Google Ads placement targeting: what works in each campaign type
The short answer
Google Ads placement targeting lets an advertiser choose the websites, apps, YouTube channels and videos where ads may show. It is set per ad group in Display and eligible Video campaigns, and Demand Gen accepts placements as contextual targeting. Performance Max takes no placement targets but respects account level exclusions. Google Ads Editor imports lists in bulk.
Key takeaways
- Placements are locations on YouTube or the Google Display Network, chosen at the ad group level in Display and eligible Video campaigns.
- Display campaigns are moving into Demand Gen: Google began a phased migration tool rollout in June 2026, and Demand Gen supports placements as contextual targeting.
- Placements, topics and keywords in one ad group widen reach to any match; they do not narrow each other.
- Account level placement exclusions apply to every campaign in the account, including Performance Max, up to 65,000 per account.
- Google Ads Editor imports placements from a CSV with Campaign, Ad group and Placement columns; Display & Video 360 takes one URL per line.
What is placement targeting in Google Ads?
Placements are locations where your ads can appear on YouTube or the Google Display Network.
Definition
- Managed placement
- A website, app, YouTube channel or YouTube video that an advertiser adds to an ad group on purpose, so ads in that ad group can show there. Placements the system chooses on its own are reported but not managed.
A placement has to be part of YouTube or the Display Network for ads to appear there, and choosing one does not reserve it. Google's placement targeting help page (opens in a new tab) notes that advertisers still compete in the auction, and popular sites or videos may need higher bids to win impressions. A placement list is a set of permissions to bid, not a buy.
Which Google Ads campaign types support placement targeting today?
Placement support has changed since 2023. Video campaigns built to drive conversions lost content targeting in early 2023, Video action campaigns were upgraded to Demand Gen through April 2026, and Display campaigns are now following them into Demand Gen. The table reflects Google Ads Help as of October 2026; check the linked pages before building a campaign.
| Campaign type | Placement targeting | Placement exclusions | What to know |
|---|---|---|---|
| Display | Yes, added to ad groups: websites, apps, app categories, YouTube channels and videos (help (opens in a new tab)) | Yes | Moving into Demand Gen; a migration tool began a phased rollout in June 2026 (help (opens in a new tab)) |
| Video | Yes, added to ad groups in Video campaigns (help (opens in a new tab)); conversion focused Video action campaigns no longer exist | Yes | Video action campaigns were upgraded to Demand Gen, with the final ones by April 2026 (help (opens in a new tab)) |
| Demand Gen | Yes, as contextual targeting: ads show on content matching targeted topics, placements or keywords on the Display Network and YouTube (help (opens in a new tab)) | Yes at the account level; Google's pages disagree on ad group level exclusions (checked October 2026) | Channel controls per ad group: YouTube in-stream, in-feed and Shorts, Discover, Gmail, Maps and the Display Network (help (opens in a new tab)) |
| Performance Max | No placement targeting is described; it serves across all available inventory (help (opens in a new tab)) | Account and manager account level only | Placement reports show where ads ran (help (opens in a new tab)); exclusions apply from the account (help (opens in a new tab)) |
How do placements combine with keywords and topics in one ad group?
A placement list does not fence a campaign in when other content targeting sits beside it. Google's page on combining content targeting types (opens in a new tab) says ads show on content that matches any of the topics, placements or Display or Video keywords targeted. Adding a topic beside a placement list widens reach to every page on that topic, across the network.
Removal works the same way. The add and edit placements page (opens in a new tab) warns that removing a placement does not always stop ads from showing there: if the ad group still has matching keywords or topics, the site can be reached through them. To keep ads off a site, exclude it.
How do placement exclusions work at the campaign, account and manager level?
Exclusions are the safety net under every placement strategy, and they are the only placement control in Performance Max. Google documents three levels.
| Level | Where it applies | Documented limits and notes |
|---|---|---|
| Campaign or ad group | Display and Video campaigns; Demand Gen relies on account level exclusions | Set per campaign; does not reach Performance Max |
| Account | All campaigns in the account, including Performance Max, and since March 2024 the Search Partner Network (help (opens in a new tab)) | Up to 20,000 exclusions at a time and 65,000 per account; Google says new exclusions typically take effect within 12 hours |
| Manager account list | Linked client accounts that inherit the list (help (opens in a new tab)) | Google's help pages disagreed when checked in October 2026: one says exclusion lists can only be created in manager accounts, another that each client account can have up to 20; one gives 250,000 exclusions per manager list, another 65,000 per list. Confirm the limits in the account |
Placement exclusions sit beside content suitability settings. Google's content suitability page (opens in a new tab) describes three inventory types for YouTube, the Display Network and Google Video Partners, from Maximum to Limited, which do not apply to App or YouTube Sponsorship campaigns. Google also states that it cannot guarantee all related content will be excluded, so a reviewed inclusion list adds a second, named control.
