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Step 1: Google Audience Blocking Implementation

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Written by Yoav Kochman

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Overview

Using ClickCease event-based implementation method, you can easily implement the Audience exclusion capability to ensure only real valid users are added to the targeting audiences.

The Audience Exclusion capability allows eliminating invalid users from your audiences to secure re-marketing budgets, lookalikes, and pre-targeting.

Please note:

  • Please note: This article addresses the most common setup scenarios. If your situation is unique or not covered here, please reach out to our support team for assistance.

  • 100 events are required for an audience to be populated and ready for exclusion, depending on the campaign type. Click here for further reading.

  • It can take up to 48 hours for an audience to be populated.

  • Google Ads does not support Audience Exclusion for Smart campaign types (Performance Max is supported).

  • If your content falls under Google’s restricted categories - such as Health, criminal defence services, or gambling - you will not be able to use Audience Exclusion features. Before proceeding with the Audience Exclusion setup process, please consult our support team to ensure compliance.
    ​For more details on Google’s content restrictions, click here.

In This Article:

Create a Conversion Action

Important:

  • When creating a conversion pixel, DO NOT use Primary action as it will cause dramatic changes to the campaigns' performance. Please only use Secondary actions.

  • Please ensure the conversion is excluded from any consent banners.

  • If you're managing a Google Ads account for multiple domains or managing campaigns that lead to multiple domains, please create a separate conversion action and audience for each individual domain.
    ​Example:

    • DomainA.com - Conversion Action A & Audience A
      ​

    • DomainB.com - conversion Action B & Audience B
      ​

    • Creating Audience at the MCC level - only for special and specific scenarios where you manage multiple domains in multiple Google ads accounts (typically agencies) please create the Conversion action on each child account and create only one Audience Exclusion at the MCC level.

      • To create the conversion action and the Audience at the MCC level, please make sure you're logged into your MCC account and Enable Segment Sharing:

        • In Google Ads, select Settings > Manager Accounts Settings.

        • Under Continuous Audience Sharing, Check the Add this Manager as an Audience Manager for all sub-accounts box and Save.

1. In your Google Ads account, click on Goals and then select Conversions > Summary and then select Create conversion action:
​

2. Choose Conversions on a website and make sure that the other options are unchecked.
​Please note:

  • If Google displays "Not installed yet" error (as appear in the below screenshot), you can disregard it and continue with the set up. It is not mandatory to have the Google Tag installed on the website.

  • Important note: For some users, Google might send you two steps ahead and display right away the different categories. In that instance, please click on the Back button at the bottom to go back to the screen that says Where do you want to mesure? Once there, you will be able to select Conversions on a Website.

  • If you see Google Analytics (GA4) displayed as the source under the "Conversion on a website section", please make sure to change it to Google Tag before proceeding with the steps. You can do that by clicking on the Edit button.

In some cases, your website may not be selected as default. Click on Add URL (will be shown instead of the Edit button, as presented in the screenshot below), enter the URL for the website where you want to measure your conversions and click Scan:

If you're using GA4 and/or see more than one option to choose as a data source once performing this action, please select the Google tag option.

3. Under What do you want to measure? select Page View (you may need to click on See All in order to see all of the conversion categories):

4. Choose an event to measure, select Set up manually using code:

5. Set the following settings:

When creating a conversion pixel, do not use 'Primary action' as it will cause dramatic changes to the campaigns. Please use Secondary actions.

Important notes:

  • If any of the Google Ads campaigns are using smart/automated/custom bidding strategy, make sure to uncheck 'Add 'Other' to account default goals' and select 'Secondary action not used for bidding optimization'.

  • In a case in which the "Secondary" option is not available, please refer to this article.

Disregard the alert banner during this specific process.

  • Conversion Name: CHEQ for PPC - Invalid Users

  • Action optimization: Secondary action not used for bidding optimization

  • Value: Use different values for each conversion.

  • In the setup methods, choose Event Snippet

  • Edit the default value and fill in the value 0.

  • Count: Every conversion

  • Click-through conversion:
    Custom - 1 day

  • Engaged-view conversion:
    Custom - 1 day

  • View-through conversion: 1 day.

  • Attribution: Last Click

  • Enhanced conversions: Not configured

Once done, click Done.

6. Then click Save and continue.

Set Up a Tag

8. Finish setting up your conversions: choose Use Google Tag Manager and copy the Conversion ID and Conversion label. Those will be in use in Step 4: Enable Audience Exclusion In ClickCease - Google Ads. Note that you're not required to implement any code or details on your website or Google Tag Manager for this action.

Please note: Your conversion action should now be showing on the Conversion Actions page. It will take a couple of hours before it populates and moves from Inactive to Active Conversions.

Note: If the Use Google Tag Manager tab is missing, please follow the instructions in this article.

To complete the setup, please continue with Step 2: Set Up Audience Exclusion - Google Ads

If you have any questions about this process, feel free to reach out to our 24/7 chat support.

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