Per the email Google AdWords sent out on 8/1/18:

Dear Google Ads Advertiser,

You are receiving this message because your Google Ads account (Customer ID: XXX-XXX-XXXX) contains at least one Google Display Network (GDN) campaign that will be impacted by upcoming changes to mobile targeting and placement exclusion controls.

What’s changing

In September 2018, the exclusion and the GMob mobile app non-interstitial exclusion will no longer be available within Google Ads. Device settings will also be consolidated into three device types: computer, mobile and tablet.

This change simplifies how you reach mobile users across the web and on apps, and it may impact if and how your ads show in mobile apps. As a result of these updates, you may see a significant increase in mobile apps traffic or mobile web traffic depending on your current settings.

Next Steps

To help ensure that your ads appear within apps and across sites as expected, adjust your existing controls to meet your campaign goals before September 1, 2018. Visit the Help Center to learn how to make these changes. If you have any questions about these updates, please don’t hesitate to reach out to your account team or contact us at any time.


The Google Ads team

Prepare for updates to mobile targeting and exclusion

If you’d like to transition your campaigns before the change in September, follow the below steps.

Step 1: Remove blanket app placements and exclusions

Remove the  “” placement exclusion and see Step 2 to update your device settings. To see your exclusions, click Placements in the page menu, then click the Exclusions tab.

Step 2: Update your device targeting

For campaigns that targeted different kinds of mobile and tablet traffic, you can update your device targeting by following these steps:

  1. Visit your campaign settings.
  2. Click Additional settings.
  3. Click Devices.
  4. Click Set specific targeting for devices.
  5.  Select the device settings that apply to you:
    1. To target mobile traffic, check all of Mobile appMobile app interstitial and Mobile web. If you don’t want to target mobile traffic, uncheck all these options.
    2. To target tablet traffic, check all of Tablet appTablet app interstitial and Tablet web. If you don’t want to target tablet traffic, uncheck all these options.

Step 3: Check that your granular controls are up to date

Review and update your topic targeting to make sure that you target and exclude categories of content across both web and apps. In addition to the topics, review your placement controls to verify that you’re targeting and excluding all the individual websites and apps that you need. Review your app category placements for targeting and exclusion across app categories.

Step 4: Review your brand safety controls

Go to the content exclusions setting to review your brand safety controls. The “G-mob mobile app non interstitial” checkbox will be deprecated and your ads will now serve on this inventory but other existing controls there will be updated and enhanced. Make sure your selections are consistent with your brand safety goals.

How to stop targeting mobile apps

If you don’t want your ads to show in apps, you can target the web exclusively.

  1. Sign in to your Google Ads account.
  2. From the navigation panel, click Display campaigns, then select the campaign you want to edit.
  3. From the page menu, click Settings.
  4. Click Additional settings.
  5. Click Devices, then select Set specific targeting for devices.
  6. Uncheck the boxes next to “Mobile app”, “Mobile app interstitial”, “Tablet app”, and “Tablet app interstitial”.
  7. Click Save and Continue.

If you want to exclude individual mobile apps rather than all mobile apps, you can use placement exclusions for mobile apps.

Fore more information, visit:

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