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."

How to set advanced mobile and tablet options

How you set advanced mobile and tablet options and which options are available differ for smartphones and WAP devices.

  • Smartphones: Target operating systems, device models, carriers and wireless networks.
  • WAP devices: Target carriers and wireless networks.
Smartphones

For ads that show on smartphones with full Internet browsers:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Select one of your “Display Network only” campaigns.
  4. Click the Settings tab.
  5. Expand the "Advanced mobile and tablet options" plus box located near “Devices,” which is under “Desktops and laptops, mobile devices, and tablets.”

    “Advanced mobile and tablet options” 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.
WAP devices

For mobile text or image ads that appear on feature phones, also known as WAP devices:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Select one of your “Display Network only” campaigns.
  4. Click the Ads tab.
  5. Either click the pencil that appears when you place your mouse cursor over your ad if you're adding the feature to an existing ad, or select New ad > WAP Mobile Ad if you haven't created a mobile ad yet.
  6. Click Advanced targeting and network options.
  7. Click "Show my ad only on specific mobile carrier's networks." This will expand to reveal a menu of mobile carriers for you to choose from. You can choose to show your ads to people on all mobile carriers, or target specific ones depending on your preference. Keep in mind that not all countries in which we offer carrier targeting can support WAP mobile ads.
  8. Click Save to finish.

Next steps