I’m going to go over a scenario I run into often. I wish I could see your face when reading this to know we’re in agreement.
When I launch new video campaigns or ad groups in Google Ads, I like to check the placements every day for at least a week to see where my ads are initially shown. So many times, these are the placement results I see…
When actually reviewing the top-spending placements, I often see right off the bat they’re all kids channels. Yeah, this isn’t what we want to show our clients or bosses, and most likely the marketer isn’t doing anything wrong. I’m not here to parent shame anyone, but it’s incredibly common for parents to give their kids their phone or tablet to distract them so they can finally get some work done around the house. (Look, I’ve done it so I’m not scolding anyone). So the smart PPC marketer could technically be going after the right user, but that user has given their device to someone else.
I’m sick of this happening. So in order to try (really need to stress the word try here) to limit our ads showing up on these channels, I started creating a list of channel placements that I saw consistently in our client’s placement reports. I also took a proactive approach and searched on YouTube myself. I looked up terms like “kids, childrens, toys, unboxing, kids games, etc.” I then filtered by just channels and then sorted the channels with the most video views. I now have a list of more than 1,400 channels we can add as exclusions proactively.
Just Give Us the List Already!
Okay, here it is. I’d love this list to be available to anyone in the PPC community. If you have other channels that are wasting a lot of spend that I don’t have on this list, please let us know in the comments below so we can add them to the mix.
How to Add YouTube Channels as Placement Exclusions
First, select the campaign or ad group you’d like to apply the exclusions. Then click on the Placements report. When you are in the Placements report in Google Ads, click on the Exclusions tab at the top of the page. Then click on the blue pencil icon to edit your exclusions.
Double check to make sure you have the correct Account, Campaign, or Ad group exclusion option selected. Then click on “Enter multiple campaigns.”
Now you can copy and paste the list we just shared on Google Drive into Google Ads. Then remember to add the placements and also save the exclusion list.
I’ll be the first to admit this list is small compared to all of the kids channels that are out there, but many of these channels have millions of views and even millions of subscribers. (Yes, the Baby Shark channel is on this list). Keep sending your suggestions and let’s help our fellow PPC colleagues save their clients money! We can call this our holiday gift to our readers! And for a visual run through of the set up, check out the video below.
Hey Joe, thanks so much for this list!
Here are a few more that I’ve come across. From my quick check against your current list, it doesn’t look like these channels are included yet.
https://www.youtube.com/channel/UCLsooMJoIpl_7ux2jvdPB-Q
https://www.youtube.com/channel/UCoookXUzPciGrEZEXmh4Jjg
https://www.youtube.com/channel/UC1aLdPsHl5R81q4Ga0YBkBw
https://www.youtube.com/channel/UCAOtE1V7Ots4DjM8JLlrYgg
https://www.youtube.com/channel/UC4NALVCmcmL5ntpV0thoH6w
https://www.youtube.com/channel/UCKAqou7V9FAWXpZd9xtOg3Q
https://www.youtube.com/channel/UCbCmjCuTUZos6Inko4u57UQ
https://www.youtube.com/channel/UC5PYHgAzJ1wLEidB58SK6Xw
Thanks Ryan! I’ll add these to the list!
Joe, this list is fantastic. I’d also recommend people who use this list to consider excluding the content label “Content suitable to families” under settings, and a few topics for anyone trying to mitigate these types of placements.
Topics for exclusion:
Baby Care & Hygiene
Children’s Literature
Family-Oriented Games & Activities
Nursery & Playroom
Babies & Toddlers
Preschool
Baby Feeding
Baby & Toddler Toys
Baby Strollers & Transport
Cartoons
Toys
Parenting
Joe, you’re our saviour! The kids channels were distorting our stats and burning our budgets… Thank you soo much for the solution
Glad it’s working Greg! It’s not the complete solution but it’ll help control some of the junk.
This is awesome, thank you. Next up – channels in Chinese?
Oh man. I could try but probably won’t be any time soon. I’m still adding channels to this list.
Oh man – this is awesome, a life saver!
Thank you Joe and team for putting this together.
Thanks, this is super helpful
This was super helpful. Thank you for putting this together. There has got to be a better way to run placement campaigns on select channels only.
Thanks for reading! You can still select specific placements to target. But with Display Planner gone, we don’t get video ad placement information as easily as we used to. Look at where your video ads are currently running in the placement report. If you see placements that are working well or fit your target audience, create a manual placement campaign (or ad group) and target those separately.
Thank you for sharing this list!
Glad it’s helpful! I keep adding new channels to the list whenever I have time.
Thank you my friend
Hi Joe, this is a huge kids channel (it used to appear a lot in my placements) and I cant find on your list:
https://www.youtube.com/user/juptube
Thanks for the heads up! I’ll add it to the list!
Thanks Joe! I also excluded the topics noted in this thread 🙂
Thank you for sharing this list!
Brilliant work Joe, thanks very much!
