Create a mobile app users remarketing list

There are different types of remarketing lists to consider when trying to reach users of your app while they use other apps in the Google Display Network. This article provides instructions to create remarketing lists in the "Mobile app users" category. To learn how these lists work, read about remarketing to app users.

Link your Google Play account

Linking your Google Ads account to your Google Play account automatically creates a list of all the users who have your app installed. Once the link request is approved by the owner of the Google Play account, remarketing lists will appear automatically in your Shared library. Your list will update in real time as users install and uninstall your app, so you can easily and most efficiently remarket to all the users of your app. Learn more about how to link your Google Play account.

Create a list of uploaded mobile IDs

The simplest type of remarketing list is based on whether or not people actively use your app. To create this type of list:

  1. Sign in to AdWords
  2. Click Shared Library.
  3. Click Audiences.
  4. Under "Mobile app users," click Create list.
    • If you already have remarketing lists, click +Remarketing list and select "Mobile app users" from the drop-down menu.
  5. Next to "Who to add to your list", choose Upload advertising IDs/IDFAs from the drop-down menu.
  6. In the section directly above, enter a name for this list.
  7. Under "People who used this app", click Select an app.
    • To enter a new app, click Add a new app….
  8. Under "Mobile app platform", choose the appropriate app store. Then, enter your app name, ID, or publisher and click Look up. Select your app, and click Choose.
  9. Click Choose file… to find and upload a .csv file with your mobile IDs. Make sure it follows the Personal advertising policy.
    • The file needs to be of .csv format and no more than 100MB in size
    • Android advertising IDs or iOS IDFAs are listed one per line
    • Capitalization is not important
  10. Check the box "This data was collected and is being shared with Google in compliance with Google's policies" if you agree with this statement.
  11. Click Upload and save list. The upload can take up to 3 hours to complete. Track the progress of your upload under "Audiences." 
    • It's best to refresh this list at least every 7 days
  12. Add your "Mobile app users" list to your campaign.
    1. Add your list to a "Display Network only" campaign.
    2. Open the campaign, click the Display Network tab and click + Targeting
    3. Choose your campaign and ad group.
    4. Click Add targeting, select Interests and remarketing, then click Remarketing lists and select a list.
    5. Click Save

Requirements

  • File uses the .csv format and is no more than 100MB
  • Android advertising IDs or iOS IDFAs are listed one per line

Add more mobile IDs to a list

  1. Click Shared library.
  2. Click Audiences.
  3. In your table of remarketing lists, click your mobile app users list.
  4. In the upper corner of the gray box, click the pencil icon.
  5. Select the Add more mobile IDs option.
  6. Choose the .csv file that contains the Android advertising IDs or iOS IDFAs you want to add.
  7. Click the checkbox for "This data was collected and is being shared with Google in compliance with Google's policies" if you agree with this statement. Learn more about Personalized advertising.
  8. Click Upload and save list

Remove mobile IDs from a list

  1. Click Shared library.
  2. Click Audiences.
  3. In your table of remarketing lists, click your mobile app users list.
  4. In the upper corner of the gray box, click the pencil icon.
  5. Select the Remove mobile IDs option.
  6. Choose the file that contains the Android advertising IDs or iOS IDFAs you want to remove.
  7. Click the checkbox for "This data was collected and is being shared with Google in compliance with Google's policies" if you agree with this statement. Learn more about Personalized advertising.
  8. Click Upload and save list
Fix errors or issues with your list
Error / Issue Fix
Check mobile IDs Make sure the Android advertising IDs or iOS IDFAs have the right formatting. Example: 123f4567-e89b-12d3-a456-426555440001 . Uppercase or lowercase letters are both OK.
Check formatting Separate mobile IDs with a line break.
File is too large Split your file into smaller files to upload them.
Action not permitted Make sure you're uploading a .csv file. No other file types are supported.
 

Tip

Make sure to pass back all app actions within your app as associated to your data feed to ensure high match rate and increased inventory coverage.

Tag the events in your app for remarketing

For even more powerful remarketing, you can tag specific actions that people do in your app so your app signals to Google Ads as these events happen. Once you've tagged those actions in your app, you can create lists that update as people perform these actions in your app. For example, you can target a list of all users who have been active over the past 7 days. Or, you could target a list of users who have taken an action in your app, but haven't completed it, or taken the next step in your app. Learn more at Tag your app for app engagement campaigns.

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