Google Ads introduces channel prioritization and budget allocation controls, giving advertisers more flexibility over spending across Search, Performance Max, and other campaigns.

Google Ads is introducing new controls that let advertisers prioritize channels and limit how much of their campaign budgets can be spent across Google-owned inventory and partner networks.

The features, called Channel Prioritization and Budget Allocation, will roll out globally across Search, Shopping, Performance Max, and Demand Gen campaigns over the coming months.

Advertisers will be able to designate channels as high or low priority, with the option to cap spending on lower-priority inventory rather than excluding those channels entirely.

During a virtual roundtable with Google’s product team, Search Engine Journal received an early demonstration of the features and additional details about how they’ll work, including changes to existing Search campaign settings.

Advertisers will be able to label channels as either “High priority” or “Low priority,” depending on where they want their budgets spent first.

Google will fund high-priority channels before moving any remaining budget to lower-priority inventory, while still considering Target CPA or Target ROAS goals.

For example, an advertiser running a Search campaign could prioritize Google Search and put Search Partners or the Display Network in a lower tier.

For Performance Max and Demand Gen, Google will group its owned channels together. That includes Search, YouTube, Discover, Gmail, and Maps, so advertisers won’t be able to prioritize those placements individually.

” Advertisers will have to change those settings themselves if they want certain channels to receive less priority.

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