Thank you, that is awesome!
Thank you. I appreciate it. It’s too bad Google wouldn’t just let you exclude by category. The amount of steps required to exclude these channels as well as Mobile Apps in these categories is not super effective or efficient.
Don’t forget only in your strategies that underage children are usually parents in the 25-35 age group. Parents who, despite leaving cell phones in the hands of these children, also have the culture of fulfilling their desire to buy these children, more than their teenage children, moreover. So depending on what your campaign is about, consider it. These little ones today when they see a well done advertisement that arouse their desire they influence this country in this age group that has a great purchasing power, more than teenagers who still depend on their parents but usually have parents in the 35 to 45 years old who do not have this same buying arrangement for their children as younger parents. A small child when it wants something causes younger parents almost an obligation of parents to fulfill their wishes. So before directing your campaigns think about this argument and then develop your strategies.
When I had my little children I was often influenced by them to buy this or that brand of shampoo. Or chocolate or clothing because they saw the brand and wanted to specify it. Just to ponder.
There are a few people who have said they use this exclusion list as a targeting list instead because they do work on accounts that sell kids products. Yes you always have to know your audience and who you’re trying to sell to. Personally, I don’t have any accounts where children would be helpful at all and all kids channels (including gaming channels) are pure garbage when looking at my clients goals. This list will not be for everybody, but it will help a lot of accounts out there until Google adds a category exclusion for children’s channels…if that ever happens at all. Thanks for reading!
This is sooo useful!! 🙂
Thank you for putting this list together.
Thank you for the list! I already had one, yet I was able to add to it with yours.
Here is another one, will drop here any other baby spammers not on your list from now on:)
https://www.youtube.com/channel/UCN5Zf3Zyb9Bp9NeqtNwnc5w
Thanks! This is a super valuable list!
http://youtube.com/channel/UC21LBTN66AkhehxaYr8Vowg
http://youtube.com/channel/UCS94J1s6-qc8v7btCdS2pNg
http://youtube.com/channel/UCJQ1C-lD8VNB8r6y6CUd9lw
http://youtube.com/channel/UC5KeJdSG82XytSwJZbHaSCA
http://youtube.com/channel/UCoy5njjElNKUKnQivw6EQnA
http://youtube.com/channel/UCgG9IWOPcCIfQoI00xQBUbg
http://youtube.com/channel/UCJplp5SjeGSdVdwsfb9Q7lQ
http://youtube.com/channel/UCrbP56_q4Xdsz7Ahasf-wew
http://youtube.com/channel/UC4Hdb26_xnPQsntwLazMqYw
http://youtube.com/channel/UCsmvE0OusQvF0jCb9bUt92w
http://youtube.com/channel/UCRChl_mEUK_6JeW7oAmuYfQ
http://youtube.com/channel/UCjHpej-MmJF9zR2v0sMsxrA
http://youtube.com/channel/UCLsooMJoIpl_7ux2jvdPB-Q
http://youtube.com/channel/UCEYy1KBuTts141VQvscsdKw
http://youtube.com/channel/UCUtaE2yqrkOhml3cIhlGguw
http://youtube.com/channel/UC5ma-WCc8jNCV0WyRnfbHTg
http://youtube.com/channel/UCCI5Xsd_gCbZb9eTeOf9FdQ
http://youtube.com/channel/UCY6M5pH8JIjBmf7gDpRd0EA
http://youtube.com/channel/UCQ00zWTLrgRQJUb8MHQg21A
http://youtube.com/channel/UCzIdYMdAtTsWucGCZyZvN6w
http://youtube.com/channel/UCUbu9zPKclGL4quBu1IUelA
http://youtube.com/channel/UCUsHdDe9XL4rseu9fXEgUEA
http://youtube.com/channel/UCK5Q72Uyo73uRPk8PmM2A3w
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http://youtube.com/channel/UC6jDMzxNhhgtSMDxCBPgaEw
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http://youtube.com/channel/UCpEJRZdSpdVZ8vh63T9I2KQ
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http://youtube.com/channel/UCmKsULSe7oGtdGcv3bz-_bw
http://youtube.com/channel/UCKAqou7V9FAWXpZd9xtOg3Q
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http://youtube.com/channel/UCKV2MIICJ8Oa7_he1IZJEVw
http://youtube.com/channel/UCWE_ywN-0aeFdGVpLQ6mIwg
http://youtube.com/channel/UCAhqZtcoNfWci46ycWXAUgA
http://youtube.com/channel/UCBpu3yszh4E8DFiJenQcdkw
http://youtube.com/channel/UCGDgkEcDfnyRbPsRZMy_1HA
