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Google AdSense: Blocking Non-Movie Ads with the Competitive Ad Filter

If you use Google AdSense on your movie website, have you ever seen Google AdSense ads on it that have nothing to do with the film industry e.g. car, health-care, vacationing ads, etc.? I have so I decided to do something about it. I knew there was a way to block certain advertisements within Google AdSense, it just took a little digging to find it. It’s called the Competitive Ad Filter. Here is how to find it within Google AdSense and how I used it:

1.) I logged into Google AdSense.

2.) Once I was in my Google AdSense Overview page, I clicked AdSense Setup.

3.) Over on the right I clicked Competitive Ad Filter.

4.) Once I was on the Competitive Ad Filter page, I saw AdSense for Content: AdSense for Content filters and a empty box. This is where you plug in all of the URLs for the companies and products you do not want showing on your movie website.

5.) Once I was there, I placed the following URLs into the box:

6.) I clicked Save Changes

After about three weeks, my Google AdSense profits had dropped significantly. Without other data to the contrary, it seems people were clicking those non-movie ads. I thought that by blocking the non-film related ads, I would increase the number of film ads on my website and increase the number of daily clicks I received as a consequence. I was mistaken.

The ads must greatly effected Competitive Ad Filter were the 350×200 ads. If you have read: Google AdSense 300×250 Ads are a Movie Website’s Best Friend, you know how important these ads can be to the revenue of a film website. The 486×60 text ads I use were not effected by the filtering. The filtered companies seemed to advertise more with the bigger ads – e.g. 300×250 ads – than the smaller ones.

Google Girl

Maybe I blocked the ads during a low period in film studio advertising through Google AdSense via 300×250 ads which is why more of them did not show up during my blocking initiative. That is a possibility. The drop may also be attributed to the type of movie coverage on my movie website. That is a possibility as well.

After profits did not increase but decreased, I deleted the blocked URLs from the Competitive Ad Filter. Daily profits have not increased back to where they were because of another factor (content Google AdSense does not advertise on) but they have somewhat improved. I will experiment more with the Competitive Ad Filter in the future and let you know.

That was my most recent Google AdSense adventure. What’s yours? Do you use Google AdSense? What has been your experience with blocking Google AdSense Ads through Google’s Competitive Ad Filter? Share below.

About the author

Rollo Tomasi

A Political Science and MBA grad who started ProMovieBlogger to educate others on what he had learned through trial and error. Cinema and TV addict. Former writer at Empire Movies, Blogcritics, and Alternative Film Guide. In addition to writing for FilmBook (, he also edits the copy published on the website, manages its writing staff, manages the back-end operations, site finances, its social network accounts, and works with publicists, actors, and companies on press coverage and promotions. He also created and runs Trending

  • I've used Adsense on my movie site ever since I started and no matter how much tweaking, such as using the competitive ad filter it never seems to make much difference, other than initially lowering earnings which over a few weeks return to what they were. What I have noticed that in the UK where I am based there seems to be fewer movie related ads on adsense where as in the States there appear to be a lot more.

    What maybe of interest is exploring switching off internet-based-ads as I have noticed doing that will increase the number of movie related ads slightly but not actually increasing earnings.

    • ProMovieBlogger

      Aren't internet-based-ads also comprised of movie related ads as well?

      • There are definitely some internet-based-ads which are movie related but I have noticed that more often or not the ads shown are completely unrelated. For example I visited my site a while back with the keywords "Mask starring Cher" and the ads which were served up to me were all to do with buying masks often of the industrial sort which unsurprisingly got very little click throughs from others using the same term. At least when I have experimented with switching internet-based-ads off the ads served have often been more applicable. Although saying that there are times, often weeks at a time, that there are no movie related ads being served in the UK, except for a couple of hours during the evening.

  • Dave

    Adsense is terrible for any entertainment news site. Google keywords for movies and such are really low paying. You can check with google's key work searcher. Adsense should be the last thing to use, IMO.

    • What type of ads should a entertainment news site use? Please be as detailed as possible.

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