What are IP Exclusions in Google Ads?

Click fraud can eat up your ad expenditure in several ways, including click farms, bot traffic, and competitors clicking on your advertising. The IP-blocking feature is a blessing in light of the growing prevalence of click fraud in Google Ads. You can choose who can and cannot see your ads in Google advertising by using IP exclusions. This enables you to prevent advertisements from showing up in particular locations. Up to 500 IP addresses of users you do not want to see your adverts can be manually entered using IP Exclusions. 

Why Use IP Exclusions?

Low-quality clicks negatively affect your company’s marketing, draining your ad budget, causing you to lose money, and even driving away clients from competing businesses. One effective technique to prevent unauthorized clicks on your online ads is to block an IP address. This is helpful if you notice someone clicking on your advertising again and over again without making a purchase, particularly if they are a competitor. Even consumers who don’t like your brand can purposefully click on your advertisements to negatively impact your company. Blocking the IP addresses linked to these malicious activities is one way to defend yourself against these risks.

Manual or Automated Exclusions?

Manually blocking IP addresses is only helpful for minor issues, like a few clicks from your home or work. It doesn’t work well against widespread click fraud when your ad money is quickly drained by bots and bad people.

The preferable option is Automatic IP exclusion. It involves maintaining an eye on your advertisements, identifying bogus clicks, and immediately banning malicious IP addresses. In this manner, you can improve the effectiveness of your advertising campaign while safeguarding your money.

Excluding and Blocking IP Exclusions

Despite their similarities, blocking and excluding IP addresses serve different functions. Both stop certain IP addresses from visiting your website or viewing your advertisements. However, in analytics, excluding IP addresses is crucial for accurate data. Excluding your IP address, for example, guarantees that clicks from devices owned by your business won’t distort the results of your advertising campaign. You can stop undesired IP addresses from interfering with your Google ad campaign by managing a list of them in this way.

How to Setup IP Exclusions?

  1. Go to Settings: When in the Google Ads panel, go to “Settings”.
  2. Find IP Exclusions: IP Exclusions Information can be found under Additional settings or Advanced settings.
  3. Create a New Exclusion: Go to Exclusions and click on New Exclusion.
  4. Enter IP Addresses: In the Blocked IPs section, you enter the exact or range of IP addresses you wish to ban.
  5. Save Your List: To complete the IP exclusion list, click on the “Save” button.

How to Remove IP Address from the List?

Why would you want to remove an IP address? Since IP addresses change often, you run the risk of unintentionally blocking actual clients. Additionally, you must create space for additional IP addresses because Google only permits 500 on the exclusion list. To remove an IP address from the exclusion list, follow these steps:

    1. Go to the Google Ads campaign or account settings page.
    2. Locate the section in which the IP address was added to the list of exclusions.
    3. Remove the IP address you wish to exclude instead of adding a new one.
    4. Save the changes that you made.

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