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About mobile ads

Reach your customers while they're on the go, through ads on mobile devices.This article will help you to understand how to display your ads on different mobile devices, such as smartphones and tablets.

Before you begin

To learn the basics of text ad creation, read how to create a text ad.

Where mobile ads can appear

On mobile devices with full browsers such as smartphones or tablets

Within apps on smartphones or tablets

  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
  • TrueView for app promotion ads

Only on devices that can make calls

  • Call-only ads

Ads on mobile devices

Many mobile devices, such as smartphones, have full Internet browsers. These browsers can display websites similar to those that you'd see on a desktop computer, as well as mobile-optimised sites. High-end mobile devices can also host apps, which people can download from the app store in their device or from a website.

The wide variety of media available on mobile devices means that you can show ads in many different formats. Testing your message using multiple ad formats can help you to understand what drives customers to your website or to download your mobile app. However, as a start, tailoring your message to be compelling for customers on mobile devices can help your ads to look and perform much better in any format.

To make sure that your ad looks great on the small screen, you can create a mobile-optimised ad with a message, display URL and landing page specifically for mobile devices. To do so, select the "Mobile" tick box next to the "Device preference" setting. If your ad groups contain ads that are eligible to appear on all devices and mobile-optimised ads, only your mobile preferred ads will appear on mobile devices.

Bear in mind

On mobile devices, there's less space for ads. To help your ads to 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 mobile, then you can set a negative bid adjustment for mobile.

Types of mobile ads

Mobile image ad 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 third party ad serving to create ads, make sure that you use the accepted sizes for images and follow the requirements:

  • Smartphone: 320 x 50, 300 x 250, 336 x 280 Interstitial
  • Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial

Mobile devices with full browsers

We define full browsers as those that can show standard HTML web pages and can support a customer making a purchase from start to finish, including supporting any tracking or Google Analytics functionality on e-commerce pages.

Examples of mobile devices with full browsers

So many mobile devices are being released that unfortunately we don't have a comprehensive list of all of them, or a definitive list of those devices that currently have full browsers. However, here are some common mobile devices that have historically been equipped with full browsers:

  • iOS devices (Safari and Chrome)
  • Android devices (Chrome)

If you're not sure whether a particular model of phone or mobile device offers a full browser, you can check with the manufacturer or a reseller to see if the device can support HTML pages and e-commerce transactions.

Only show ads on desktop computers

Here's how to change your campaign settings to avoid showing ads on mobile devices:

  1. Sign in to your AdWords account at
  2. Go to your Campaigns page and select the campaign that you'd like to show only on desktop computers.
  3. Click the Settings tab.
  4. In the "Devices" section, find "Mobile devices with full browsers" in the table.
  5. In the Bid adj. column, click the pencil icon to enter or edit a bid adjustment.
  6. To reduce your bids on mobile devices by 100%, select Decrease by from the drop-down menu and enter "100%".
  7. Click Save.
Try it now

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