Performance Max campaigns in Google Ads are a useful tool for boosting your advertising reach across several channels. However, eliminating particular mobile app placements is a great optimization option if you want more control over where your ads show. By removing specific mobile application categories, you can concentrate your efforts and ensure that your advertisements are only displayed where they are most relevant. This quick tutorial will show you how to exclude mobile app placements from your Google Ads' Performance Max campaigns, allowing you to improve your targeting and obtain better results.
How to Exclude Mobile App Placements from Performance Max Campaigns (Google Ads)
Login to your Google Ads account
Navigate to Tools (left-hand-side menu)
Select Exlcusions List under the Shared library drodown menu
Select Placement exclusions list
Click the "+"symbol and select New list
Select App categories you
Choose to exclude either all or selected categories under Apple App Store and Google Play
Frequently Asked Questions on Excluding Mobile App Placements from Performance Max Campaigns (Google Ads)
What are mobile app placements?
Mobile app placements are advertising spaces within mobile applications where your ads can appear. These can include banner ads, video ads, or interactive ads that users see while using mobile apps. Think of them as digital billboards inside smartphone applications.
Why should I consider excluding mobile app placements?
There are several compelling reasons:
Improve ad relevance by showing ads in more suitable contexts
Reduce wasted spending on low-performing placements
Protect your brand from appearing in inappropriate apps
Focus your budget on placements that drive better results
Increase overall campaign performance metrics like CTR and conversion rates
How does excluding mobile app placements affect campaign performance?
Excluding mobile app placements can have both positive and negative effects:
Potential Benefits:
Higher click-through rates
Better conversion rates
More efficient use of budget
Improved return on ad spend (ROAS)
Possible Drawbacks:
Reduced overall impression volume
Potentially smaller reach if too many exclusions are applied
Can I test the impact of mobile app exclusions before applying them permanently?
Yes, you can test the impact by:
Creating a duplicate campaign with different exclusions
Implementing exclusions gradually
Monitoring performance metrics before and after changes
Documenting the results over a meaningful time period
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