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Content exclusion (“G-mob mobile app non interstitial” exclusion) has been replaced by simplified device targeting options of computer, tablet, and mobile.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


"" will continue to show up in your "Automatic placement" reports even after its deprecation.

Impressions and potential clicks and conversions are reported in the “Automatic placement” section under “” when:

  • It uses targeting other than placement targeting, such as keyword, topic, or audience targeting.
  • If it’s displayed on an AdMob request.

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.

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu and then click Campaigns.
  3. From the Views bar at the top, click Add filter.
  4. Click Campaign type and select Display. Click Apply.
    Note: If you prefer to use the navigation panel on the left, click Change view in the top left of your Google Ads account.
  5. Click the Audiences, keywords, and content drop down in the section menu and click Content.
  6. Go to the Placements tab.
  7. Click the pencil icon Pencil icon / edit icon and then click Edit placements.
  8. Click Select an ad group.
  9. Select the campaign and then the ad group that you want to modify.
  10. To target specific categories, click App categories and choose the categories you want. These categories match the category names in each store.
  11. To target specific apps, click Apps, then search for the apps by name.
  12. 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
  13. Click Save.
To learn which apps are showing your ads currently, click Display campaigns from the Views bar at the top, click Content in the page menu on the left, then click Placements.

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