How to Exclude Mobile Apps From Your GDN Campaigns

How to Exclude Mobile Apps From Your GDN Campaigns

One of the cheapest traffic sources in Google’s display network (GDN) is Mobile Apps traffic. Sometimes its low price can help you increase profits and boost your ROI, but most of the times, it’s a big waste of money. In the present post I will show you exactly how to exclude mobile apps from your AdWords display campaigns. Just follow these 2 simple steps.

  1. The first thing to do is to add the website: as a negative placement in the campaign level. 
  • To do it, you’re gonna need to go to the “+ TARGETING” button under the display network tab while you’re on the campaign level (or on the account level, but then you’ll have to choose the campaign you want).
    +Targeting Button
  • Click on Placement under “Add campaign exclusions”:
    Campaign Exclusions
  • And paste the website address there.
  1. The second step is to exclude the GMob category from the site category options:
  • To do that you need to access the display network tab and click on the +TARGETING Button just like you did before
  • Then, choose “Campaign Exclusion”
  • After choosing the campaign, you’ll get to a page in which you can choose between 6 different types of negative targeting. Choose “Site category options”, and under Experimental (scroll down) exclude “GMob mobile app non-interstitial”.

GMob Button

That’s it, from now on your campaign will be apps free.

Many times mobile apps traffic will get you awesome results, but one or two of them will be the big money spender (watch out for Talking Tom)
Consider that  in many cases, apps can be a great traffic source. Yet, tracking and optimizing will be much easier in a separated campaign or by narrowing you’re targeting with remarketing lists. You can also target only specific apps which already worked well for you.

As always, If something wasn’t clear or if you have any questions, feel free to ask anything in the comments below, I promise to do my best to answer!

By Roy Danino

PPC Team Leader at a leading financial company, and author at PPCNinja Blog.


  1. Great post. I also recommend to add to the campaign placement exclusions these urls:

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