Google Ads Unveils Device Targeting for Enhanced Performance Max Campaigns

Google Ads has officially introduced device targeting controls for Performance Max (PMax) campaigns, allowing advertisers to optimise their ad spend across various device types. This long-awaited feature is currently being rolled out to select advertisers, enabling them to tailor their campaigns more effectively based on the devices their audience uses.

Key Takeaways

• Device targeting is now available for Performance Max campaigns.
• Advertisers can include or exclude specific device types: computers, mobile phones, tablets, and TV screens.
• This feature allows for more precise campaign management and optimisation.
• Marketers can create device-specific strategies to improve ROI and campaign performance.

New Device Targeting Features

The newly introduced device targeting options in Google Ads provide advertisers with granular control over their campaigns. The feature allows targeting across four distinct device categories:

1. Computers: Desktop or laptop devices with screens larger than 7 inches.
2. Mobile Phones: Hand-held devices with phone capabilities.
3. Tablets: Mobile devices that do not have phone functionality.
4. TV Screens: Smart TVs, gaming consoles, and streaming devices (available only for Display and Video campaigns).

This update addresses a significant pain point for advertisers who previously lacked visibility into device performance at the campaign level. With this new control, marketers can now tailor their automated PMax campaigns to align with their business goals and customer journeys across different devices.

Strategic Implications for Advertisers

The introduction of device targeting opens up a range of strategic opportunities for advertisers:

• B2B Campaigns: Advertisers can exclude TV screens to focus on devices that are more relevant to business audiences.
• Mobile-Only Segments: Brands can create campaigns specifically targeting mobile users, ensuring alignment with mobile-optimised landing pages.
• Device-Specific User Behaviours: Campaigns can be tailored to reflect the unique behaviours and conversion patterns associated with different devices.

The Rollout Process

The rollout of this feature is gradual, with not all advertisers having immediate access. Early adopters have reported seeing the new device targeting options in their PMax campaign settings. As the rollout continues, it is expected that more advertisers will gain access to these controls, allowing them to implement more sophisticated targeting strategies.

Conclusion

The addition of device targeting to Performance Max campaigns marks a significant step in Google’s ongoing efforts to provide advertisers with greater control and transparency. By enabling marketers to optimise their campaigns based on device type, Google Ads is helping businesses enhance their advertising strategies and improve overall campaign performance. As advertisers begin to adopt this feature, it will be interesting to observe how it impacts their marketing outcomes and whether Google continues to expand customisation options in response to user demand.

Sources

• Google Ads Device Targeting Controls For PMax Campaigns, Search Engine Roundtable.
• Google Ads adds device targeting to Performance Max campaigns, Search Engine Land.