Tutorial: excluding Google Ads period via Data Exclusion

What is data exclusion?

Data exclusion refers to the exclusion of certain data. In Google Ads, the data collected is essential to the functioning of Smart Bidding. Errors in this data can negatively affect the results of your Smart Bidding campaigns. To prevent this, you can use data exclusion.

Note: Overuse of data exclusion can also be detrimental to Smart Bidding's data collection. So use it in moderation.

Why would you want to exclude a period in Google Ads (3 examples)?

There are numerous reasons why you might want to exclude certain time periods in Google Ads. Here are some examples:

Conversion tag does not work

If your conversion tags are not working correctly, it can affect the accuracy of your conversion data. It can also happen that you accidentally disabled a conversion tag and only found out about it later. In either case, you can choose to exclude the data in question.

Ongoing actions

An ongoing action can have a significant impact on your results, especially in the short term. For example, a temporary action may lead to a spike in conversions. However, this may not be representative of the rest of the time. Therefore, you want to exclude the data from that action to have a fairer picture of the results over a longer period of time.

Seasonal changes

Different seasons and periods during the calendar year can affect your conversions. Consider the Christmas season, Black Friday and other holidays and sales. These dates can also be excluded.

Exclude a period in 9 steps with Google Ads via Data Exclusion

Excluding a period in Google Ads can be tricky if you haven't worked with this before. That's why we have a step-by-step guide for you here:

Step 1: Log in to your Google Ads account.

Step 2: Click on the Tools and settings icon.

Step 3: Click on Bidding Strategies (under Shared Library)

Step 4: Click "Advanced Controls" and then "Data Exclusions."

Step 5: Click the blue plus sign to create a new data exclusion.

Step 6: Fill in the required data, such as the name and description of the exclusion. It is helpful to use a relevant name, such as the start and end time of the period.

Step 7: Fill in the Range. By this they mean accounts and devices. This allows you to exclude data from specific campaigns or even the entire account for the period entered.

Step 8: Double-check all completed data again extra thoroughly.

Step 9: Once you are sure everything is filled in correctly, click "Save."

Once the exclusion is active, it is displayed as "Active". You can remove the exclusion at any time. The excluded data will then be used again in your Smart Bidding campaign.