About device targeting

For Display campaigns, you can target specific device types, operating systems, device models, and ad inventory (spaces where publishers allow ads to run), as well as carriers and wireless networks. Some of these advanced mobile and tablet options aren’t available for other campaign types.


Say you sell accessories for mobile phones and you want to show your ads to people who own a Mobile Device X. With device model targeting, you can create a message in your ad that's a lot more focused: "Customized Cases for Mobile Device X."

Setting device targeting

Keep in mind, some Display campaigns are already optimized for mobile. For example, mobile app promotion ads will only show on mobile devices. However, you can also set targeted bid adjustments for tablet, mobile phones, and desktop computers. In the previous AdWords experience, you can set your ads to target specific devices and ad space under "Settings" in the "Devices" section. In the new AdWords experience, you can set your ads to target specific devices and ad space by clicking Devices in the page menu. Determine which AdWords experience you're using. 

Computers: These are desktop or laptop devices with screens larger than 7" in diagonal. Selecting this option will give you access to all ad inventory that runs on computers.  

Mobile: These are hand-held devices that include a phone. Types of mobile ad space include:

  • "Mobile app"
  • "Mobile app interstitial"
  • "Mobile web"

Tablet: Tablets are mobile devices that don't necessarily include a phone. Types of tablet ad space include: 

  • "Tablet app"
  • "Tablet app interstitial"
  • "Tablet web"
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