To help you reach more potential customers, your ads will now show on content that matches any of the topics, placements or display/video/search keywords you target. For example, if you targeted 'bikes' as a topic and 'cycling' as a display/video keyword, your ads will show on content that matches either.
You’ll also notice contextual targeting simplified into a single page in Google Ads, so you can manage all content targeting types (topics, placements, display/video keywords and exclusions) in a single view. The new page can be found in the 'Content' section under Campaigns 
Content exclusion settings let you opt out of showing your display campaigns alongside content that may not be appropriate for your brand. You can combine multiple exclusion types and your ads won’t match against any of the selected excluded content in your ad group.
This article gives step-by-step instructions on how to set content exclusions for display campaigns.
Before you begin
If you’re unfamiliar with content exclusions or you aren’t sure which settings are right for you, review About content exclusions first.
Instructions
Set content exclusions when you create a display campaign
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop-down, then click Campaigns.
- Click the plus button
, then select New campaign.
- Select a goal for your campaign, or if none of the available goals fit what you’re looking for, select Create a campaign without a goal’s guidance.
- For 'Campaign type', select Display Network. Enter the required information to create your campaign.
- In the 'Campaign settings' section of campaign creation, click More settings.
- Click Content exclusions.
- Select the digital content labels, sensitive content and content types that you want to exclude from the campaign.
- Continue building your campaign as you normally would.
Set content exclusions when you edit a display campaign
- In your Google Ads account, click the Campaigns icon
- Click the Audiences, keywords and content drop-down in the section menu.
- Click Content.
- Click Exclusions.
- Click the drop-down arrow to the right of the term 'Exclusions'.
- Select the type of content exclusion (for example, 'Topics', 'Placements' or 'Keywords').
- Click the name of the Display campaign that you want to work on.
- Select the digital content labels, sensitive content and content types that you want to exclude from the campaign.
- Click Save.
Set content suitability settings at the account level
Account-level content suitability settings help keep your ads from showing on or alongside certain websites, videos, channels and mobile apps that may not be the right fit for your brand.
- In your Google Ads account, click the Admin icon
.
- Click Account settings.
- Choose your content exclusions:
- Click Excluded content and select the sensitive content categories that you want to exclude from all display campaigns on your account.
- Click Excluded types and labels and select the content types and digital content labels that you want to exclude from all display campaigns on your account.
- Click Save.
.