Google Change Mobile Display Targeting

10th August 2018

As well as changing its name from AdWords to Ads, Google continues its programme of simplification by simplifying targeting and exclusion controls for Google Display Network ads on mobile devices. The changes to the service will begin to roll out during September 2018.  Google claims that this is to allow advertisers to more easily reach mobile users.

As a result of these changes, Google is predicting that you may see a significant increase in mobile apps or mobile web traffic. Although this may depend on your current settings.

 

Why is there a controversy?

In the PPC community, there have been some raised eyebrows about the problems that may appear. Many paid search managers say they have not seen positive results from the use of display ads in mobile apps and have reasons to block them entirely, despite the growth of people using those apps.  This seems to be caused by the single-minded use of apps, where people use the product for a specific purpose, rather than being open to browsing as they are when surfing the internet in a more open experience.

 

Googleadsenseformobileapps.com to be discontinued

Until this update, the primary way to keep ads from showing in most mobile apps is to exclude the domain googleadsenseformobileapps.com. and add the “G-mob mobile app non-interstitial” content exclusion. Both of these options will no longer be available.

Controls for this will now be located under the devices section of campaign settings of the new web interface. If you know ahead of time which apps you want to target or exclude, without waiting for them to show up in a placement report, you’ll need to format them appropriately based on the operating system.

If you are having problems with your Google PPC including display advertising, talk to the expert at DOM Marketing.  As a Google Premier Partner, we have years of experience in the trade and are able to offer you sound on advice on your e-commerce strategy.