YouTube advertising promises a dizzying audience—everyone from coffee-fueled college students to midnight snackers and, yes, kids glued to cartoons. But if you want your brand to avoid appearing next to the latest unboxing of rainbow slime, you need to get picky with your ad placements. After all, nothing says “brand safety” like not accidentally advertising tax software to seven-year-olds.
With the Children’s Online Privacy Protection Act (COPPA) and a global parade of similar laws, marketers have good reason to know exactly where their ads might pop up. Airing promos on children’s channels can land you in a compliance pickle and, honestly, it’s unlikely that the under-10 crowd is adding much to your sales funnel.
Ready to keep things grown-up? Here’s your crash course in how to banish kid channels from your YouTube ad campaigns—no magic wands or bedtime stories required.
Google Ads Placement Controls
Like a vigilant bouncer at a club, Google Ads gives you plenty of ways to check IDs and keep the underage content at bay. Let’s size up your options.
Channel Exclusions
Manual channel exclusions are the digital equivalent of assembling your own VIP list. Cruise over to your campaign’s settings, bask in the warm glow of the “Content” section, and start pasting those channel URLs you’d rather never see. Copy, paste, repeat.
While you’ll feel accomplished at first, beware: the world of YouTube kids’ content multiplies like rabbits. So, manual exclusions are a great start—but you’ll definitely want backup for when you can’t keep up.
Content Label Targeting
Digital content labels are like secret codes that help you crack down on what you don’t want. Set your sights on those labels that screen out child-friendly fare, and presto—your ads avoid ending up between animated sing-alongs.
Throw in some demographic targeting for extra credit. By instructing Google Ads on the exact age range you’re aiming for, you make it much harder for your message to accidentally crash a kids’ party.
Third-Party Exclusion Tools
Of course, why do all the legwork yourself when there are professional party crashers—er, exclusion experts—ready to help you keep things strictly business?
Commercial Exclusion Lists
Picture this: tech-savvy elves quietly tracking every channel that feels like it was designed by and for sugar-rushing toddlers. Companies package these up as exclusion lists you can easily upload to Google Ads. New channels pop up all the time, so these lists are updated regularly (likely more often than your fridge gets cleaned).
It’s a paid service, so be prepared to pay for peace of mind—and a massive boost in efficiency. For instance, YouTube advertising targeting with Exclude Kid Channels is a winner.
Brand Safety Platforms
Enter the big leagues: platforms that blend artificial intelligence, human reviewers, and a pinch of marketing magic. These platforms don’t just hand you a list—they categorize channels, monitor placements in real-time, and let you draw a line in the sand wherever you see fit.
Many connect right to your Google Ads account, automating exclusions and shooting out alerts when your precious ad dollars wander into new, questionable territories.
Creating Your Exclusion Strategy
No single trick will keep your ads out of the reach of children. You’ll need a combination platter: start with Google’s built-in controls, sprinkle in third-party tools, and top it off with some old-fashioned vigilance.
YouTube is ever-changing—new channels sprout up before you can say “algorithm.” Make a habit of routinely checking your exclusion lists and reviewing where your ads have been showing. Set up automated alerts so you can swoop in and yank your ads from anywhere that’s a little too immature for your taste.