Guide your campaign spending with new priority and allocation features

Marketers want more transparency into their ad campaigns and choice over how they direct their ad budgets. Building on updates like Smart Bidding Exploration and campaign total budgets, which put more control into the hands of advertisers, we're introducing new optional controls in Google Ads: channel prioritization and budget allocation. As these controls roll out globally across Search, Shopping, Performance Max, and Demand Gen, marketers will have even greater flexibility deciding where their budgets flow across Google inventory and partner networks, like Search partners and the Google Display Network.

Channel prioritization lets marketers decide where their budgets go first by categorizing inventory as "High priority" or "Low priority" for specific channels or channel groupings. When configured, campaigns will fully fund high-priority channels (within their target when using Target CPA or Target ROAS) before allocating the remaining budget to lower-priority channels. For example, on Search campaigns, marketers can now set Google Search, Search partners, and Google Display Network into different priority levels depending on what they value. In Performance Max and Demand Gen campaigns, Google surfaces like Search, YouTube, Maps, Gmail, and Discover are prioritized together as "Google channels."

These controls are rolling out at the account and campaign levels, and also apply to shared budgets. Distinct priority tiers can be set across Search, Shopping, Performance Max, and Demand Gen campaign types.