GOOGLE ADS - IP EXCLUSIONS
IP ranges of data centres (AWS, Google Cloud, Azure)
3.0.0., 3.1.0., 3.2.0., 13.32.0., 13.33.0., 13.34.0., 13.35.0., 18.128.0., 18.129.0., 18.130.0., 8.34.208., 8.34.209., 8.34.210., 34.64.0., 34.65.0., 34.66.0., 104.196.0., 104.197.0., 104.198.0., 104.199.0., 4.128.0., 4.129.0., 4.130.0., 13.64.0., 13.65.0., 13.66.0., 20.33.0., 20.34.0., 20.35.0., 104.131.0., 45.79.0.*
Instructions for adding IP addresses in Google Ads:
Go to account settings → Section "IP address exclusions" → Add IP addresses (maximum 500 per campaign) → Use an asterisk () for ranges, e.g. 192.168.1.
GOOGLE ADS - PLACEMENT EXCLUSIONS
Low-quality news portals
tvn24.pl, onet.pl, wp.pl, naTemat.pl, pudelek.pl, se.pl, forum.gazeta.pl, komentarze.wp.pl, news.grets.store
Games and entertainment
gry.pl, grajteraz.pl, friv.com, coolmathgames.com, abcya.com, gamefaqs.com
Global MFA domains (Made For Advertising)
parentinfluence.com, everydaykoala.com, definition.org, 247mirror.com, historyobsessed.com, chacha.com, pch.com, answers.com, ask.com, urbandictionary.com, britannica.com, entrepreneur.com, inc.com
E-commerce & Other
ebay.com, zillow.com, trulia.com, target.com, tumblr.com, aol.com, cnn.com, nytimes.com, forbes.com, foxnews.com, usatoday.com, yahoo.com, espn.com, buzzfeed.com
Dating i lifestyle
match.com, zoosk.com, popsugar.com, vietsingle.com
GOOGLE ADS - MOBILE APPLICATION EXCLUSIONS
Popular mobile games (Android - 2- format)
mobileapp::2-com.king.candycrushsaga, mobileapp::2-com.rovio.angrybirds, mobileapp::2-com.supercell.clashofclans, mobileapp::2-com.outfit7.talkingtom, mobileapp::2-com.mojang.minecraftpe, mobileapp::2-com.supercell.hayday, mobileapp::2-com.imangi.templerun2, mobileapp::2-com.ea.games.r3_row
iOS (1- format)
mobileapp::1-com.king.candycrushsaga, mobileapp::1-com.rovio.angrybirds, mobileapp::1-com.supercell.clashofclans, mobileapp::1-com.outfit7.talkingtom
Application categories to exclude (in Content Exclusions settings)
Games, Kids & Family Games, Casual Games, Weather Apps, Utility Apps, Social Apps (niszowe)
GOOGLE ADS - YOUTUBE CHANNEL EXCLUSIONS
Children's channels (Polish and international examples)
youtube.com/c/PeppaPigOfficial, youtube.com/c/SuperSimpleSongs, youtube.com/c/LittleBabyBum, youtube.com/c/CoComelon, youtube.com/c/BabySharkOfficial, youtube.com/c/BlippiOfficial, youtube.com/c/RyanToysReview, youtube.com/c/KidsTV123
Gaming for children
youtube.com/c/Minecraft, youtube.com/c/PrestonGamez, youtube.com/c/UnspeakableGaming, youtube.com/c/DanTDM
Exclusion instructions on YouTube:
In video campaigns, go to "Destinations" → Add exclusions → "YouTube channels" → Paste the channel URL or channel ID
META ADS (FACEBOOK/INSTAGRAM) - EXCLUSIONS
Disabling Audience Network
RECOMMENDATION: Completely disable Audience Network in your campaign settings
Categories to exclude in Audience Network
Gambling, Politics, Religion, Dating, Debated social issues, Adult content
Application block list (examples)
com.king.candycrushsaga, com.rovio.angrybirds, com.supercell.clashofclans, com.outfit7.talkingtom, com.mojang.minecraftpe
Block list of domains (add based on reports)
tumblr.com, reddit.com (add domains with low CR based on reports where adverts were displayed)
MONITORING AND UPDATING
Check weekly:
Where ads were displayed report (Google Ads), Breakdown by placement (Meta Ads), Google Analytics: sources with high bounce rates, Costs by location/device
Support tools:
ClickCease - automatic spam detection, Lunio - protection against invalid traffic, TrafficGuard - traffic quality monitoring
Dynamic lists:
Consider subscribing to automatic exclusion lists (available from 2024): Lunio Exclusion Lists, Level Agency GDN Lists, DirectOM Block Lists
IMPORTANT NOTES
⚠️ Do not exclude all data centre IPs at once – start by monitoring and gradually add more
⚠️ Test exclusions – some may be too restrictive for your industry
⚠️ Update regularly – new spam domains are constantly appearing
⚠️ Keep a backup – save exclusion lists before making changes
✅ Priority: Exclude mobile applications and Audience Network first – this will have the greatest qualitative effect
