Today we’re going to explore how you can change settings so you’re excluding apps from AdWords. Ad placements in apps can be useful and relevant, however more often than not they can be more of an annoyance. You’ve probably seen these ads in the wild, often appearing where you might expect other content to appear. This can lead to many clicks made in error, driving up campaign spend, but with little to no engagement from this traffic.


If you’ve been running display campaigns in AdWords over the past few years you’ve probably noticed there are significantly more apps showing in your placement report than in the past. If the apps in the report seem relevant to your offering, great! However, it’s likely that you’ll find a lot of apps in there that have no relation to what’s being advertised. At all.


Apps in AdWords Placement Report


Not only are there a lot more of these apps showing in the placement report, but each one has the potential to rack up a huge volume of impressions with very few clicks, if any. A few years ago some advertisers learnt this first hand when overnight smash hit game, Flappy Bird accrued hundreds of thousands of ad impressions in the space of a couple of days as its popularity snowballed.


Within your placement report you can manually exclude apps that you deem irrelevant, just as you would do with any normal placement. This may suit your needs if you’re showing ads in just a few irrelevant apps. However this task can very quickly become time consuming as you’ll continue to show against multiple new apps every day.


A more efficient and long term solution would be to stop showing in all mobile app placements. At the moment, there isn’t a way to directly do this within AdWords settings. Instead, there’s a quick and easy workaround that will achieve what we’re after.


All you need to do is add the following domain as an excluded placement “”.


Once this has been excluded, you’ll no longer show your ads within any apps. In doing so, helping you to avoid racking up a bunch of irrelevant impressions and clicks across mobile apps!

If you’re in need of any advice on your own AdWords campaign, why not get in touch or take a look at the services we offer as a PPC Agency. we’re a google partner with over 10 years experience managing Pay Per Click campaigns.