In its bid to improve AdWords contextual advertising, and to avoid low quality traffic from AdSense publishers to advertisers, Google AdWords has initiated a new feature known as the AdWords Site Exclusion feature, which is to be used by webmasters to prevent their advertisements from appearing on specific websites.

Previously there was a limit on the number of sites one could exclude. The limit of site exclusion was increased to 500 sites from originally 200 sites, and now you can exclude an unlimited number of websites. This change is sure to make a huge difference to many advertisers.

The first thing to know about this tool is that using it for a particular advertisement campaign will not work for all other campaigns as well. So, if you want all the campaigns on your website to be excluded from a particular website, you will have to use the AdWords Site Exclusion feature for every campaign separately.

This new tool enhances your control over your website and your advertisement campaigns. For instance, if you do not want your advertisement to appear on a particular site to avoid unwanted traffic from there, you can achieve that and similarly filter unlimited number of content network partner sites. This way your visitors will be the audience you intended to target in the first place!

Another significant point to note about the AdWords Site Exclusion tool is that using it for a particular site will remove your advertisements from all the pages of that website. You cannot have your advertisement on the page of your choice on such a website. Thus, to ensure that you don´t miss out on any potential customers from a particular section of a site, you must review a site carefully before excluding it from your campaign.

The AdWords Site Exclusion tool can only be used by those who are part of the AdWords Content Network (AdSense) and Google AdWords advertisers will finally get what they are paying for- pure search engine advertising!

Users however complain that they still can´t exclude sites that are part of the Search Network. Parked domains from AdWords distribution cannot be blocked. The cap has been removed only on the he number of sites you can block on the Content network. Therefore, Google AdWords exclusion isn´t really unlimited!

While there are some very happy Google AdWords advertisers out there with the beefing up of the Site Exclusion Tool, the next step hopefully would be the extension of site exclusion to the search network too, making it easier for advertisers to view referral partners. Till then, enjoy the improvement in your ROI and refinement of targeting across the network!

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