About mobile ads
Before you begin
To learn the basics of text ads creation, read how to Create a new text ad.
Where mobile ads can appear
On mobile phones or tablets
- Text ads
- Image ads
- App promotion ads
- HTML 5 ads built with Google Web Designer
Within apps on mobile phones or tablets
- Text ads
- Image ads
- App promotion ads
- Image app promotion ads
- Video app promotion ads
- TrueView for app promotion ads
Call-only ads show only on devices that can make calls
Ads on mobile phones and tablets
The wide variety of media available on mobile phones and tablets means you can show ads in many different formats. Testing your message using multiple ad formats can help you understand what drives customers to your website or to download your mobile app. However, in general, starting by tailoring your message to be compelling to customers on mobile phones and tablets can help your ads look and perform much better in any format.
To make sure your ad looks great on the small screen, you can create a mobile-optimized ad with a message, display URL, and landing page specifically for mobile phones and tablets. To do so, select the "Mobile" checkbox next to the "Device preference" setting. If your ad groups contain ads that are eligible to appear on all devices and mobile-optimized ads, only your mobile preferred ads will appear on mobile phones and tablets.
Keep in mind
On mobile phones and tablets, there is less space for ads. To help your ads appear in this limited space, Check and understand Quality Score and estimated first page bids. These aspects work together towards building your Ad Rank, which helps determine where your ads will appear on the screen.
All new campaigns are automatically eligible to run on most mobile devices. If you’d like to avoid showing ads on certain devices, you can set a negative device bid adjustment.
Types of mobile ads
Mobile image ads requirements
To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”. If you're using 3rd party ad serving to create ads, make sure to use the accepted sizes for images and follow the requirements:
- Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial
- Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial
Read the Google Best Practices guide about growing your business with mobile ads. Topics include:
- Mobile ad creatives and extensions in AdWords
- Measuring the value of mobile ads
- Mobile advertising without mobile-optimized sites
Mobile devices are products people use while they’re on the go. New mobile devices are constantly being released, so we don’t have a comprehensive list of all of them. However, here are a few common types:
“Mobile phones” usually refers to smartphones that have a screen smaller than 7 inches. Keep in mind that in AdWords, mobile phones are sometimes to as “mobile devices” or “mobile devices with full browsers.”
Tablets resemble both mobile phones and computer in many ways. But unlike mobile phones, tablets typically have a screen that’s 7 inches or larger. And unlike computers, tablets have touch screens. Keep in mind that in AdWords, “Mobile devices” is sometimes used to refer to mobile phones and tablets.
Wearables—like smartwatches—are devices that people can use to connect to the internet on the go but are typically smaller than mobile phones. At this time, AdWords doesn’t show ads on devices that don’t have a screen.
Only show ads on desktop computers
Here's how to change your campaign settings to show ads only on desktop computers:
Choose the AdWords experience you're using. Learn more.
- Sign in to your AdWords account .
- Go to your Campaigns page and select the campaign you'd like to show only on desktop computers.
- Click the Settings tab.
- In the "Devices" section, find "Mobile devices with full browsers" in the table.
- In the Bid adj. column, click the pencil icon to enter or edit a bid adjustment.
- To reduce your bids on mobile devices by 100%, select Decrease by from the drop-down, and enter "100%".
- Click Save.
- Now find the “Tablets” row, and repeat steps 5-7.