Google Brings Updates to Display Targeting

Estimated Reading Time 4 minutes

Are you running display ads as part of your digital marketing mix?

Well, you might be interested to know that Google are “simplifying” the way that you can exclude mobile apps within your display campaigns.
Until now, the main way to block mobile apps was to exclude “googleadsenseformobileapps.com” in your placement exclusion list. As of September 2018, this option is no longer going to be available.

“Starting in September 2018, Google is simplifying targeting and exclusion controls for Google Display Network ads on mobile devices in order to make it easier to reach the growing base of mobile users. As a result of these changes, you may see a significant increase in mobile apps or mobile web traffic (depending on your current settings).”

Excluding mobile apps isn’t for everyone

For some advertisers, showing display ads on a mobile app is relevant, for example if they’re advertising another app to download, where better to reach a user than in-app.

But for many advertisers, ads in mobile apps are fairly unsuccessful, mainly due to the fact that can can result in a lot of accidental clicks, which can therefore result in wasted spend. Accidental clicks can come from many places, though one key area could be from children unintentionally clicking on your ad.

A report from Common Sense Media in October 2017 stated that children under the age of 9 spent more than two hours per day on screens – a figure which can only have risen. Chances are, if you’re spending most of your display budget on mobile – it’s worth reviewing your placement report to check your budget isn’t being wasted.

Many advertisers chose to use the blanket targeting and exclusion of app inventory on mobile devices due to poor performance, such as the example above. The current device targeting options (shown below) offer a wider range of possibilities, though come September this will be simplified to Computer, Mobile and Tablet.

 

Google Brings Updates to Display Targeting

Essentially, this means advertisers will no longer be able to exclude all apps from the display targeting. Instead, advertisers will either need to opt in or opt out of showing ads on each device. It will still be possible to exclude topics and content exclusions, though moving forward you’ll need to exclude apps as they appear in your placement report, unless you already know which apps you want to exclude.

“As a result of these changes, you may see a significant increase in mobile apps or mobile web traffic (depending on your current settings).”

As Google already noted in their statement, there’s a high chance we’ll be seeing an increase in mobile traffic in September. If you’re concerned about this update and need help reviewing your display advertising, get in touch with the team today.

Sophie Burrows
As a Senior Digital Strategist, Sophie's role is focused around working with clients to achieve their business objectives, through a mixture of digital marketing channels. Having worked closely with clients in a variety of disciplines over the last five years, Sophie has gained an invaluable insight into what makes for a successful campaign. Applying a strategic process along with deep analytics insight has made Sophie an in-demand digital strategist.
All of us @digitalclarity, like most of the nation that can, have been working f
All of us @digitalclarity, like most of the nation that can, have been working from home .
Through this challenging time, we are all adjusting to a new way or communicating. Those video conferencing with colleagues will sympathise with this excellent post on @ladbible via @kaekurd that nails those early days .
The world still turns, business still flows, keep safe
.
.
.
.
#wfh #workingfromhome #video #videoconference #confcall #conferencecall #conferencecalls #videoconferencing #digitalclarity

Posted 5 days ago.

All of us @digitalclarity, like most of the nation that can, have been working from home . Through this challenging time, we are all adjusting to a new way or communicating. Those video conferencing with colleagues will sympathise with this excellent post on @ladbible via @kaekurd that nails those early days . The world still turns, business still flows, keep safe . . . . #wfh #workingfromhome #video #videoconference #confcall #conferencecall #conferencecalls #videoconferencing #digitalclarity

×
COVID-19 may have one of the biggest impacts on businesses and individuals in ou
COVID-19 may have one of the biggest impacts on businesses and individuals in our lifetime - even among the negativity and misinformation, the business world still turns
.
At Digital Clarity, we care about you, our employees, friends, peers and clients - we want to make sure that in these uncertain times, there are some positives and ways to help your business in this extremely difficult situation. See the link in our bio
.
It's going to be a rollercoaster ride, there will be ups and downs and plenty of new challenges which you may not have come up against before
.
Keep safe, keep proactive and keep adapting
.
Good luck and remember, we will get through this
.
.
.
.
.
#digitalclarity #dontpanic #keepgoing #digitalmarketing #digitalconsultant #digitalmarketingagency #ppc #seo #digitalagency #digitalconsulting #b2b #b2bmarketing #b2bsales #winwin #ai #fintech #luxury #content #contentmarketing #keepgoing #keepcalmandcarryon

Posted 1 week ago.

