Set up mobile device targeting

Important: The targeting settings for devices described below have changed. Instead of targeting user interest by the connection type, such as Wi-Fi or carrier, you now can target users on a specific carrier, regardless of connection type.

This article includes instructions for how to use the mobile device targeting in the Settings tab. These settings let you focus your ads on specific types of devices.

Before you begin

Start by reading more about these different settings in About mobile device targeting settings.

Instructions

Targeting operating systems, device models, carriers and wireless networks on smartphones and tablets with full browsers.

Display campaigns

For Display campaigns that show text, image or video ads:

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.
  3. Click Campaigns.
  4. Select one of your “Display Network only - All features” campaigns.
  5. Click the Settings tab.
  6. Under Advanced settings, expand the "Device: target selected mobile devices and tablets" plus mark.
  7. To expand the section, next to "Devices", click Edit.
  8. To opt out of showing ads on a specific device type, uncheck the box next to it.
  9. To choose the specific ad inventory types (types of spaces for your ads), check the box for that device type, and click the dropdown menu to select inventory types.

    • Computers: The default for computers is all inventory.
    • Mobile: Options include "Mobile app", "Mobile app interstitial", and "Mobile web". If you select all, your ads will "Always show on mobile" inventory.
    • Tablet: Options include "Tablet app", "Tablet app interstitial", and "Tablet web". If you select all, your ads will "Always show on tablet" inventory.
  10. To target specific device operating systems, models or carriers, click "Advanced mobile and tablet options".

    • Operating systems: Choose to show your ads to people on all operating systems or target specific ones. Example: Android or iOS.
    • Device models: Choose to show your ads to people on all device brands and versions or target specific ones.
    • Carriers: Choose to show your ads to people on all mobile carriers or target specific ones in the area you’re targeting. You can target users who are using a certain carrier, regardless of the connection type (such as Wi-Fi or carrier-specific). Keep in mind that the option to choose specific carriers to target is offered in many countries, but not all.
    • Wi-Fi: To show your ads to people on wireless networks, select “Wi-Fi traffic.” If you choose to include Wi-Fi traffic, you'll target all Wi-Fi users, regardless of which carrier they're using.

Mobile-only campaigns

For campaigns that show app promotion ads or other mobile-only ads on smartphones and tablets with full Internet browsers:

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.
  3. Click Campaigns.
  4. Select one of your “Display Network only” campaigns.
  5. Click the Settings tab.
  6. Next to "Devices", click Edit.
  7. The section should expand and you’ll be able to choose operating systems, device models, as well as carriers and Wi-Fi.
    • Operating systems: Choose to show your ads to people on all operating systems or target specific ones. Example: Android or iOS.
    • Device models: Choose to show your ads to people on all device brands and versions or target specific ones.
    • Carriers: Choose to show your ads to people on all mobile carriers or target specific ones in the area you’re targeting. Now you can also target users who are using a certain carrier, regardless of what kind of connection type (such as Wi-Fi, carrier-specific). Keep in mind that the option to choose specific carriers to target is offered in many countries, but not all.
    • Wi-Fi: To show your ads to people on wireless networks, select “Wi-Fi traffic.” If you choose to include Wi-Fi traffic, you'll target all Wi-Fi users, regardless of which carrier they're using.

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