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What are Remarketing audiences "New Mobile Devices - 30 days" ?

Collaborator ✭ ✭ ✭
# 1
Collaborator ✭ ✭ ✭

Hello,

 

I have a campaign for text ads / banner ads inside mobile Apps ( Campaign Category = Display N. Only, Campaign Subcategory = Ads in mobile apps - Ads for your website that show exclusively on mobile apps )

 

This campaign can serve ads to mobiles and tablet apps and I have set a mobile bid adjustment to -100% to make sure it only runs on tablets, because I want website navigation not direct calls from ads.

 

Now there is a weird behaviour I noticed in analytics, new visitors have a high bounce rate and 1 second average session duration, while returning sessions are better trafic 40% bounce rate, over 1 minute session duration , see screenshot here : http://goo.gl/Q06VnN

 

I wanted to use remarketing to bid higher +50% for returning visitors from a remarketing list in this campaign, but when I opened up the Display Network tab, the sub-tab "Interests and Remarketing" I see an option I have never seen before "New mobile devices" with limits for days, but no apparent list size. See screenshot : http://goo.gl/DECZHS

 

interests-and-remarketing-new-mobile-devices.png

 

What does this option mean for remarketing ? 

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1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
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Accepted by topic author Adrian B
September 2015

Re: What are Remarketing audiences "New Mobile Devices - 30 days&

Top Contributor
# 2
Top Contributor
"New mobile devices: Show ads to people who have recently activated phones and could be interested in adding new apps. You can choose this option under interest categories, and select the number of days since the device was activated, from a week up to 3 months."

https://support.google.com/adwords/answer/6032059?hl=en

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: What are Remarketing audiences "New Mobile Devices - 30 days&

Top Contributor
# 2
Top Contributor
"New mobile devices: Show ads to people who have recently activated phones and could be interested in adding new apps. You can choose this option under interest categories, and select the number of days since the device was activated, from a week up to 3 months."

https://support.google.com/adwords/answer/6032059?hl=en

Re: What are Remarketing audiences "New Mobile Devices - 30 days&

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭

Ok, this  is a good pointer, but I couldn't help noticing that my campaign sub-type is not "Mobile App installs" , it is "Ads in mobile apps" which is very different because a click on a text sends a user to a website not to an application download and install .

 

That text file says 

 

"For “Mobile app installs” campaigns on the Display network, in addition to targeting by age, gender and placements (specific apps where your ads can show), there are a few additional targeting methods available:

......

New mobile devices: Show ads to people who have recently activated phones..... "

 

I wonder if using this targeting for my campaign will serve any ads or generate any clicks.

 

Also what how do you interpret the meaning of "recently activate phone" ? Phones which recently installed browsers ? What is the metric to measure "activated" ?