Refining your App campaign audience targeting with audience exclusion segments lets you choose who shouldn't view your ads. Learn more About audience exclusion segments for App campaigns.
Before you begin
To use audience exclusions, you must connect your campaign to the appropriate conversion source based on the campaign’s optimization.
- If you’re only optimizing for installs, the conversion source must be Firebase.
- If you’re optimizing for installs and in-app actions, the conversion source for installs must be Firebase or Google Play, and for in-app actions it must be Firebase.
To successfully exclude certain potential or current app users from your advertising audience base, you must follow all of the steps below.
- Link your campaign to your Firebase SDK account.
- Enable Firebase conversion tracking.
- If you use cross-account conversion tracking to measure conversions in a manager account, set up Firebase conversion tracking and enable bidding from your manager account.
- You must have an audience segment that's eligible for exclusion. These include Google Play audience segments and segments imported from Google Analytics for Firebase (these must be based on Firebase events).
Make sure to complete all the steps detailed above while creating audience exclusion segments. If you haven’t, you’ll receive a prompt to meet the missing requirements.
Instructions
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.
- In your Google Ads account, click the Campaigns icon
.
- Click the Audiences, keywords, and content drop down in the section menu.
- Click Audiences.
- In the "Exclusions" dropdown, click Edit exclusions.
- Under "Select level for editing exclusions", click Campaign.
- All campaigns eligible for audience exclusions will be filtered to the top.
- You can revert the segment to all campaigns by clicking the “Eligibility” field and selecting All in the dropdown menu that appears.
- Choose the campaign for which you’re creating audience exclusions.
- Check the boxes beside all applicable audiences. Reference the note on eligible segments in the previous section.
- Click Save.
Audience exclusions are only available at the campaign level. You can't create them at the account level.
