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How can we target specifically Windows vs Linux vs Macintosh? This is a feature, right?

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# 1
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At least I can't imagine that such an extremely important and easy to implement (Browser user agent string.) feature does not exist.

 

But I found no way or documentation of how to activate it. (I did find how to target desktop vs tablet vs mobile, that's not the issue.)

 

I hope this isn't a magical crass oversight caused by the general notion that advertised software is to be available cross-platform.

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Accepted by JimVaillancourt (Top Contributor)
February 2017

How can we target specifically Windows vs Linux vs Macintosh? This is a feature, right?

Top Contributor
# 2
Top Contributor

Hey DPcom, 

 

You can indeed target by operating system - although these options are only available for Display and Video campaigns. 

 

Keep in mind that you can choose to target only Android, iOS, etc but you are limited to mobile operating systems only and cannot choose targeting for Desktop OS.  For more information check out the following article: https://support.google.com/adwords/editor/answer/1211190?hl=en

 

What you could do is create a smart remarketing list in Analytics based off of operating system and remarket accordingly (although not allowed for RLSA remarketing). 

 

Here's a great article on creating remarketing lists in Google Analytics: https://support.google.com/analytics/answer/2611404

 

- Josh

Joshua, Top Contributor
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Marked as Best Answer.
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Accepted by JimVaillancourt (Top Contributor)
February 2017

How can we target specifically Windows vs Linux vs Macintosh? This is a feature, right?

Top Contributor
# 2
Top Contributor

Hey DPcom, 

 

You can indeed target by operating system - although these options are only available for Display and Video campaigns. 

 

Keep in mind that you can choose to target only Android, iOS, etc but you are limited to mobile operating systems only and cannot choose targeting for Desktop OS.  For more information check out the following article: https://support.google.com/adwords/editor/answer/1211190?hl=en

 

What you could do is create a smart remarketing list in Analytics based off of operating system and remarket accordingly (although not allowed for RLSA remarketing). 

 

Here's a great article on creating remarketing lists in Google Analytics: https://support.google.com/analytics/answer/2611404

 

- Josh

Joshua, Top Contributor
Was my response helpful? If yes, please mark it as the ‘Best Answer.’

How can we target specifically Windows vs Linux vs Macintosh? This is a feature, right?

Visitor ✭ ✭ ✭
# 3
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Thanks, Joshua. Do you agree that this feature is missing for text ads, and are you confused as I am that this feature does not exist?

 

After all, a key idea behind online advertising is to use all available data to target optimally, and the most obvious data to use is the OS reported by the browser. I can't believe that Google, for whom ads are a main source of revenue, would not make use of this data. This seems like an otherworldly situation.

How can we target specifically Windows vs Linux vs Macintosh? This is a feature, right?

Top Contributor
# 4
Top Contributor

Hey DPcom, 

 

I'm always of the belief that everyone benefits from as many options as possible. That being said we are all at the whim of the Gods of PPC Marketing. 

 

I suggest you make the best of the situation and try Analytics display remarketing based on OS system. 

Joshua, Top Contributor
Was my response helpful? If yes, please mark it as the ‘Best Answer.’

How can we target specifically Windows vs Linux vs Macintosh? This is a feature, right?

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# 5
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Desktop OS targeting can only be requested by the client’s account manager. It allows advertisers to focus their spend on users that meet the requirements of the products being sold. It is available only to advertisers of desktop or web applications that only work on specific OS.

 

This targeting allows an advertiser to either target (or exclude) a specific OS. However, this functionality is NOT available through the AdWords Front End, and is enabled through the back-end by the engineering team for specific user cases only.