IP Exclusion Tool – Google Adwords

In Google Adwords and PPC it is possible to refine your targeting with Internet Protocol (IP) address exclusion. This tool in Ad Words enables you to specify IP Addresses where you don’t want your ads to appear.

It is possible to exclude up to 100 IP addresses per campaign. As a result, all ads in the campaign are prevented from showing for users with IP addresses you specify. However, caution is recommended because some large Internet Service Providers (ISPs) use a range of IP addresses for all their users and if you were to exclude an IP address that is a proxy for many users, you could be blocking a large amount of profitable traffic.

What Is An IP address

An IP Address is a unique number that’s assigned to every computer or device that connects to the Internet.

  • Internet Protocol (IP) addresses are assigned to Internet devices by Internet Service Providers (ISPs). Sometimes, ISPs assign the same IP address to large numbers of computers. As a result, multiple computers may have identical IP addresses.
  • IP addresses can be used to identify the location from which a computer is connecting to the Internet and help AdWords know which customers seem to be using a computer in your targeted region You can use IP exclusion to help prevent your ad from showing to a particular IP address.


Why Use the IP Exclusion Tool?

The IP exclusion tool allows you to eliminate clicks from IPs you’ve identified as malicious or irrelevant. This means it is possible to eliminate irrelevant clicks and potentially reducing costs. Also by eliminating irrelevant impressions, you’re increasing your click-through rates and you’re Quality Score.

There are also a number of other reasons you might consider using the IP Exclusion Tool. Some of these include the following;

  • Click Fraud – You can prevent competitors or malicious software agents from a single IP driving up your AdWords spend, which becomes prevalent.
  • Competitive Advantage & Strategy – If you are bidding on competitors ads you may decide to use the IP exclusion tool to block a competitor’s IP so they can’t see your ads.
  • Limit Impressions from Your Company – You should also block your company’s IP address to limit impressions from your own employees.


How do I exclude certain IP addresses from viewing my ad?

  1. Sign in to your Google Adwords AdWords account at https://adwords.google.com.
  2. Click the Networks tab.

3. Scroll down to the bottom of the page, and click the Exclusions link.

4. Click the Manage IP address exclusions (advanced) link at the bottom of the Exclusions table.

5. Enter the list of IP addresses you’d like to exclude (one address per line).

So, why not have a go and test the IP Exclusion Tool In Google Adwords for yourself. The IP Exclusion tool is a useful tool with benefits but caution is advised and be sure you are careful about who you block.

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