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Watch the Video Tutorial:
How to Exclude Below the Fold Placements in Google Ads
1) Login to your Google Ads account
2) Navigate to Tools (left-hand-side menu)
3) Select Content suitability
4) Scroll down and open the Excluded types and labels dropdown menu
5) Check the Below-the-fold (Display) box
6) Save
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Frequently Asked Questions on Excluding Below the Fold Placements in Google Ads
What does “below the fold” mean in Google Ads?
“Below the fold” refers to ad placements that appear lower on a webpage, requiring users to scroll down to see them. These placements often have lower visibility and engagement rates compared to “above the fold” ads, which are immediately visible when the page loads.
Why should I exclude below-the-fold placements?
Excluding below-the-fold placements helps improve viewability, CTR (click-through rate), and conversion efficiency. Since fewer users see these lower-page ads, focusing only on top-view placements ensures better ROI and higher-quality impressions.
How do I exclude below-the-fold placements in Google Ads?
Sign in to your Google Ads account → Campaigns → Display Campaigns.
Click on Placements → Exclusions.
Add placement exclusion lists that target below-the-fold inventory (either manually or via verified third-party viewability tools).
Alternatively, use Viewability Targeting in Display Settings and set “Active View: viewable impressions” to prioritize visible ads.
Are there other ways to improve ad viewability besides excluding below-the-fold placements?
Yes. You can:
Use responsive display ads to adapt to higher-visibility spots.
Target high-performing domains or apps only.
Apply Viewable CPM bidding to pay only for ads seen by users.
Continuously monitor placement reports and remove low-visibility websites.
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