Update a campaign to exclude mobile apps and mobile interstitials

[PPC Developer]

Hi,

It seems that the previous method of excluding mobile apps using the string "adsenseformobileapps.com" has been deprecated. The new way to exclude a campaign from running ads on mobile apps is to use Device targeting. However, how can this be done via the API? 

Mobile Device targeting type has a Criterion.Type field, which doesn't have "mobile interstitial" to exclude. 

https://developers.google.com/adwords/api/docs/reference/v201809/CampaignCriterionService.MobileDevice

Essentially, I'd like to create a campaign configuration as in the attached screenshot : Exclude mobile apps, tablet apps, mobile interstitials and tablet interstitials. How do I do that via the API?

[Luis Xander Talag (AdWords API Team)]

Hi,

Unfortunately, you can not exclude a device platform in your criteria based on this guide as platform criterion is for positive targeting only.

Best regards,

Luis

AdWords API Team

[PPC Developer]

Hi Luis,

Thanks for the reply. I think Google team should be aware of the impact of deprecating the "adsenseformobileapps.com" placement exclusion technique. This cost us a lot of money, and now we're faced with a massive manual labor of upating thousands of our Display Network campaigns. 

Here's what happened: In September 2018, Google announced that using the string "adsenseformobileapps.com" within Campaign or AdGroup Placement Exclusion list is deprecated. We have been using this technique to have campaigns that only target websites. The new way to exclude all mobile app targeting is now done using Campaign Settings->Device targeting details. Unfortunately, Google did not migrate such campaigns using the "adsenseformobileapps.com" technique, to the new campaign settings. If a Display campaign has "adsenseformobileapps.com" in the placement exclusion list, the advertiser clearly made a configuration to not run ads on the mobile apps. So point number one : These campaigns must have been migrated to the new campaign settings. 

What happend next? we suddenly had a huge spike in our Display Network account spending because our campaigns started spending money on mobile app placements (something we never opted in for, and deliberately excluded them). We caught this change as part of monitoring the spending and cost metrics.

Google not only failed to migrate such campaigns but also did not give us a way to update our campaigns via the API (As you're saying below). This means we have to manually update thousands of campaigns to re-exclude mobile app placements. 

I believe this has not been thought out well by Google. AdWords is pretty complex, and sometimes one little change might have huge financial and opearational implications on advertisers. I believe there are many more advertisers out there who will be caught by surprise when they catch the spending levels of their Display Network campaigns go up due to mobile app placements. I think you guys should look into this issue, I'm pretty sure we're not the only victims here.  

I suggest Google does : 1) Either migrate previous campaigns with "adsenseformobileapps.com" in placement exclusions to the new campaign settings from your side or 2) provide API access ASAP so we can manage our accounts properly.

Thanks,

D.

[Luis Xander Talag (AdWords API Team)]

Hi,

I understand your concern. However, I would recommend that you post your concern regarding migration of preexisting campaign settings to new campaign settings in Google Ads Community Forum as this is more on the product level. Also, with regards to your concern on the availability of negative targeting in device type, I will be creating a feature request for this. However, there is no guarantee that this will be available soon. You can follow our blog for updates on AdWords API.

Best regards,

Luis

AdWords API Team