Match content in Google advertising

The Content Customization page or in English Content Suitability is a page that helps us avoid showing our ads in locations that are not relevant to our business, when we perform Advertising on Google Through Display and YouTube campaigns.

The advantage of this tool, is that through it we can avoid advertising our business in locations that could damage our reputation or just waste us money because our audience is not there.

For example, if we target a religious audience, we may ask Google to refrain from posting our ads on pages or sites that contain sexual content or any allusion to such content, etc.

If we are targeting an adult audience, we can exclude locations that include children's games or children's YouTube channels.

It is important to note that in this tool any change we make is at the account level, that is, it will be applied to all Display/YouTube campaigns.

In the following article we will talk about the variety of options we have in order to adapt our ads to the right locations.

Inventory type

In this section of the page, we can choose the type of route we want for our ads.

It is divided into 3 different routes, in different exacerbations:

Expanded Inventory:

This route avoids the publication of ads with particularly sensitive content, such as excessive profanity, graphic sexual content and nudity and, in addition, graphic violence and serious injury.

Standard Inventory:

This route is generally suitable for most businesses, avoiding the advertising of ads with repeated profanity, sexual content, discussions of sex and real or imagined violence.
Also contains the exclusions of an expanded inventory route.

Limited Stock:

This route is particularly strict, it avoids advertising the ads in the same content as the previous tracks and, in addition, avoids moderate profanity and content with moderate sexual innuendo.

You can compare the content types in depth by clicking on the button Compare inventory types

Advanced settings

In this part of the page we will access the settings that give more targeted control, immediately we will talk about the options:

Exclusion of sensitive content:

We can exclude sensitive content according to different categories of sensitive content that Google offers us such as tragedy and conflict, sexual innuendo, etc.

Exclusion by types and contraindications:

HERE WE CAN EXCLUDE BY TYPES OF AUDIENCES AND CONTENT, FOR EXAMPLE THE EXCLUSION OF ADS IN LIVE VIDEOS ON YOUTUBE, THE EXCLUSION OF AUDIENCES THAT NEED PARENTAL SUPERVISION, THE EXCLUSION OF OLDER AUDIENCES, AND MORE.

Exclusion by content category:

Here it is possible to exclude by content category, Google gives us a list of categories to choose from.

Exclusion by keywords:

We can add keywords that are irrelevant for our ads. For example, war, drugs and weapons. Or just keywords that will prevent our ads from appearing in unsuitable locations.

Exclusion by locations:

We can pre-exclude YouTube channels, YouTube videos, websites, apps and categories of apps.

concluding

THE GOOGLE CONTENT MATCHING TOOL IS AN AMAZING TOOL THAT CAN BE HELPFUL IN DIRECTING ADS TO THE RIGHT LOCATIONS, BY ELIMINATING IRRELEVANT CONTENT. We can avoid wasting marketing budget on unnecessary locations.

If we do research work beforehand we can reach the relevant audience much faster.

And if, while the campaigns are working, we keep track of the different locations they appear in, we can exclude more locations, and thus be able to make our ads even more precise.