Stop Wasting Money! How to Fight Spam in Google Display Ads

By: Jyll Saskin Gales, Google Ads Coach

Are you tired of your Google Display ads showing up on irrelevant, low-quality, or even spammy websites? You're not alone! This is a common frustration for many advertisers. Let's explore why spam placements happen and, more importantly, how to combat them.

This matters because spam placements waste your ad budget and hurt your brand image. No one wants their business associated with questionable websites. By understanding how to tackle this issue, you can ensure your ads reach the right audience and drive meaningful results.

What are Display ads in Google Ads?

Google Display ads appear on a vast network of websites and apps called the Google Display Network. They come in various formats, from text and image to video content. While offering massive reach, this network sometimes leads to ads appearing alongside content that doesn't align with your brand.

Why Spam Display Placements Happen

To understand culprit behind spam placements, you have to understand how Google AdSense works. Website owners use AdSense to monetize their sites by displaying ads. Unfortunately, some prioritize quick ad revenue over providing quality content and user experience. This can result in your ads appearing on spammy or irrelevant websites.

Fighting Back Against Spam: Your Action Plan

While you can't completely eliminate the risk of spam placements, you can significantly reduce them with the right strategies. Here's your three-step action plan:

1. Content Exclusions: Think beyond individual website blocks. In your Google Ads campaign settings, you can exclude entire categories of content. Consider excluding:

   • Sensitive content: for example, "Tragedy and conflict," "sensational and shocking"
   • Content types: for example, "Parked domains," "live streaming"
   • Content not yet labeled: This helps avoid content Google hasn't categorized, which may be low-quality.

2. Conversion-based Bidding: Don't just focus on impressions or clicks. Shift to a conversion-focused bid strategy. This tells Google Ads to prioritize ad placements more likely to result in valuable actions like sales or leads. If you're bidding low on manual cost-per-click (CPC), you might attract only the lowest-quality placements.

3. Demand Gen Campaigns: If you're still struggling with spam despite your best efforts, consider Demand Gen campaigns. These campaigns limit your ads to Google-owned properties (YouTube, Gmail, Discover), significantly reducing the risk of undesirable placements.

By implementing these strategies, you can have better control of your Display ad placements and ensure your campaigns reach the right audience on quality websites. Remember, it's about optimizing your ads for both visibility and brand safety.