How do you import a placement list with Google Ads Editor?
Google Ads Editor is the practical route for lists of more than a few dozen placements. Google's CSV preparation page (opens in a new tab) sets the ground rules: each row describes a single entity, the first row is treated as column headers, and the file must be saved as CSV because Editor does not import XLS files.
| Column | What goes in it | Accepted header names |
|---|---|---|
| Campaign | The campaign that holds the ad group | Campaign, Campaign name |
| Ad group | The ad group that receives the placement | Ad group, Ad group name |
| Placement | The website or placement to target | Placement, Website URL, Website |
| Type | Negative or Campaign negative marks an excluded placement; no other value is documented for placement rows | Type, Criterion type |
| YouTube channel or video | The channel ID or video ID for YouTube placements | Channel ID, Video ID |
Five steps to load an approved site list into Google Ads
- Start from the approved version. Export the exact list the client signed off, with its version number in the file name.
- Build one row per placement. Fill Campaign, Ad group and Placement on every row, using the standard column names (opens in a new tab).
- Save as CSV. Keep the header row in English and avoid spreadsheet formats Editor will not read.
- Import and review before posting. Check Editor's proposed changes for unmatched campaigns or ad groups, then post.
- Count what landed. Compare the placement count in the account with the approved list and record any differences.
How do site lists work in Display & Video 360?
Display & Video 360 handles lists through Apps & URLs targeting and channels. Its targeting page (opens in a new tab) lets a line item include or exclude any combination of apps, channels, collections and URLs, entered in bulk one item per line. A line item can target a combined 10,000 individual apps and URLs; larger lists belong in a channel.
A channel (opens in a new tab) is a custom group of related websites or apps holding up to 65,000 entries. Advertisers can have up to 1,000 targeting channels plus five blocking channels, and a channel blocked at partner level is blocked for every advertiser under it. For YouTube and partners line items, placement targeting (opens in a new tab) covers channels, videos, URLs, apps and collections; adding YouTube placements alone does not stop ads on the Display Network, so exclude other inventory sources when only YouTube is wanted.
How does PlacementGraph prepare placement lists for Google Ads?
What should a buyer check before uploading placements?
Pre-upload checklist for a Google Ads placement list
- The campaign type supports placement targeting as of today's Google Ads Help, including any Display to Demand Gen migration status.
- The ad group holding the placements has no topic or content keyword targets that would widen reach.
- Account level exclusions and content suitability settings are in place before the campaign goes live.
- Every row of the CSV names a campaign, an ad group and one placement, with excluded rows marked Negative.
- The imported placement count matches the approved version, and differences are explained.
- A date is set to read the placement report and reconcile served placements with the approved list.
For the earlier stages, from brief to approved list, see the programmatic media planning guide. For deciding which content categories to exclude, see the brand suitability guide.
Guides in this hub
Every guide in the Google Ads placements hub, each written to answer one question in full.
- GlossaryWhat are automatic placements in Google Ads, and how do you prune them?What automatic placements are in Google Ads, how other targeting picks them, how they differ from chosen placements, and how to review, promote or exclude them.
- How-toHow do you set negative keywords for the Display Network and YouTube?Set content keyword exclusions in Google Ads at ad group, campaign and account level: the 1,000 term limit, exact match, surface coverage and news safeguards.
- ExplainerWhat are custom segments in Google Ads, and why are they not a placement list?How Google Ads custom segments use keywords, URLs and apps to reach people, why a custom segment is not a placement list, and when to use the two together.
- ExplainerWhat does the Display to Demand Gen migration change for placement lists?How Google is moving Display campaigns into Demand Gen, the dates, why migration cannot be undone, and what happens to placements and exclusions along the way.
- GlossaryWhat are display keywords in Google Ads, and how do they match?Display keywords in Google Ads match ads to the central theme of pages and videos: how matching works, how they mix with placements, and where they run.
- GuideHow do you choose managed placements on the Google Display Network?A guide to choosing managed placements on the Google Display Network: placement types, the Targeting and Observation setting, ad group design and the reports.
- GuideHow does the DV360 authorized sellers setting filter inventory?How the DV360 authorized sellers setting reads ads.txt and app-ads.txt, which option to pick for resellers, where it is set and how to see what it filters.
- GuideWhich brand safety controls does Display & Video 360 offer, and where does each one apply?DV360 brand safety explained: inventory modes, content themes, labels, sensitive categories, keyword exclusions and verification, and where each one applies.
