About device targeting

Device targeting allows you to target your ads to people based on the device they're using.

Setting device targeting

You can follow the instructions below to set targeted bid adjustments for specific devices:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Insights and reports drop down in the section menu.
  3. Click When and where ads showed.
  4. Click the Devices tab.

Here are the devices that are available for targeting:

  • Computers: These are desktop or laptop devices with screens larger than 7" in diagonal.
  • Mobile: These are hand-held devices that include a phone.
  • Tablet: Tablets are mobile devices that don't necessarily include a phone.
  • TV screens: These are devices that stream TV content such as smart TVs, gaming consoles, and connected devices like Chromecast. This targeting option is only available for Display and Video campaigns.

What is reported under the "Other" section in the Device section?

As mentioned above, the Google Ads system provides filters for computers, mobile phones, tablets, and TV screens. However, there are some types of devices that don't fall under any of these sections, for example, feature phones or low or mid-range phones.

These kinds of devices mostly access the internet via browsers, so it’s expected to have some activity reported in the "Other" section of the Device tab, even if you're targeting computers only.

Advanced targeting

Advanced options are available for Demand Gen, Display, and Video campaigns that allow you to target specific device types, operating systems, device models, and ad inventory or spaces where publishers allow ads to run, as well as carriers and wireless networks. Targeting specific devices narrows your reach to those devices. Some advanced mobile and tablet targeting options aren't available for other campaign types.

For example, you're selling accessories for mobile phones and you want to show your ads to people who own Mobile Device X. With device model targeting, you can create a message in your ad that's a lot more focused: "Customized Cases for Mobile Device X".

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