Show your ads in mobile apps

Reach a growing audience using mobile phones and tablets by showing your ads in mobile apps. Display Network campaigns are designed to show your ads in apps by default if the placement (the destination for your ad) matches the targeting you've set for your campaign.

This article covers how to show your ads in apps on the Display Network. To promote your app, learn about App campaigns. To avoid showing ads on certain placements, read about how to exclude specific webpages, videos, and apps.

Before you begin

Targeting and exclusion controls for mobile Display have been simplified to make it easier to reach the growing base of mobile users.

Content exclusion (“G-mob mobile app non interstitial” exclusion) has been replaced by simplified device targeting options of computer, tablet, and mobile.

You can control which publishers or types of content your ads appear on using:

  • Topics
  • Device targeting: computer, tablet, mobile
  • App category
  • Individual app exclusions via placement exclusions for mobile apps, and individual website exclusion
  • Content exclusions

What’s changed for mobile targeting?

Google Ads no longer supports targeting to app inventory using device settings and placement.


If you'd like your ads to appear only in specific mobile apps or in certain app categories, follow the steps below to indicate that in your targeting settings.

  1. Sign in to your Google Ads account.
  2. From the workspace bar at the top, select Display campaigns. Click Display campaigns and then click Apply.
    Note: If you prefer to use the navigation panel on the left, click Change view in the top right of your Google Ads account.
  3. From the page menu on the left, click Content, then click Placements.
  4. Click the pencil icon Pencil icon / edit icon and then click Edit placements.
  5. Click Select an ad group.
  6. Select the campaign and then the ad group that you want to modify.
  7. To target specific categories, click App categories and choose the categories you want. These categories match the category names in each store.
  8. To target specific apps, click Apps, then search for the apps by name.
  9. If you know the IDs of the multiple apps you want to target, click Enter and then type in the IDs using the following formats:
    • Google Play apps: mobileapp::2-<your package name, found in the Google Play store>
      • For example,
    • iOS apps: mobileapp::1-<9-digit numeric app ID>
      • For example, mobileapp::1-123456789
  10. Click Save.
To learn which apps are showing your ads currently, click Display campaigns from the workspace bar at the top, click Content in the page menu on the left, then click Placements.
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center