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Placement exclusions on Display and Performance Max

On this page

Display and Performance Max ads run on websites, apps and YouTube channels Google picks. Tapper Block scores the placements your ads appeared on and excludes poor ones.

How it works

  • Account level. Exclusions go on the Google Ads account's exclusion list, so they apply to every campaign that can serve on those placements, such as Display and Performance Max. A campaign's Protection switch does not turn them off.
  • Scored. Each excluded placement carries a score, shown in Tapper.
  • Capped at 65,000. When the list is full, the lowest-scored placements make room for new ones.
  • No switch. Placement exclusions are on by default, with no control in Tapper.
  • Only while blocking. In monitor-only, which covers the free trial, Tapper writes none, and switching an entity to monitor-only removes the ones it wrote.

Where to see them

The Exclusions page

Open Exclusions, pick Google Ads and switch to Placements. Each row is one excluded placement:

ColumnWhat it shows
Ads accountThe Google Ads account the exclusion was written to
Protection scriptThe entity it came from
URLThe website or app
ScoreTapper's score for the placement
Created atWhen Tapper excluded it

An empty range reads No placement exclusions in this range, with a Review detection rules button. See The Exclusions page and the proof drawer.

The Exclusions page, Placements view

The Geography tab

The dashboard's Geography tab has a Placement exclusions card in its Engagement section, with Placement, Platform, Clicks and Score. It ignores the date range you picked.

The Placement exclusions card on the Geography tab

The Performance Max tab

This dashboard tab shows where your Performance Max ads serve and which placements Tapper flagged or excluded:

  • KPI tiles Coverage, Visible Impressions, Placements, Excludable and Excluded, then Spend, Conversions, Cost / Conversion and CVR.
  • The Placement Report: Placement, Type, Category, Language, Impressions, Flags, Reputation and Status.
  • A Cleanup section: Caught, Excludable, Removed and Cost by Asset Group.

When visible impressions cover less than 60% of total impressions (Coverage), the report reads Placement report withheld. See The Performance Max placement report.

Lift's placement check

Tapper Lift judges placements by cost. Its check Sites and apps not worth paying for flags placements that spend without paying back. Exclude placements on the card adds them to the same account-level list, and Revert this fix removes what that fix added. Lift works on Lift-only workspaces too. See Lift: what it does and where to find it.

Removing a placement exclusion

To keep a placement Tapper excluded, contact Tapper support. See How to get help from Tapper.

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