We recently found out that we wasted a lot of money on Google Adwords by not excluding irrelevant site categories under Targeting section for a campaign. In adwords by default all site categories are ON. This makes your ads run on all kind of websites. So if you are selling a children TOY on your website and your ads are appearing on a Death and tragedy related site its a direct waste of money. So you must disable all categories which are not relevant. See the attached screenshot. Here are the steps Go to your campaign Click on display network tab Click on Red Targeting button Check the site category exclusion drop down and disable not relevant categories like Death & tragedy / Crime, police, and emergency / Military and international conflict etc We recently found out this and thought its worth sharing here so that many others like us can check and save money and only get relevant clicks.