AdRoll’s centralized dashboard allows you to reach customers cross-platform, whether they’re surfing the web, checking Facebook, or posting on Twitter. Being cross-platform gives advertisers massive reach and the ability to create customized messaging and frequency cap rules based on very specific audience segments. Advertisers are more likely to connect with consumers by serving highly relevant, personalized ads, as users respond to retargeted ads at up to 10x higher than other forms of targeted display ads.

Audience ExclusionIf you have several display campaigns targeting similar audiences through different platforms, however, a certain percentage of your target audience may receive more ads than intended. That’s why we always recommend applying frequency caps and audience exclusions to your AdRoll campaigns.

Let’s use an example of a fly-fishing company, Fly Fisherman Co., that has historically run online display campaigns on Google to drive traffic to its site. In an effort to increase sales, they decide to run a retargeting campaign through AdRoll.

After placing AdRoll’s pixel and uploading ads, Fly Fisherman starts to run a retargeting campaign. At this point, the company has banner ads running on Google and a retargeting campaign running through AdRoll across Facebook, Twitter, and the web.

Now let’s take Jim, who saw a Google banner ad, visited the Fly Fisherman website, and checked out a couple fishing poles. Since he landed on the website, Jim has now been added to the retargeting list and would start receiving retargeted ads. However, the display campaign running through Google wouldn’t know Jim is being retargeted and doesn’t know to automatically remove him from the display audience. Therefore Jim could still be served display ads from Google in addition to retargeted ads.

This creates a negative situation for both Fly Fisherman and Jim. Jim is being served too many ads, or suddenly irrelevant ads (he is no longer interested in buying a fishing pole), and Fly Fisherman is paying for wasted impressions.

The solution for Fly Fisherman is audience exclusions. Audience exclusions work similarly to how marketers might exclude audience segments in a paid search or display campaign. Fly Fisherman can create a list of retargeted site visitors within Google (either AdWords or Analytics), then add this list to “excluded audiences.” This ensures there is no overlap between the company’s display and retargeting campaigns, and customers are served only the ads that are most relevant to them.

If you’re running a display and retargeting campaign simultaneously, check under the Audiences tab >> Campaign Audience Exclusions in Google to make sure you’ve excluded site visitors by creating a remarketing list and adding it as an excluded audience.


When appropriately implemented, audience exclusions can benefit both the advertiser and the user: Fly Fisherman doesn’t pay for ineffective impressions, and Jim isn’t bombarded with annoying and irrelevant ads.

For more retargeting tips and best practices, check out our upcoming and on-demand webinars.


Enhance Retargeting and Display Campaigns with Audience Exclusions
Article Name
Enhance Retargeting and Display Campaigns with Audience Exclusions
Ensure customers are served the most relevant and valuable ads with the use of audience exclusions in your retargeting and display campaigns.