Google Ads has introduced a feature called “channel prioritization” to give advertisers more flexibility in choosing ad channels. This move aims to address the long-standing frustration with the platform’s all-or-nothing channel targeting approach.
Campaign types, such as Performance Max campaigns, previously showed ads across all of Google Search, Discover, Gmail, Maps, YouTube, and the Display Network, with no option to select specific channels. Similarly, Search campaigns showed on Google’s Search partners or not, with no in-between option.
The new channel prioritization feature allows advertisers to set “High” or “Low” priorities for each channel.
The channel performance report, found in the “Insights and reports” section, offers conversion data, enabling advertisers to make informed decisions about channel prioritization. For example, if a campaign had 77 conversions, with 37 coming from the Display Network, advertisers can conclude that the channel is performing comparatively well and assign it a “High priority.”
A writer who has long asserted that Search partners generate unqualified traffic and waste spend plans to test Low priority for Search partners in Search campaigns. This will allow them to test Search partners with a smaller budget and Low priority, providing more flexibility in managing ad spend.
While channel prioritization is a helpful feature, it has limitations, notably the “Google channels” grouping, which includes Google Search, Discover, Gmail, Maps, and YouTube. Advertisers can only set a single priority for all five channels, which may not accurately reflect their individual performance.
