In September 2018, Google made changes to the way your ads appear in placements.

Starting in September 2018, Google is simplifying targeting and exclusion controls for Google Display Network ads on mobile devices in order to make it easier to reach the growing base of mobile users. As a result of these changes, you may see a significant increase in mobile apps or mobile web traffic (depending on your current settings).

“significant increase in mobile apps” is the part for concern for ourselves. Google places ads in mobile apps and games and it’s switched on by default, even if you had previously excluded it. Mobile apps can be the source of poor quality traffic, resulting from kids playing on apps or accidental clicks. Personally, unless I’m convinced, I’d rather block our ads from showing here.

How To Exclude App Placements

For campaigns that targeted different kinds of mobile and tablet traffic, you can update your device targeting by following these steps:

1. Using the new AdWords interface, visit your campaign settings.
2. Click Additional settings.
3. Click Devices.
4. Click Set specific targeting for devices.
5. Select the device settings that apply to you:
6. Click Save

You may wish to check all of your other campaigns and accounts. We would also recommend closely monitoring the performance of your campaigns following these edits.

In Summary

Google have caught advertisers unaware with these changes as they have effectively overridden legacy exclusions meaning your ads are showing and costing more than previously but using the new settings means you can still exercise some control.