: Your banner appears next to their video.
• Cost: Pennies.

Case Study: The SaaS "Re-Launch"

Client: Enterprise HR Software Problem: distinct lack of demo requests from Display. $5k spend, 0 conversions. Audit: 80% of spend was on "Mobile App: Talking Tom Cat" and "Mobile App: Flashlight."

The Fix:

1. Excluded all Mobile Apps (using the content exclusions).
2. Switched to "Managed Placements" only.
3. Targeted: shrm.org, hr-brew.com, linkedin.com (Partner Network), forbes.com/leadership.
4. Result:
   • Spend dropped to $1k (lower volume).
   • Conversions rose to 15 demos/month.
   • Lead Quality: 100% match.

Pitfalls to Avoid

1. "Optimized Targeting"

This is the silent killer. In your Ad Group settings, Google defaults "Optimized Targeting" to ON. This means: "We will look at your Placements, but if we think we can find a conversion elsewhere (e.g., on a gaming app), we will go there." Fix: Turn it OFF for strict whitelisting.

2. Ignoring "Unknown" Placements

Google hides some URLs as "Anonymous.google". You can't see where you appeared. Fix: If "Anonymous" spend is >10%, exclude it. You have a right to know where your brand appears.

3. The "Above the Fold" Fallacy

You might think "Below the Fold" ads are bad. Actually, "Read Through" behavior means users often engage more at the bottom of an article. Don't blindly exclude "Below the Fold" inventory types unless your data proves it's bad.

Summary

The GDN is a jungle. Whitelisting is your machete. Don't be a tourist.

Your Placement Checklist:

1. Exclude All Apps (via Categories or Editor).
2. Build a "Top 100" Whitelist of industry sites.
3. Turn OFF Optimized Targeting.
4. Review "Where Ads Showed" weekly and exclude new junk.

Quality over Quantity. Always.