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Targeting by Operating System for Other Campaign Types

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hey there!

 

So I work for a digital marketing agency. In doing some research into our clients' revenue figures, I discovered that performance across operating systems varies widely. Some clients perform FAR better on iOS devices than on Android devices, and vice versa. I was pretty disappointed to learn that Google only offers operating system targeting on Display Network campaigns. Other platforms like Facebook/Instagram and Twitter do, so why doesn't Google?

 

I wanted to ask if there are any plans to make these features available for all campaign types. If not, I wanted to make that suggestion. Smiley Happy 

 

Thanks!

Brayden

Re: Targeting by Operating System for Other Campaign Types

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆
A good suggestion Smiley Happy I'm not 100% why not either but I don't think it'll be coming back any time soon, sorry to say.

It's moved into the display field (hence why Facebook and Twitter still allow it) and I have a feeling it won't be coming back...

I had similar stats with a mobile casino - the key really is to make the experience the same on both.

Re: Targeting by Operating System for Other Campaign Types

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Could you explain a bit more about what you mean by "the key is really to
make the experience the same on both"? Are you saying to essentially have
the same landing pages optimized for both systems?

Re: Targeting by Operating System for Other Campaign Types

Explorer ✭ ✭ ☆
# 4
Explorer ✭ ✭ ☆
Yes - very often designers and developers focus on one mobile browser and not another. With online gaming it can be very costly.

But the biggest issue is likely to be that there are very different audiences between devices. Android users don't spend as much on their mobiles compared to iOS users which is where the iOS or browser targeting on display really helps advertisers.

As an AdWords Partner I'll make sure to ask if OS targeting can be resurrected but I fear I may be told it's just not going to happen.

Ali

Re: Targeting by Operating System for Other Campaign Types

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Sounds great! Thanks for doing that. Let me know if you hear anything.

Re: Targeting by Operating System for Other Campaign Types

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Not only does Google not allow iOS targeting, the IP blocking feature doesn't really work. So if you tried to stop Cricket Wireless IPs or other Android heavy carriers like T-Mobile or Sprint, it wouldn't really work. Very frustrating.