Google Ads started limiting country-level location exclusions to 120 entities.
Advertisers will now receive a warning notification if the number of entities they enter exceeds this limit.
Changes to the exclusion list. The issue was first flagged by the Google Ads marketing agency PPC Sauce activated X:
“I have an opt-out list (every country but US or Australia etc) and have always been able to connect until today.”
The agency then shared a screenshot of the warning notification sent by Google when you exceed the 120 country limit:
What does Google say? Google Ads Liaison Officer Ginny Marvin told X:
“You will see this notification if you try to add more than approximately 120 country-level location exclusions. The goal is to simplify location targeting workflows, and we recommend that you use positive geo-targeting.”
Why we care Google’s guidelines state that where your ads shouldn’t appear is just as important to campaign success as where they should appear, so removing advertiser control to limit locations may cause concern. However, advertisers who want to exclude locations they haven’t previously targeted needn’t worry, as Google notes:
“There’s no need to exclude areas you haven’t yet targeted; your ads won’t show on places unless you explicitly target them.”
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deep dive. Read Google’s guide to exclude ads from geographic locations for more information.
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