Google is introducing channel controls in beta for Demand Generation campaigns, providing advertisers with finer-grained control over the placement of their image advertisements within Google’s platform.
The new controls,
first announced in January
and
spotted in March
,enables advertisers to select particular placements throughout YouTube, Gmail, Discover, and the Google Display Network — with the option to specifically aim at YouTube Shorts.
Between the lines.
The beta launch indicates Google’s acknowledgment that advertisers seek greater visibility and management of their ad placements, particularly as they face increased rivalry from social media platforms. Notably, the new YouTube Shorts targeting feature seems designed to compete with TikTok and Instagram Reels for a share of advertisers’ short-form video spending.
The big picture.
These controls provide three primary advantages, as stated by Google:
-
Creative customization
: Advertisers can tailor content to specific platforms (like vertical videos for YouTube Shorts) -
Social strategy extension
: Opportunity to expand beyond traditional social platforms while maintaining format-specific approaches -
Performance transparency
: Additional comprehensive performance metrics at the channel level for enhancement
How to access reporting.
Channel-specific reports are accessible at every level of the campaign structure—including campaigns, ad groups, and individual ads. advertisers have the option to utilize network segmentation to analyze performance across different areas:
- Discover
- Gmail
- YouTube
- Google Display Network
For YouTube traffic particularly, Demand Generation campaigns may be broken down by advertisement type:
- Skippable in-stream
- In-feed
- Shorts
Why we care.
This update gives advertisers greater control over their image-based ads across Google’s various platforms. This enables them to adopt more customized design tactics and align closely with distinct platform-specific strategies. Additionally, thanks to the newly accessible channel reporting features, advertisers have the ability to adjust their methods based on how well they perform.
What’s next.
Even though manual channel selection is available, Google still advises most advertisers to utilize the automatic “All Google channels” option, indicating that they prefer an algorithm-driven strategy for optimizations.
The feature is currently in beta.
Given its restricted availability, Google has pledged to introduce more features over the next few months.
