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Watch the Video Tutorial:
How to Exclude Mobile App Placements from Performance Max Campaigns
1️⃣ Navigate to Content from the left-hand-side menu
2️⃣ Click the pen
3️⃣ Select App categories
4️⃣ Select the App categories you would like to exclude under Apple App Store and Google Play
5️⃣ Your exclusions will be applicable for all your campaigns in your Google Ads account
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Frequently Asked Questions to Exclude Mobile App Placements from Performance Max Campaigns
Why exclude mobile app placements in Performance Max?
Many advertisers exclude app placements because:
App traffic often has low intent and high accidental clicks.
It can inflate spend without driving conversions.
You want to focus on Search, Shopping, or YouTube performance instead.
Can I directly exclude mobile apps from PMax?
Not inside the campaign interface. Performance Max doesn’t allow placement exclusions by default. But there are workarounds to control or limit mobile app traffic.
Does excluding mobile apps reduce reach?
It depends on your campaign goal:
For eCommerce or lead gen, you’ll likely see better efficiency and cleaner traffic.
For brand awareness or video reach, you might want to keep apps for broader exposure.
Do these exclusions apply to YouTube?
No, mobile app exclusions only affect Display Network app inventory, not YouTube app ads.
YouTube placements are controlled separately under Content Exclusions → YouTube & Video Settings.
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