In September 2018, Google Ads made changes to the exclusion settings for display ads on mobile devices. Now in the KMS it is impossible to disable ads in applications and games, simply by ticking the required field. Here’s how to get around this limitation and reduce traffic from mobile apps to Google Ads.
Briefly about changes in settings
Let us recall what exactly has changed in the settings of the Google Display Network.
In the tab “Placements” – “Exceptions”, two items have disappeared:
- Banners in GMob mobile apps.
With the help of these points, advertisers could remove traffic from mobile applications. Now this cannot be done.
Simplify targeting settings for mobile device types
Previously, the following options were available for mobile targeting:
- Mobile app.
- Tablet apps.
- Mobile apps with interstitial ads.
- Tablet apps with interstitial ads.
In some accounts, these options still work.
However, Google will soon turn them off for all advertisers. There are only three options left for targeting devices: phones, tablets, and computers.
We exclude traffic from mobile applications
Advertisers who do not create or promote their own mobile apps generally preferred to exclude traffic from them. The audience there is usually not very interested in converting, the percentage of random clicks on an advertising banner is high. But eliminating mobile traffic completely means losing the lion’s share of potential customers.
In fact, you can eliminate one of the items without giving up all mobile traffic.
Disable Google Ads in the interface
Go to Google Ads, select “Tools” – “Excluded Placement Lists” from the top menu.
Next, select the existing list or create a new one and add all categories of mobile applications to it. At the time of this writing, there were 140 of them.
All of them will have to be marked manually.
Having marked all possible categories of applications from the list, click “Save”. This is how we created a general list of placements. Now you need to add it to your Display campaigns.
Please note that using this method you will not be able to turn off mobile traffic completely, but will significantly reduce it.
Using AdWords Editor
If you are using AdWords Editor, then you can make all the settings in the app. Going into it, first of all, update the campaign data by clicking “Get the latest changes”.
Check the campaigns for which you want to exclude traffic from mobile applications, and select “Keywords and Targeting” – “Mobile Application Categories, Exclude Criteria” from the “Manage” menu.
Now click on “Add exclusion. category of mob. applications ”at the campaign level and select the All Apps option.
After that click OK to save, then “Check Changes” and “Publish”.
How to exclude resources and content related to the “Games”
This list of exceptions may include not only gaming applications, but websites as well. However, traffic from these sites has the same disadvantages as traffic from gaming applications, so you can safely cut it off if you don’t need it. There are two ways here too.
In the Google Ads interface
Select the required campaign, go to the “Themes” tab, select “Exclusions” – “Exclude topics”.
In the list, mark the item “Games” and save.
Via AdWords Editor
In the campaign you selected, repeat the Manage – Keywords & Targeting sequence, and then select Themes, Exclude Criteria.
We select “Add excluded topic” at the campaign level and mark the item “Games” in the list.
After that, as in the case of excluding applications: click OK to save, then “Check Changes” and “Publish”.
With these simple operations, you can reduce traffic from mobile applications and games and avoid wasting your budget.