About data exclusions

Exclude data from Search Ads 360 bid strategies

Search Ads 360 ROI bid strategies use conversion data and external account statistics to help meet your goals. If some of the conversion data is inaccurate or missing for a certain amount of time, you can create a Data Exclusion event to instruct these bid strategies to exclude that data when optimizing bids.

On this page

How it works

Data exclusions is a tool that helps you identify data to exclude from your Search Ads 360 bid strategy due to inaccurate or missing conversion data , instructing your ROI bid strategies to exclude that data when optimizing bids.

Conversion issues that may affect Search Ads 360 bid strategies include situations where some of the conversion data is inaccurate or missing for a certain amount of time.

Data exclusion events are applied to all entities that are managed by the bid strategy such as campaigns, ad groups, product groups, and Shopping ads.

Note: Data exclusions are applied to relevant campaign types in each of your client accounts. For example, Display campaigns for Microsoft Advertising aren't managed in Search Ads 360 and won't change based on a data exclusion.

How to use data exclusions in Search Ads 360

We recommend that you remove data from a bid strategy or a conversion goal only if a significant amount of data is corrupt or missing from some time period. Data could be corrupt, if, for example, bad data from offline conversions is added to Search Ads 360. Missing data could be caused by an abnormal event such as a planned or unplanned web site outage. Bid strategies and conversion goals are designed to handle routine data variations from events such as “Black Friday” or “Singles Day” by considering data over the history of the biddable item rather than a single day.

Create a data exclusion event

Sign in to your Search Ads 360 account.
On the left navigation panel, select the Bidding & planning drop-down, then select Advanced controls.
Go to the Exclusions tab and select the plus button 👁 Image
to add a new data exclusion event.
In the "Settings" section, give your data exclusion a name.
(Optional) Enter a short description of the data exclusion event.
- Tip: It might be useful for you to explain why the data is excluded. The name of the event is displayed in the bid strategy performance graph. The description is displayed when you point to the event.
Enter start and end dates that occur in the past. Also enter a time range for the event. The time zone matches your browser’s time zone.
- Note: Even though you can specify an event that's only a couple of hours, Search Ads 360 excludes data for the entire day (24 hours). Selected dates can be in the past as well as the future, but the time frame can't exceed more than 14 days.
In the "Scope" section, select accounts, campaigns and devices for this adjustment. Video and App campaigns aren't available. You can filter using one of the following options:
- Specific accounts: You can choose to select “All campaign types” or individual campaign types to modify.
- Specific campaigns: Click the pencil icon 👁 Image
  . You can either select specific campaigns by selecting the applicable checkbox or search for a specific campaign using campaign ID or name. Click Done.
Select the devices (Computers, Mobile phones, Tablets) for this adjustment.
Select Save.
Confirm the new data exclusion event by confirming all the information is correct, as this will alter your bid strategies. Then, select Save Data Exclusion.

To view your new data exclusion event, wait for a few minutes for the page to reload.

What to know about data exclusions

Data exclusion events impact only bid strategies with conversions and revenue goals. Keep the below key points in mind when using data exclusions:

Data exclusions apply to clicks: Your data exclusions must exclude clicks that could have had the affected conversions attributed to them. When these clicks are excluded, the associated conversions are also excluded.
Data exclusions apply to managed entities: The Data Exclusion event is applied to all entities that are managed by the bid strategy such as campaigns, ad groups, product groups, and Shopping ads.
Data exclusions affect ROI strategies: Data exclusion events impact only bid strategies with conversions and revenue goals. Data exclusion events do not impact bid strategies with a position or clicks goal.
Bidding continuity: It's important to remember that bid strategies continue to change bids during and after events. The bid strategy will use the remaining data to continue to evaluate and adjust bids.

Data exclusion events and auction-time bidding

In Search Ads 360, data exclusion events for Google Ads Auction-time bidding will be automatically applied over to Google Ads, you don’t have to create multiple exclusion events over multiple platforms. To learn more about data exclusions in Google Ads for auction-time-enabled bid strategies, view Use data exclusions.

For Microsoft auction-time bidding, data exclusions must be manually created in both Search Ads 360 and Microsoft Advertising to function properly. We recommend creating the exclusion event in both platforms simultaneously to ensure your Microsoft bid strategies effectively ignore the impacted data.

Was this helpful?

How can we improve it?

URL: https://support.google.com/sa360/answer/12029895