Create a WAP mobile ad

A WAP mobile ad is a text ad or image ad that's made to show on WAP-enabled mobile devices (sometimes called "feature phones"). WAP-enabled devices let people browse mobile websites that are specifically designed for small mobile devices. These websites are typically much simpler than the full-fledged websites you'd normally see on a desktop computer.

Example of an image ad on a
A WAP mobile ad
on a WAP-enabled phone

WAP mobile ads allow you to reach people who are searching on their feature phones for products or services that you offer. These people would miss out on regular search or high-end mobile ads that might be shown for the same queries on other devices.

You can create either WAP text ads or WAP image ads. If you're creating a WAP text ad, you can link to your mobile website or even connect customers directly to your business phone number. Depending on your location, you can also target specific mobile carriers.

Creating a WAP text ad

To create a new WAP text ad in one of your existing ad groups, first make sure All features are enabled from the Settings tab for your campaign. Then, follow these steps:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Go to the Campaigns tab and select any one of your existing campaigns.
  3. Navigate to the Ads tab.
  4. Click the + Ad link at the top of the table and choose WAP mobile ad.
  5. Select WAP text ad and fill out the rest of the fields as needed. (Note that ad text for WAP ads has limit of 18 characters per line, and display URLs can have a maximum of 20 characters.)
  6. Optional: To add a phone number to your ad, check the box next to "Connect customers to my business telephone number so that people can click to call."
  7. Click Save ad. Create a new ad
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Creating a WAP image ad

To create a new WAP image ad in one of your existing ad groups, first make sure All features are enabled from the Settings tab for your campaign. Then, follow these steps:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Go to the Campaigns tab and select any one of your existing campaigns.
  3. Navigate to the Ads tab.
  4. Click the + Ad link at the top of the table and choose WAP mobile ad.
  5. Select WAP image ad and fill out the rest of the fields as needed.
  6. Click Save ad.
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