- GuideHow do channels work in Display & Video 360, from build to line item?A guide to channels in Display & Video 360: partner and advertiser channels, URL and app ID rules, limits, blocking and applying channels to line items.
- GuideHow do inventory sources work in Display & Video 360, and how do deals and site lists fit together?How inventory sources work in Display & Video 360: exchanges, deals, packages and deal groups, how each deal type is accepted, and how site lists layer on top.
- How-toHow do you set viewability targeting in DV360?How to set predicted viewability and environment targeting in Display & Video 360, how both narrow a site list's delivery, and which metrics to report.
- How-toHow do you keep low quality sites out of Google Display campaigns?A weekly routine for keeping made-for-ads and low quality sites out of Google Display campaigns: settings, placement reviews, exclusions and inclusion lists.
- ExplainerWhat are digital content labels in Google Ads, and where do they still apply?What Google Ads digital content labels and sensitive content exclusions do on the Display Network and video partners, and why YouTube ads no longer use them.
- How-toHow do you bulk upload placements with Google Ads Editor?Bulk upload placements with Google Ads Editor: a sample sheet, the column values that matter, the import steps, and the review to run before you post changes.
- ChecklistWhy does Google Ads Editor reject placements, and how do you fix each error?A checklist for Google Ads Editor import errors on placement files: header mismatches, encoding, duplicates, campaigns that refuse placements, and upgrades.
- How-toHow does Google Ads language targeting work, and how should a bilingual campaign set it?How Google Ads language targeting reads the languages a person understands, why it is not the page language, and how to set it for English and French Canada.
- How-toGoogle Ads location targeting: when to choose Presence over Presence or interestHow Presence and Presence or interest work in Google Ads, why they matter near the US and Canada border, and which setting a Canada only campaign should use.
- How-toHow to set up placement exclusions in Google Ads, level by levelHow to set placement exclusions in Google Ads: pick the right level, format domains and app IDs, build shared exclusion lists and plan around limits and timing.
- How-toHow do you test two placement lists in Google Ads?How to test two placement lists in Google Ads: set up a custom experiment, split traffic fairly, pick the run length, read the scorecard and apply the winner.
- How-toHow do you automate placement exclusions with Google Ads scripts?Use Google Ads scripts to review placements and add exclusions on rules: the script methods, which rules to automate, safeguards, logs and who approves.
- GlossaryWhat is topic targeting in Google Ads, and when does it help?Google Ads topic targeting explained: where topics run on the Display Network and YouTube, how they widen a placement list, when to use them and how to exclude.
- How-toHow do you read the where ads showed report and turn it into list changes?How to read the Google Ads where ads showed report: what each row means, what it leaves out, and how to turn findings into placement and exclusion list changes.
- GlossaryGoogle Display Network targeting options: what each one selects and how they combineThe main Google Display Network targeting options in one table, from placements and topics to audiences, location and devices, and how they combine.
- ChecklistWhat should a media buyer check between an approved list and live placements?The media buyer's checklist from an approved placement list to live delivery in Google Ads and Display & Video 360, with three sign offs and a review rhythm.
- How-toHow do you exclude mobile apps in Google Ads, and why do they keep appearing?How app placements and app categories work on the Google Display Network, how to exclude mobile apps by ID, and why apps show up in your placement reports.
- ExplainerWhat does optimized targeting in Google Ads do to a placement plan?How optimized targeting in Google Ads reaches past your chosen signals, which campaigns use it, how it treats placements, and how to turn it off and audit it.
- ExplainerDo Google ads still show on parked domains?What a parked domain is, how Google Ads stopped serving on parked domains in February 2026, and how to read old placement reports for parked and error pages.
- How-toHow do placement exclusions work in Performance Max?Which placement, brand and content exclusions Performance Max respects at account and campaign level, which surfaces they reach, and how to check where ads ran.
- GuideHow should campaigns and ad groups be built around placement lists?How to structure Google Ads campaigns and ad groups around placement lists by theme, market and tier, so bids, reporting and control stay clean after launch.
- How-toHow do bid adjustments work for placements?How placement bid adjustments work in Google Ads Display campaigns: the bid strategies that allow them, custom placement bids, Smart Bidding and stacking.
- How-toHow should a placement list be formatted so the import matches?How to format a placement list so imports match: protocols, www, subdomains, paths, letter case, duplicates and file encoding, with Google's documented rules.
- How-toWhy is a Google Ads placement not serving?Why an added Google Ads placement gets no impressions: bids, eligibility, campaign type, targeting layers and inventory, and when to remove or exclude it.
