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Create a mobile app users remarketing list

Remarketing lets you show ads to people who have installed your mobile app, and there are a couple different types of "Mobile app users" remarketing lists. In general, they allow you to show ads to people who are already users of your app while they use other apps on the Display Network.

The "Mobile app users" list type lets you upload a list of mobile identifiers that you've collected, and, when these people are using apps on the Display Network, you can show them your ads.

Before you begin

This article covers how to create remarketing lists in the "Mobile app users" category. To learn how these lists work, read about remarketing to app users.

Link your Google Play account

Linking your AdWords account to your Google Play account automatically creates a list of all the users who have your app installed. Once the link request is approved by the owner of the Google Play account, remarketing lists will appear automatically in your Shared library. Your list will update in real time as users install and uninstall your app, so you can easily and most efficiently remarket to all the users of your app. Learn more about how to link your Google Play account.

Create a list of uploaded mobile IDs

The simplest type of remarketing list is based on whether or not people are actively using your app. Here's how to create this type of list:

  1. Sign in to AdWords
  2. Click Shared Library.
  3. Click Audiences.
  4. If you’re creating a remarketing list for the first time, you’ll see several remarketing options. Under "Mobile app users," click Create list. If this isn't the first remarketing list you've created, click +Remarketing list and select "Mobile app users" from the drop-down menu.
  5. Next to "Who to add to your list", choose Upload advertising IDs/IDFAs from the drop-down menu.
  6. In the section directly above, enter a name for this list.
  7. Under "People who used this app", click Select an app.
  8. To enter a new app, click Add a new app….
  9. Under "Mobile app platform", choose the appropriate app store. Then, enter your app name, ID, or publisher and click Look up. Select your app, and click Choose.
  10. Upload a .csv file with your mobile IDs. Click Choose file… to find your list and upload the file to AdWords. Your list should have one ID per line, and capitalization is not important. Make sure it follows the policy for advertising based on interests and location.
  11. Check the box "This data was collected and is being shared with Google in compliance with Google's policies" if you agree with this statement.
  12. Click Upload and save list. You can see the progress of your uploading file under "Audiences," which can take up to 3 hours to complete.It's best to refresh this list at least every 7 days
  13. Add your "Mobile app users" list to your campaign.
    • To show ads on the Display Network, add your list to a "Display Network only" campaign.
    • Open the campaign, click the Display Network tab and click + Targeting
    • Choose your campaign and ad group.
    • Click "Add targeting" and select "Interests and remarketing," then click "Remarketing lists" and select a list.
    • Click Save

Requirements

  • File uses the .csv format and is no more than 100MB
  • Android advertising IDs or iOS IDFAs are listed one per line

Add more mobile IDs to a list

  1. Click Shared library.
  2. Click Audiences.
  3. In your table of remarketing lists, click your mobile app users list.
  4. In the upper corner of the gray box, click the pencil icon.
  5. Select the "Add more mobile IDs" option.
  6. Choose the file that contains the Android advertising IDs or iOS IDFAs you want to add.
  7. Click the checkbox for "This data was collected and is being shared with Google in compliance with Google's policies" if you agree with this statement.
  8. Click Upload and save list

Tip

Refresh your lists regularly so that the mobile IDs of users who are valuable to you are on your lists.

Remove mobile IDs from a list

  1. Click Shared library.
  2. Click Audiences.
  3. In your table of remarketing lists, click your mobile app users list.
  4. In the upper corner of the gray box, click the pencil icon.
  5. Select the "Remove mobile IDs" option.
  6. Choose the file that contains the Android advertising IDs or iOS IDFAs you want to remove.
  7. Click the checkbox for "This data was collected and is being shared with Google in compliance with Google's policies" if you agree with this statement.
  8. Click Upload and save list
Fix errors or issues with your list
Error / Issue Fix
Check mobile IDs Make sure the Android advertising IDs or iOS IDFAs have the right formatting. Example: 123f4567-e89b-12d3-a456-426555440001 . Uppercase or lowercase letters are both OK.
Check formatting Separate mobile IDs with a line break.
File is too large Split your file into smaller files to upload them.
Action not permitted Check to make sure you're uploading a .csv file. No other file types are supported.

Tag the events in your app for remarketing

For even more powerful remarketing, you can tag specific actions that people do in your app so your app signals to AdWords as these events happen. Once you've tagged those actions in your app, you can create lists that update as people perform these actions in your app. For example, you can target a list of all users who have been active over the past 7 days. Or, you could target a list of users who have taken an action in your app, but haven't completed it, or taken the next step in your app. Learn more about tagging events in your app.

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