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How to exclude APPs with Google Ads Editor


If 2018 was characterized by anything, it was by the countless changes undertaken at Google Ads. Beyond the new interface, sites and their exclusions for Display have not been exempt from multiple changes. Here's a fact: this configuration has changed 2 times in the last 6 months. In addition to causing some confusion, this fact has raised countless questions among Google advertisers. How to exclude APPs now? Is there an alternative method? Can't you exclude them all at once? Today we will try to answer these and other questions... ?

Changes in locations for Display Network.

You will remember that wonderful time when we used to use "adsenseformobileapps.com" as exclusion, right? This trick stopped working in the summer of 2018, at which time it saw the light of day the first configuration at campaign level for Display. The options were simple: all you had to do was de-select for mobile and interstitial APP applications on cell phones and tablets.

APPs Google Ads 2018
First change in Google Ads

If something is simple, intuitive and works; why change it? Google Ads must not have this same philosophy and just a few weeks ago we saw a new change in this configuration. In the campaign configuration for Display campaigns, the following continue to appear Devicesalthough now the APPs are no longer displayed. Instead we see that only allows segmenting by device but does not specify between browsers, interstitial and applications.

Display Google Ads Exclusions
New configuration in Google Ads exclusions

At this point, the question is clear: Is there no human way to exclude APPs in device segmentation? Where do you have to go now to change this setting? ?

Exclusion of APPs in the Google Ads interface.

Google Ads APPs
Exclusion of APPs in Google Ads

As far as Google Ads is concerned, its interface allows you to exclude PPPs as a placement from the campaign settings. However, it has one major disadvantage: does not allow mass exclusion of all APPs, i.e. you will have to make more than 140 clicks to exclude all of them.

As you can see, the application categories contain 141 options: Apple APP StoreGoogle Play y Windows Phone APPs. Unless you want to exclude a specific application, this option is the least suitable for mass exclusion.

Exclusion of APPs in Google Ads Editor.

On the other hand, if what you need is to exclude all APPs at once, Google Ads editor will be your best option. How to do it easily? First of all, select campaign(s) you want to exclude the applications. The editor itself will allow you to select the number of campaigns on which you want to apply such exclusion.

Publisher Ads Campaign
Campaign selection in Google Ads Editor

Once you have selected your campaigns, in the menu "Manage" of your editor you will have to deploy the option "Keywords and segmentation". This is where you will need to access the category "Mobile application categories, Negative". to exclude APPs. By adding a negative mobile application category you will be able to select "All APPs" to exclude all applications at once.

Editor Exclusion APPs
Massive exclusion of APPs in Google Ads Editor

In conclusion, Google Ads Editor is the quickest and easiest way to to exclude all APPs in one go: in 6 steps You can save hundreds of clicks, is there a better way to save time in your daily life? If you need help to exclude PPPs from your campaigns, don't hesitate to contact our team! 🙂

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