This post was updated in September 2025 to provide you with the latest information.

Strategies for More Suitable Ad Placement on YouTube With the Placement Exclusion List

We’ve highlighted the importance of excluding Kids’ channels for YouTube advertisers because children lack purchasing power and the intent to click or make a purchase when encountering ad content. The same principle applies to steering clear of inappropriate videos and channels on YouTube.

Simply put, your target audience might need to be tuning in to these types of content anyway. This underscores the significance of excluding video and channel placements in YouTube ad campaigns.

One key step in Strike’s commitment to brand safety and suitability is being cautious about where ads appear on YouTube. Discover how to exclude specific YouTube channels from ad campaigns and why this measure is non-negotiable for brands and advertisers.

What is a Placement Exclusion List on YouTube?

Similar to implementing negative keyword targeting for video ads, advertisers can exclude video and channel placements in YouTube ad campaigns.

While YouTube may consider all content suitable for ad placement, not every piece aligns with a brand’s values. Utilizing placement exclusion lists is a proactive step to secure ad suitability, setting your ads alongside content eligible for YouTube ad placements.

Advertisers can create a YouTube placement exclusion list at the account level, applying it to multiple campaigns. This tool empowers advertisers to dictate where their ads appear, maintaining contextual appropriateness and brand alignment.

Which YouTube Ad Placements Can You Exclude from Your Video Ad Campaigns?

As previously emphasized, one fundamental strategy for YouTube ad suitability is to exclude video and channel placements in campaigns. Let’s break down what you can exclude:

If you are exploring advertising on Google and the Display Network, you can also exclude:

How Can Specific YouTube Channels and Videos Be Excluded from YouTube Ads?

You can manage your YouTube placement exclusion list on the Google Ads platform. Here are the steps to exclude video and channel placements in YouTube ad campaigns:

1. Login to your Google Ads account.

2. Select Tools, then click on the dropdown for Shared Library.

3. Go to Exclusion lists.

4. On the next screen, click on the Placement exclusion list tab.

5. Click Create List.

6. Enter a name for your list. (e.g., “YouTube placement exclusion list for Kids’ channels”)

7. Under Add placement exclusion, go to the Browse tab.

• In the Search bar, enter the word, phrase, URL, or video ID of the placements you wish to exclude from your YouTube ad campaigns.
  • Enter the channels and videos individually:
    • Click YouTube channels to exclude ads from specific channels and YouTube videos to avoid placements in particular videos deemed unsuitable for your ad.
  • Add from a placement exclusion list:
    • Switch to the Enter tab (instead of Browse) and paste the list into the corresponding field.

8. Once done, click Save.

New exclusions usually take effect within 12 hours. Confirm that you have completed excluding video and channel placements in YouTube ad campaigns by visiting Campaigns > Change history. 

Note: The outlined instructions are for the updated Google Ads user experience. Access the previous design by clicking the “Appearance” icon at the top right of the screen and selecting “Use Previous Design.”

Advantages of Excluding YouTube Video and Channel Placements For Your Video Advertisements

Unsurprisingly, applying a YouTube ad placement exclusion list offers advertisers numerous benefits. Beyond targeting topics and audiences, refining your targeting methods can also be done as you exclude video and channel placements in YouTube ad campaigns.

Achieving Brand Suitability

Strike Social places a high priority on brand safety and suitability in our ad campaigns to ensure that we deliver the best results for our clients and reach the right audience.

When we exclude video and channel placements in YouTube ad campaigns, we fulfill another layer to our safety and suitability controls, which includes:

• Negative keyword targeting
• Topic exclusions
• Trending negative keywords
• Category exclusions
• Video & channel placements

Shaping Brand Suitability with YouTube Ad Placement Exclusions

It’s time to shatter the notion that you lack control over your YouTube ad placements — because you can take the helm for your video advertising campaigns. Instead of relying solely on the AI algorithm, YouTube has empowered advertisers to be more conscious of where ads should and should not be placed.

We’ve outlined the steps showcasing how Strike Social implements measures to keep your YouTube advertisements away from inappropriate content and aligned with more brand-safe and suitable content. Thus, taking charge of your ad placements on YouTube is entirely feasible.

The responsibility now lies with you to stand for brand suitability when advertising on YouTube. It’s your brand, your message — take charge, exclude strategically, and watch your YouTube ad strategy reach new heights of impact and brand resonance.