With the help of content exclusion settings in Google Ads you can block your ad impressions on placements which are not appropriate for your brand.
You can block your ads from appearing on categories of websites and mobile apps where the content does not match the advertising goals of your brand.
There is a possibility to apply exclusions not only to a campaign but also to your entire account. This means that you can set content exclusions one time in your account settings and they will be applied to all Display campaigns (both existing and new) in your account.
How to set content exclusions at the account level:
Account-level control of content exclusions is only available in the new AdWords experience.
1. Sign in to your Ads account.
2. From the navigation menu on the left, click All Campaigns.
3. From the page menu on the left, click Settings.
4. At the top of the page, click Account settings.
5. In the Content exclusions panel:
- Click Excluded content and select sensitive content categories you want to exclude for all your Display campaigns.
- Click Excluded types and labels and select content types and digital content labels you want to exclude for your Display campaigns.
Note: These selections will apply to every Display campaign in your account.
6. Click Save.