Advanced mobile and tablet options in “Display Network only” campaigns

You can target specific operating systems, device models, as well as carriers and wireless networks with your “Display Network only” campaigns. Advanced mobile and tablet options aren’t available for other campaign types.

Example

Say you're trying to reach users who are on Mobile Carrier X who might want jazz music for their ringtones. With carrier targeting, you can create a message in your ad that's a lot more focused: "Jazz Ringtones for Mobile Carrier X."

Tip

Keep in mind, some "Display Network only" campaigns are already optimized for mobile: mobile app promotion ads will only show on mobile devices. However, you can still set bid adjustments for tablet, mobile phones, and desktop computers under "Settings" in the "Devices" section.

How to set advanced mobile and tablet options

Targeting operating systems, device models, carriers and wireless networks on smartphones and tablets with full browsers.

"All features" campaigns

For Display campaigns that show text, image or video ads:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Select one of your “Display Network only - All features” campaigns.
  4. Click the Settings tab.
  5. Under Advanced settings, expand the "Device: target selected mobile devices and tablets" plus mark.
  6. Next to "Devices" click Edit.
  7. The section should expand and you’ll be able to choose operating systems, device models, as well as carriers and Wi-Fi.
    • Operating systems: Choose to show your ads to people on all operating systems or target specific ones. Example: Android or iOS.
    • Device models: Choose to show your ads to people on all device brands and versions or target specific ones.
    • Carriers: Choose to show your ads to people on all mobile carriers or target specific ones in the area you’re targeting. Keep in mind that the option to choose specific carriers to target is offered in many countries, but not all.
    • Wi-Fi: To show your ads to people on wireless networks, select “Wi-Fi traffic.” If you choose to include Wi-Fi traffic, you'll target all Wi-Fi users, regardless of which carrier they're using.
Mobile-only campaigns

For campaigns that show app promotion ads or other mobile-only ads on smartphones and tablets with full Internet browsers:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Select one of your “Display Network only” campaigns.
  4. Click the Settings tab.
  5. Next to "Devices", click Edit.
  6. The section should expand and you’ll be able to choose operating systems, device models, as well as carriers and Wi-Fi.
    • Operating systems: Choose to show your ads to people on all operating systems or target specific ones. Example: Android or iOS.
    • Device models: Choose to show your ads to people on all device brands and versions or target specific ones.
    • Carriers: Choose to show your ads to people on all mobile carriers or target specific ones in the area you’re targeting. Keep in mind that the option to choose specific carriers to target is offered in many countries, but not all.
    • Wi-Fi: To show your ads to people on wireless networks, select “Wi-Fi traffic.” If you choose to include Wi-Fi traffic, you'll target all Wi-Fi users, regardless of which carrier they're using.

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