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Set up mobile device targeting

This article includes instructions on how to use mobile device targeting in the Settings tab. These settings let you focus your ads on specific types of ad inventory, based on the type of device that your audience is using. 

Before you begin

Start by reading more about these different settings in About mobile device targeting settings

Instructions

Targeting operating systems, device models, providers and wireless networks on smartphones and tablets with full browsers.

Display campaigns

For Display campaigns that show text, image or video ads:

  1. Sign in to AdWords.
  2. Click the Campaigns tab.
  3. Select one of your “Display Network only – All features” campaigns.
  4. Click the Settings tab.
  5. Under Advanced settings, expand the "Device: target selected mobile devices and tablets" plus mark.
  6. To expand the section, next to "Devices", click Edit.
  7. To opt out of showing ads on a specific device type, untick the box next to it.
  8. To choose the specific ad inventory types (types of spaces for your ads), tick the box for that device type, and click the drop-down menu to select inventory types.

    • Computers: The default for computers is all inventory. 
    • Mobile: Options include "Mobile app", "Mobile app interstitial", and "Mobile web". If you select all, your ads will "Always show on mobile" inventory.   
    • Tablet: Options include "Tablet app", "Tablet app interstitial" and "Tablet web". If you select all, your ads will "Always show on tablet" inventory.
  9. To target specific device operating systems, models or carriers, click.

    • 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.
    • Operators: Choose to show your ads to people on all mobile carriers or target specific ones in the area that you’re targeting. Bear 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, then you'll target all Wi-Fi users, regardless of which carrier they're using.

Mobile-only campaigns

For campaigns that show app promotion ads or other mobile-only ads on smartphones and tablets with full Internet browsers:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Select one of your “Display Network only” campaigns.
  4. Click the Settings tab.
  5. Next to "Devices", click Edit.
  6. The section should expand and you’ll be able to choose operating systems and device models as well as providers 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.
    • Operators: Choose to show your ads to people on all mobile carriers or target specific ones in the area that you’re targeting. Bear 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, then you'll target all Wi-Fi users, regardless of which carrier they're using.
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