skill-114-account-level-placement-exclusions

Skill 114: Account-Level Placement Exclusions

Purpose

Block low-quality websites, apps, and YouTube channels at the account level to prevent wasted spend on Display and Video campaigns. Universal exclusions protect all campaigns automatically.

Data Requirements

Data Source: Custom GAQL Required

GAQL Query:

SELECT
  detail_placement_view.display_name,
  detail_placement_view.placement,
  detail_placement_view.placement_type,
  campaign.name,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM detail_placement_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0
ORDER BY metrics.cost_micros DESC
LIMIT 500

Run via /google-ads:get-custom with query name placement_performance.

Standard Data:

• data/account/campaigns/*/campaign.md - Identify Display/Video/PMax campaigns

Analysis Steps

1. Identify Display/Video Campaigns: Find campaigns eligible for placement exclusions
2. Review Current Exclusions: Check for existing account/campaign-level exclusions
3. Identify Recommended Exclusions: Mobile app categories, low-quality sites, kids content
4. Analyze Placement Performance: Find high-spend zero-conversion placements

Thresholds

Condition	Severity
No account-level placement exclusions	Critical
Mobile app placements with zero conversions	Warning
High-spend zero-conversion placements	Warning
No content category exclusions	Info

Output

Short (default):

## Placement Exclusion Audit
**Account:** [name] | **Display/Video Campaigns:** [count] | **Exclusions:** [count]

### Critical
- **No account-level exclusions** - Add universal placement exclusions

### Warnings
- **Mobile app placements wasting $[amount]** - Exclude adsenseformobileapps.com
- **[count] zero-conversion placements** - Add to exclusion list

### Recommendations
1. Add account-level exclusion for all mobile apps (if appropriate)
2. Exclude game and children's app categories
3. Block [count] specific zero-conversion placements