Mobile Advertising assessment study guide

Show your ads in mobile apps

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Content exclusion ('G-mob mobile app non interstitial' exclusion) has been replaced by simplified device targeting options of computer, tablet and mobile.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

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 that 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 web pages, videos and apps.

What’s changed for mobile targeting?

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

Target mobile app categories and specific apps

If you'd like your ads to appear only in specific mobile apps, you can indicate that in your targeting settings.

  1. Sign in to your Google Ads account.
  2. Click Display campaigns in the navigation panel.
  3. From the navigation panel on the left, click Placements.
  4. Select the ad group that you want to modify.
  5. To target specific categories, expand the app stores under “App categories” and choose the categories you want. These categories match the category names in each store.
  6. To target specific apps, click Apps, then search for the apps by name. 
  7. If you know the IDs of the apps you want to target, click "Enter multiple placements" and then enter the IDs in 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
  8. Click Save
To see which apps are showing your ads currently, go to the Display campaigns in the navigation panel, then click Placements in the page menu.
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 Centre