Audience exclusions in App campaigns allow you to finely focus your audience targeting to ensure that you don’t waste ad spend on users who don't need to see certain campaign ads.
Learn how to create audience exclusion segments for App campaigns.
On this page
- Benefits of audience exclusions
- Supported Audience Exclusion list types for App Campaigns for Installs (ACi)
- Requirements
Benefits of audience exclusions
- Keep audience targeting separate between your different apps to avoid taking users from existing apps when you release new apps.
- Distinguish audience segments for full and “light” versions of your app.
- Distinguish values for different types of users and avoid showing new app ads to users who've already proven that they are of lower value for your app.
- Avoid using ad spend on users who regularly uninstall and reinstall your apps or who have existing relationships on the web side of your business.
Supported Audience Exclusion list types for App Campaigns for Installs (ACi)
We're expanding Audience exclusions capabilities for App campaigns (ACi) to give you more control and flexibility:
- Supported list types:
These lists can be applied as campaign-level exclusions to your App Campaigns for Install (ACi).
Requirements
- Firebase bidding requirement removed: You no longer need to bid on Firebase to use Audience Exclusions. This makes it easier to exclude existing users and direct your budget to acquire net-new customers.
- Requirements to create different audience list types can differ: Refer to the relevant Help Center article to learn more on how to create lists of certain types.
- Sharing and permissions: in order to be able to use a list that was created in a Google Ads account different from the campaign serving account, make sure the list is shared correctly.
