AdWords IP Exclusion Explained for Everyone
Last Friday AdWords unveiled its IP Exclusion tool. What is it? For the experts it’s pretty self-explanatory, for the amateurs maybe not so much. Since I have fallen in both categories throughout my paid search tenure I take it upon myself to break down its uses into two separate explanations that should be equally beneficial for both parties.
Explanation for Experts: Google AdWords recently released the IP Exclusion tool that allows advertisers to block paid search ads from IP addresses where they do not want ads to appear. Up to 20 IP addresses or ranges of addresses can now be excluded per campaign. By utilizing this tool properly you can create a variety of new methods that strategically manage better paid-search campaigns.
Explanation for Amateurs: Remember that scene in Predator where Schwarzenegger is covered in mud hiding from the alien? The IP Exclusion tool is exactly like that. Now you can camouflage your AdWords paid search campaign from being seen by 20 competitors and/or predators. This is especially useful if you realize competitors are purposefully clicking on your ads in an effort to waste your media spend.
Also, remember the final battle in Predator when the tables are turned and the hunter becomes the hunted? The IP Exclusion tool can do that too. If you are bidding on a competitors name in hopes of driving their search traffic to your site, the Exclusion tool can block them from seeing your ad on their name.
In addition to creating an edge against the competition the Exclusion tool can also be of assistance by disallowing your IP address from seeing the campaign if you notice that your own searches for campaign keywords are affecting the click through rate. It’s kind of like giving your campaign the Predator’s invisible jungle powers, but that’s a bit of a stretch.
