Google Ads has begun rolling out channel control for select Demand Gen campaigns. This feature will let you specify where your ads appear across Google’s properties.
Yes, but. While the feature is live, segmentation by individual channel (e.g., YouTube, Discover, Gmail) is not yet available. This will limit your ability to make data-driven adjustments.
Why we care. This update, first announced in January, gives advertisers more control over campaign placement, but the full impact remains unclear since performance data is still aggregated under “Google-owned channels.”
What they’re saying. Greg Kholer, director of digital marketing at ServiceMaster, shared seeing the update on LinkedIn:
- “While exciting, we won’t be making any changes until we’re able to see channel performance segmented out – as of today it’s still all lumped together as ‘Google owned channels’”.
What’s next: More search marketers will likely hold off on changes until Google provides detailed channel performance breakdowns.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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