Microsoft is doubling down on advertiser control with a major update to its exclusion tools for both Audience Ads and Search Ads. The new features—rolled out quietly but packed with utility—aim to simplify how advertisers manage website exclusions at scale.
Announced via a LinkedIn post by Navah Hopkins, Microsoft Ads Liaison, the update introduces centralized management and expanded capacity, directly addressing long-standing advertiser pain points around granularity and efficiency.
So, what’s new?
Centralized Exclusion Management
Advertisers can now create and manage website exclusion lists across multiple accounts and campaigns—centralizing what was once a tedious, fragmented process. This means no more jumping between campaigns to remove unwanted placements. If you manage multiple clients or business units, this change could save hours.
Bulk Actions, Streamlined Workflow
You can now apply exclusions in bulk—an overdue upgrade for large-scale campaign managers. With the ability to apply lists across campaigns in just a few clicks, Microsoft is catching up to rivals like Google Ads, where list-based management has long been a norm.
Massive List Expansion
Advertisers can now add up to 10,000 websites per exclusion list, and create up to 100 exclusion lists per account. That’s a notable increase from earlier limitations, especially useful for brands with strict brand safety requirements or niche targeting preferences.
Layered Controls: Account, Campaign, and (Still) Ad Group
Microsoft is also refining control levels:
- Account Level: View and manage manager-level control lists, or create custom exclusion lists.
- Campaign Level: Easily apply account-level lists directly within campaign settings.
- Ad Group Level: No change here. You can still add exclusions at this level, but Microsoft recommends handling exclusions at the campaign level for consistency.
This layered approach allows flexibility while promoting best practices—especially valuable for agencies managing multi-tiered campaign structures.
Targeted Website List Still in Pilot
While the exclusion updates are live, one related feature—Targeted Website Lists—is still in open pilot. Advertisers looking to gain access will need to contact Microsoft Advertising directly.
Competitive Context
This move places Microsoft Advertising on stronger footing as it competes with Google Ads in a market demanding more control, transparency, and brand safety. With growing investment in native and programmatic ad inventory, better exclusion capabilities aren’t just a convenience—they’re a necessity.
Bottom Line
If you’ve been frustrated by manual exclusion management or limited list size, this update from Microsoft Advertising is a big win. It’s a signal that the platform is listening to performance marketers—and taking steps to close usability gaps with more mature ad platforms.
