Google is testing a new "Channels" slider that lets you adjust how much you prioritize conversions from your Google Ads channels, such as Google Search, Google Partners, Discover, Maps, YouTube, the Display Network and Gmail.
A positive adjustment relaxes this channel's CPA, while a negative adjustment tightens it. You can slider a toggle from left to right, with the left being a lower prioritization and Auto setting and then a higher prioritization.
Here is a screenshot from Heidi Sturrock who shared this on LinkedIn:
Heidi Sturrock wrote, "Google Ads now allows you to control how much you prioritize conversions across different channels." "Basically, you can guide the algorithm to invest more heavily into the specific channels you find most valuable," she added.
The feature is labeled "Alpha," meaning it is even before what a beta would be. And it says:
Adjust channel settings if you value a channel more or less based on its importance to your business. Keep in mind that Performance Max automatically optimizes for total conversions across all channels, so adjusting these settings will directly impact your performance.
Heidi Sturrock added:
So, should you use it? In some cases, it can be a no brainer. For example, let's say you discover that performance is low because the algo got hung up on spending a ton in a low performing channel. This setting can help steer the system to "back off" quicker than it would otherwise be able to figure out on its own.Just watch out for those attribution blind spots! Remember, PMax is designed to work across the entire customer journey. A user might discover you via a YouTube ad (top of funnel) but convert days later via Search (bottom of funnel). Watch for potential shifts in performance longer term if you use this setting.
This feature is rolling out, so contact your rep for access if you don't see it yet.
Andrew Goodman added, "We would love to be able to control that mix! I see it's in "Alpha" currently. We will impatiently await its rollout."
Forum discussion at LinkedIn.
