After introducing the negative keyword lists last January 2011, Google once again introduced new ways of managing multiple campaigns through lists. They’ve added the placement exclusion list and list suggestions, which will sit in AdWords’ “Shared Library” in the left navigation panel.

Placement Exclusion Lists

Similar to negative keyword lists, the placement exclusion lists let you create a list of excluded placements to associate with multiple campaigns. Before this feature was released, you need to add placement exclusions in all the targeted campaigns that your Display Network has. But with the placement exclusion lists, you only need to create a single list of excluded placements and associate it with any or all of the targeted campaigns on your Display Network.

Also, you just need to add a new exclusion once, and it will be included to all associated campaigns. To create and use Google AdWords’ placement exclusion lists, just follow the following procedures:

Creating Placement Exclusion Lists

1. Go to the Shared library and click Campaign placement exclusions.
2. Click the +New placement exclusion list button.
3. From there, give your list a name and input your excluded placements.
4. Hit Save.

Sharing Placement Exclusion Lists to Single or Multiple Campaigns

1. Select the placement exclusion lists that you like.
2. Click Add to more campaigns.
3. Choose the campaigns where you want to include your lists.
4. Hit Save.

Sharing Placement Exclusion Lists via Networks Tab

1. Select your campaign’s Network tab where you want to include your lists.
2. By clicking the Exclusions link at the bottom of the page, you’ll see the “Campaign level” table with two views:

• Exclusions: Shows individual placement exclusions that were added directly to the campaign.
• Exclusion lists: Shows which placement exclusion lists were added to the campaign.

1. From either view, click the Add exclusions drop-down menu, then choose Exclude placement list. You can finally add your selected list.

List Suggestions

The negative keyword lists and placement exclusion lists will be useful for the new lists suggestions. This feature will notify you of multiple campaigns that use the same negative keywords or excluded placements. It will also suggest the potential places where you can use the said lists.

Google apparently added these features to remove the hassle of filling in the same thing on multiple campaigns. With the Shared Library’s placement exclusion lists and list suggestions, it will help you to efficiently manage your negative keywords and excluded placements.