http://youtube.com/channel/UCezl0oS_qWLNyjWFDQ5-tDg
http://youtube.com/channel/UCMsYlKRInjvwKyoXQLSENXQ
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http://youtube.com/channel/UC6vEpFeTdWEpPJBrk2V1d4A
http://youtube.com/channel/UCMfZ_z0LUm805JOZLktl2QQ
http://youtube.com/channel/UCc1_UmUPWg4wg3M-zUp7aqw
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http://youtube.com/channel/UCfaZw8XH_zmAVkBst_MPD6w
http://youtube.com/channel/UCKdOI5MTLkGHtqtyKovs2lQ
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http://youtube.com/channel/UCMJI7kcpc6rUITUfIcybRGA
http://youtube.com/channel/UCu2am4YDE8Ef7PKCndsqURQ
http://youtube.com/channel/UChGJGhZ9SOOHvBB0Y4DOO_w
http://youtube.com/channel/UCSVf__sNSJ6uC8tJq4c2-fQ
http://youtube.com/channel/UC7LcrmhEYYl_dVYHOZ4AB-w
http://youtube.com/channel/UCdKicyl_ve5oyjasiO6njgQ
http://youtube.com/channel/UCau6-7svf1fw2QCUJDj68eQ
http://youtube.com/channel/UCHoxUSPQ_X_YehiTyZVmMFg
http://youtube.com/channel/UCXW0SU9sXYIVGwGpgGw4VCA
http://youtube.com/channel/UCRA8YQZnqAZM8Nj-_4FlfGg
http://youtube.com/channel/UCZkSuKAy5kMnZXoxo1PrmJQ
http://youtube.com/channel/UCr9QW8w8CvVAe3MSWZCAn-Q
http://youtube.com/channel/UCsB-1d8mS9zhHIje_sGTpXA
http://youtube.com/channel/UCYSqGd4S_GuMOkhdU7J7nKA
http://youtube.com/channel/UC2i8njKuW6P3OnBMfgFt68g
http://youtube.com/channel/UCURffR0e_FPKnDuzQ0XyWhw
http://youtube.com/channel/UCMdHGrfjwVU3_Gq6Olk3sdA
http://youtube.com/channel/UCm2_z8DZOD3ZWCryBeuTAAA
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http://youtube.com/channel/UC44cIa0AIKl_-q_j3FheChg
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http://youtube.com/channel/UCqxzvMZvSFz7zqrglERwzww
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http://youtube.com/channel/UCwYFFFgr4wl5Oby8gBbAZzg
http://youtube.com/channel/UCKWTFYjjdRjTj63xOquE7Iw
http://youtube.com/channel/UCXuFgrekoZkXmPfS0SyeTlg
Guys is this working, im getting ‘An error occurred, please try again or check your targeting options.’ seems like i can not add any youtube,com url
Hey Peter. I just uploaded this list as exclusions in another account yesterday. I had no issues on my end. Are you trying to add them via an exclusion list or manually with a campaign or account level?
Thanks man. Really helps.
Hi Joe,
Do you happen to have a version of this but with hyperpartisan political channels (left-wing and right-wing) that we could add to our video campaigns on youtube? If not, do you have any suggestions of how to avoid those guys?
Thanks
Joe, why do u think we can’t Exclude a custom affinity audience?
Cant think of a better way to avoid wasting money on ads than that, except its not an option.
Thanks for this great article and list!!!
Hey Joe, Thanks for sharing the list. This seems to be more time consuming for us and to control our wasted spend.
There are some broken URLs and that’s the reason it shows “An error occurred…”
There are some channels that don’t exist, son the result is “An error occurred…”
German Kids Channels:
https://www.youtube.com/channel/UCctbi1Jw2jiVhj2ogdwiFdA
https://www.youtube.com/channel/UCb1fLWd8U6CFZKtG7nU5_ag
https://www.youtube.com/channel/UCNclt7O1bO7hz8Mari68neg
https://www.youtube.com/channel/UC2JTZJAtJtckj2v0ETYsDHg
https://www.youtube.com/channel/UCfkBQO9E5JHBL5NAlIDXiag
https://www.youtube.com/channel/UC-jHNWViReG6R_kJ6b45FdQ
https://www.youtube.com/channel/UCxLxvbyyN-Zl3yKFMaiuKug
https://www.youtube.com/channel/UCmMFR_377vB6LLkMFpB8QkA
https://www.youtube.com/channel/UC4yRqBV0uoObt3PeZF8xQnA
https://www.youtube.com/channel/UCA_DdzBmf5yNaxMpVGwZV4g
https://www.youtube.com/channel/UCVEDZVtA5NUtjxSXHjtvkag
My God, you guys are all life savers. I will keep my eye out for more that pop up.
That’s just amazing.. thanks a lot for time-saver like this…
Thank you cousin!
To exclude all mobile apps (not just those categorized) try adding this as a mobile app category exclusion. Note it only works at a campaign level but not account level. This removed all mobile app placements for us without having to individually tick all the boxes and any apps that are new / not categorized yet.
mobileappcategory::69500
Actually – I came here to get the list so I could target kids. I would have paid for this BTW. $9.99