Display → Where it shows asks the question the way people answer it: tick the broad strokes, then name the exceptions.

Leave it on Everywhere on the site and the bar shows wherever your theme gives it room. Choose Only what I choose below and three lists appear:

Places — the front page, the blog index, search results, the 404 page, and, because your shop has WooCommerce, the shop page, the cart, the checkout and the account pages.
Post types — any single item of a post type: a product page, a post, a page. This list is built from your own site, so a custom post type you have added appears here without anyone doing anything.
Archives — the listing pages: product categories, product tags, blog categories, tags, and any taxonomy of your own.

Specific pages is there for when ticking a whole kind of content is more than you meant — a single landing page, say.

Common exclusions ticks the places most often left out — the cart, the checkout, the account pages — without going looking for them by name. A place you have chosen above cannot be ruled out here: it greys out rather than cancelling the choice you just made, and the same applies to a place a preset chose for you.

Excluded pages always wins, whatever else says. Start typing and it finds pages, products and categories by name; you never need an ID. Choosing a category covers its archive and everything filed under it.

Excluded addresses takes one path per line, with standing for anything — the same shape you already know from redirects. /account/ keeps it off every page under /account/. It is matched against the path only, so it works whatever your domain is, and it is not a regular expression: a mistyped one is a rule that matches nothing rather than a rule that matches the site.

You can paste an address straight from the browser, letters from other alphabets included. Earlier versions saved such an address as // (the front page), //* (every page) or /, or with letters missing; a line saved like that keeps doing what it did, so if the box holds one you did not mean, delete it and paste the address again.

Audience#

Devices limits it to desktop, tablet or mobile. Leave all three clear for every size. It is decided by the width of the window rather than by guessing from the browser, so a narrow desktop window counts as narrow and the answer survives page caching.

Login status limits it to people who are signed in or signed out. Tick Signed in and User roles appears underneath, narrowing it further — the role list is your own site's. A role is something only a signed-in visitor has, so the question is not asked until it can be answered.

When#

Leave it on Always and it runs until you say otherwise. Between two dates opens a window: a start, an end, particular days of the week, and a time of day. Everything is worked out against your site's clock, the one under Settings → General.

One caveat worth knowing: a page cache can outlive the moment a schedule ends, because the cached copy was made while the schedule was still running. If the timing has to be exact, keep those pages out of your cache.

When you have ticked something, the exceptions box only offers what is inside those ticks — there is no sense excluding a blog post from a bar that only shows on products. Named places are always offered, because "never on the checkout" is worth being able to say whatever else is ticked.