Jack Martin // Jun 5 2012
If you found this article through Google Search, you may have already clicked on several other links making false promises to teach you how to block an IP address in Google Adwords. I did too; that’s why I wrote this.
Those other articles are red herrings — part of an elaborate government ploy to distract you from the correct process for IP exclusion in Adwords — a process I’ll explain in detail below.
I’ll cut to the chase and show you the process for IP exclusion first, followed by some reasoning behind why you would want to block an IP address at all.
1. Open your AdWords account and navigate to the Campaigns tab at the top of the page.
2. Click on the Display Network tab in Campaigns.
3. Open up the Exclusions option in Display Network.
4. At the bottom right of the page, click on “Manage IP address exclusions (advanced).”
5. A simple form will pop up. Select a campaign and add the IP address(es) you would like to exclude and select Save. You’ll have to do this separately for each campaign, saving after each.
6. There is no step 6. You did it!
So that really wasn’t too difficult. It’s just hidden down at the bottom of the Display Network tab, where most of us rarely look.
How about some more information?
An IP address, or Internet Protocol address, is a numerical label given to any computer using the Internet. Your home computer probably has its own IP address, but a network of computers at a business most likely shares an IP address for administrative ease.
Good question, Jack. Blocking an IP address in AdWords means that anyone using the Internet from that computer or network of computers won’t be able to see your PPC ads. This is useful for several reasons:
If your competitors can’t see your ads, they might not even know that you’re competing with them on a keyword. Even if they do, hiding your ads from competitors keeps them in the dark about your ad copy.
Google is pretty good at detecting click fraud (also known as invalid clicks). AdWords won’t charge you for someone (perhaps a competitor) clicking on your ads many times in a day. Even so, in competitive PPC venues where a click costs upwards of $10, even a few bad clicks can cost you.
You don’t want to click on your own PPC ads; it still costs you money — money that should be saved for users looking for your site. Blocking your own IP address will hide your PPC ads from someone at your business lazily searching for your site and clicking the PPC ad instead of using a direct link. Decide if this is a valid concern for your PPC.
It’s not always obvious that a competitor is hiding their ads from you. Here are two warning signs:
A long-time competitor’s ads have stopped showing up, even for their own brand name.
Your ad always appears at the #1 position in Google Search, even though AdWords indicates that your Average Position is #2.
There are a few different ways to hide or change your IP address. With a different or hidden IP address, you should be able to see your competitors’ ads again.
Here at Portent, we use competitive research tools like SEMrush and SpyFu for data sets of competitor keywords and ads. Getting this type of data in spreadsheets helps to look at a company’s total PPC strategy, rather than manually searching Google for each keyword to see when a competitor’s ad is up.
I hope this post helped you out. Leave your questions in the comments and I’ll hit you back.