COVID-19 may have one of the biggest impacts on businesses and individuals in our lifetime - even among the negativity and misinformation, the business world still turns . At Digital Clarity, we care about you, our employees, friends, peers and clients - we want to make sure that in these uncertain times, there are some positives and ways to help your business in this extremely difficult situation. See the link in our bio . It's going to be a rollercoaster ride, there will be ups and downs and plenty of new challenges which you may not have come up against before . Keep safe, keep proactive and keep adapting . Good luck and remember, we will get through this . . . . . #digitalclarity #dontpanic #keepgoing #digitalmarketing #digitalconsultant #digitalmarketingagency #ppc #seo #digitalagency #digitalconsulting #b2b #b2bmarketing #b2bsales #winwin #ai #fintech #luxury #content #contentmarketing #keepgoing #keepcalmandcarryon

×
In these uncertain times, it is hard when so much is out of our control
.
The qu
In these uncertain times, it is hard when so much is out of our control
.
The quote from Mandy Hale reminds us that sometimes rather than trying to find answers, we must live in the question
.
.
.
.
#uncertainty #uncertaintimes #stoicism #strength #livelife #keepgoing #nevergiveup #focus #wordsofwisdom #wordsofencouragement #covid #coronavirus #selfisolation

Posted 2 weeks ago.

In these uncertain times, it is hard when so much is out of our control . The quote from Mandy Hale reminds us that sometimes rather than trying to find answers, we must live in the question . . . . #uncertainty #uncertaintimes #stoicism #strength #livelife #keepgoing #nevergiveup #focus #wordsofwisdom #wordsofencouragement #covid #coronavirus #selfisolation

×
We met some great people at Cloud Expo Europe today
. 
We have recently helped s
We met some great people at Cloud Expo Europe today
. 
We have recently helped some wonderful Tech and Software companies - become great. In many cases, increasing enterprise and b2b sales by over 42%
.
Learn how we can be your competitive advantage .
Contact us now +441483 338 270 / link in bio
.
.
.
.
#b2bmarketing #digitalmarketing #digitalmarketingagency #socialmedia #ppc #seo #analytics #unifiedcommunications #uc #ai #b2bsales #securitysoftware #cloudexpoeurope #googleads #fbads #instamarketing

Posted 2 weeks ago.

We met some great people at Cloud Expo Europe today . We have recently helped some wonderful Tech and Software companies - become great. In many cases, increasing enterprise and b2b sales by over 42% . Learn how we can be your competitive advantage . Contact us now +441483 338 270 / link in bio . . . . #b2bmarketing #digitalmarketing #digitalmarketingagency #socialmedia #ppc #seo #analytics #unifiedcommunications #uc #ai #b2bsales #securitysoftware #cloudexpoeurope #googleads #fbads #instamarketing

×
Great to be amongst some of the leaders in AI, Cyber Security and IOT .
.
.
.
.
Great to be amongst some of the leaders in AI, Cyber Security and IOT .
.
.
.
.
#cloudexpoeurope #cloudexpo #cybersecurity #ai #iot #internetofthings #digitalclarity #b2b #b2bmarketing #b2bsales #excellondon #it #cloud #cloudcomputing #cloudserver

Posted 2 weeks ago.

Great to be amongst some of the leaders in AI, Cyber Security and IOT . . . . . #cloudexpoeurope #cloudexpo #cybersecurity #ai #iot #internetofthings #digitalclarity #b2b #b2bmarketing #b2bsales #excellondon #it #cloud #cloudcomputing #cloudserver

×
This International Womens Day, let's challenge stereotypes, fight bias, broaden
This International Womens Day, let's challenge stereotypes, fight bias, broaden perceptions and strive for a gender equal world.
.
.
.
#eachforequal #internationalwomensday #iwd2020 #iwd

Posted 2 weeks ago.

This International Womens Day, let's challenge stereotypes, fight bias, broaden perceptions and strive for a gender equal world. . . . #eachforequal #internationalwomensday #iwd2020 #iwd

×
Ahead of International Women’s Day this weekend, the team here @digitalclarity
Ahead of International Women’s Day this weekend, the team here @digitalclarity want to share “Be a lady they said”, a great depiction of the pressures put upon women daily.
.
.
.
#internationalwomensday #girlpower #iwd #iwd2020 
girlsgirlsgirlsmag.com
Words: Camille Rainville
Narrator: Cynthia Nixon
Director: Paul McLean 
Music: Louis Souyave 
Post: Mini Content
Producer: Claire Rothstein

Posted 3 weeks ago.

Ahead of International Women’s Day this weekend, the team here @digitalclarity want to share “Be a lady they said”, a great depiction of the pressures put upon women daily. . . . #internationalwomensday #girlpower #iwd #iwd2020 girlsgirlsgirlsmag.com Words: Camille Rainville Narrator: Cynthia Nixon Director: Paul McLean Music: Louis Souyave Post: Mini Content Producer: Claire Rothstein

×
Face reality as it is, not as it was or as you wish it to be
.
Jack Welch, a leg
Face reality as it is, not as it was or as you wish it to be
.
Jack Welch, a legend of American business who transformed General Electric (GE) into America's most valuable company, has died aged 84
. .
.
.
#rip #jackwelch #ge #neutronjack #business #leaders #generalelectric

Posted 3 weeks ago.

Face reality as it is, not as it was or as you wish it to be . Jack Welch, a legend of American business who transformed General Electric (GE) into America's most valuable company, has died aged 84 . . . . #rip #jackwelch #ge #neutronjack #business #leaders #generalelectric

×