- FrameworkPlacement targeting strategy: when to run a list alone, and when to add content targetingA decision framework for placement targeting: when to run a narrow list alone, when to add topics or keywords, and how list size and objective change the plan.
- How-toHow do you exclude Search partner sites in Google Ads?How account level placement exclusions reach Google Search partner sites since March 2024, how to read partner placements, and when to switch partners off.
- GlossaryWhat do the Targeting and Observation settings change for a placement plan?What the Targeting and Observation settings do for placements, topics and audiences in Google Ads, how layers combine, and how one wrong choice widens a plan.
- How-toHow do you upload an approved site list to a DSP?How to load an approved site list into a DSP as an inclusion or exclusion list, which file formats work, the checks after upload and how to keep it in sync.
- How-toHow do URL placements work in Google Ads, from whole domains to single pages?How domain, subdomain and page level URL placements work in Google Ads, how each shows up in reports, and when a single URL is the right placement for a plan.
- ChecklistHow do you verify a bulk placement import in Google Ads?A checklist for verifying a bulk placement import in Google Ads: who checks the count, which fields to read, how to confirm exclusions held, and what to log.
- ExplainerHow does viewable CPM bidding work with placement lists?How viewable CPM bidding works on the Display Network: what Google counts as viewable, which campaigns offer vCPM, and how bids work with placement lists.
- How-toHow do you upload YouTube channels and videos with Google Ads Editor?How to upload YouTube channel and video placements with Google Ads Editor: the ID each row needs, which campaigns accept them, bulk exclusions and post checks.
Frequently asked questions
Can I target specific YouTube channels in Performance Max?
Google's Performance Max documentation describes no placement targeting. The campaign serves across all available inventory and optimizes toward its goals. What it does respect is account level and manager account level placement exclusions, so channels and sites you never want can be blocked there, but you cannot restrict it to a chosen list.
Does adding a placement guarantee my ads will show there?
No. A placement only makes a site, app or video eligible. Advertisers still compete in the auction, popular placements may need higher bids, and a placement must be part of YouTube or the Display Network to serve at all. Read the placement report after launch to see where ads actually ran.
What is the difference between a placement and a topic?
A placement names a specific site, app, channel or video. A topic names a subject, and Google decides which pages about that subject qualify. Combined in one ad group they widen reach to any match, so a planner who wants an exact list should keep topics out of that ad group.
Can I exclude youtube.com or other Google domains in Display & Video 360?
Not as a URL. Display & Video 360's targeting help says any URL associated with a Google domain, such as youtube.com, cannot be added as a placement exclusion. To keep a line item off YouTube, exclude the inventory source at the line item level rather than listing the domain.
How quickly do account level placement exclusions take effect?
Google's help page says new account level exclusions typically take effect within 12 hours. Add them before a campaign launches, not on launch day, and confirm in the placement report during the first days that excluded sites are not receiving impressions.
What is an ad placement?
An ad placement is a specific location where an ad can show. In Google Ads it is a website, an app, a YouTube channel or a YouTube video on the Display Network or YouTube. Adding a placement to an ad group makes that location eligible; it does not guarantee impressions, because bids and the auction still decide delivery.
Sources
- About placement targeting (opens in a new tab)Google Ads Help
- Add, edit, and copy placements (opens in a new tab)Google Ads Help
- About combining content targeting types (opens in a new tab)Google Ads Help
- Google Display Ads campaigns have a new home in Demand Gen (opens in a new tab)Google Ads Help
- Demand Gen audiences overview (opens in a new tab)Google Ads Help
- Channel controls in Demand Gen campaigns (opens in a new tab)Google Ads Help
- Video Action Campaigns are being upgraded to Demand Gen (opens in a new tab)Google Ads Help
- Demand Gen Frequently Asked Questions (FAQ) (opens in a new tab)Google Ads Help
- About Performance Max campaigns (opens in a new tab)Google Ads Help
- How to use brand suitability features in Performance Max (opens in a new tab)Google Ads Help
- Exclude placements at the account level (opens in a new tab)Google Ads Help
- About content suitability (opens in a new tab)Google Ads Help
- Prepare a CSV file (opens in a new tab)Google Ads Editor Help
- CSV file columns (opens in a new tab)Google Ads Editor Help
- App, channel, and website targeting (opens in a new tab)Display & Video 360 Help
- About channels (opens in a new tab)Display & Video 360 Help
- Targeting for YouTube & partners and Demand Gen line items (opens in a new tab)Display & Video 360 Help
Researched and written by PlacementGraph Research. Read how we research, source and update these pages. Corrections: diana@placementgraph.com.