Mistake #6: Ignoring Exclusions
Many advertisers focus entirely on targeting.
Far fewer pay enough attention to exclusions.
Yet exclusions are often just as important.
Common Examples
Search Campaigns
Missing negative keywords can lead to:
- irrelevant traffic
- wasted budget
- weaker conversion rates
Display Campaigns
Missing placement exclusions may result in:
- low-quality impressions
- weak engagement
- poor traffic quality
Retargeting Campaigns
Failing to exclude converters can create:
- unnecessary spending
- repetitive messaging
- poor user experience
Better Approach
Regularly review who should not see your ads.
Often the biggest optimization opportunities come from removing waste rather than adding reach.