Question

Despite using audience filters and content exclusions, our ads are still showing under suspicious or low-quality profiles. What advanced placement controls can help?

Answer 1

If your ads are still appearing alongside low-quality or suspicious YouTube channels or placements—despite standard audience filters and content exclusions—you’ll need to apply advanced placement controls and inventory strategies. 

Here’s how to tighten your control and protect brand integrity:

1. Use Placement Exclusion Lists (Regularly Updated)

• Create and maintain a custom placement exclusion list to block specific channels or video URLs.

• Use tools like Brand Safety API tools (e.g., Zefr, Integral Ad Science, or DoubleVerify) to identify problematic placements at scale.

• Exclude low-quality content such as:

  • Children’s content (if not relevant)

  • Reused content channels

  • Bot-heavy “music loops” or keyword-stuffed videos

2. Switch to 'YouTube Select' Inventory (if available)

• YouTube Select allows you to advertise only on high-performing, vetted content in specific categories (e.g., tech, beauty, sports).

• Available to higher-spend advertisers or through Google account reps.

3. Narrow Inventory Type to ‘Limited’

• In your campaign settings, choose the “Limited Inventory” option.

• This reduces exposure to videos with sensational or borderline content, though it also limits reach.

4. Run Placement Reports and Manually Audit

• In Google Ads > Reports > “Where Ads Showed,” pull placement-level data regularly.

• Flag channels or videos with:

  • High impressions but poor engagement

  • Spammy names or suspicious view counts

• Add them to your exclusion list proactively.

5. Layer Topic & Keyword Exclusions

• Exclude entire topic categories such as “Children’s Entertainment,” “Gaming,” or “Political Commentary” if irrelevant.

• Add broad-match negative keywords to prevent thematic mismatches.