This is applicable to those running Legacy AdWords campaigns, not Enhanced. Most of you are probably using Enhanced.
My AdWords campaigns are legacy and I can exclude Mobile devices - my site is not cell-phone friendly. My campaign targets Desktops and Tablets only.
Google is doing a mandatory upgrade (July 22) of all Legacy campaigns to Enhanced and you'll no longer be able to exclude particular devices, eg Mobiles:
My site is not a large money making affair. It would be too costly to mod it to be cell-friendly (and due to the nature of the product sold - it needs a lot of screen space for the 'pitch') so google is basically forcing me to pay for Mobile traffic that I don't want because they can't view my site properly.
I'm more than a tad annoyed by this.
Also be aware that the default upgrade settings will change your campaigns bid settings which is a great way for Google to bring in more revenue - bids will go up, so everyone will get stuck in a vicious increasing bid circle. Great for Google, terrible for everyone else...
I need to look at Facebook and get a campaign running over there...
Edited by PeterW, 19 June 2013 - 11:43 AM.