Table of Contents
Highlights
Google rolls out “Channel Controls” in Demand Gen campaigns in Feb 2025
Channel Controls allows you to select the platform you want to advertise and focus your spend on
Demand Gen campaigns use Google’s Machine Learning to enhance audience & optimize ad performance
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Introduction
Google’s Demand Gen campaigns are an evolution of Discovery Ads, rolled out to help advertisers reach high-intent audiences across all of Google’s ad-serving platforms.
These campaigns leverage the power of Google’s Machine Learning, AI-Powered optimization & precise audience targeting to drive conversion.
In this blog, we will discuss a new feature named “Channels” launched by Google for Demand Gen campaigns.
What are “Channels”
Google Ads have begun rolling out “Channel Controls” for Demand Gen campaigns from March 2025. This feature will allow you to specify where your ads will appear across Google’s properties, such as :
- YouTube (In-stream, In-Feed & Shorts)
- Discover
- Gmail
- Google Display Network
By using these tools, businesses can create brand awareness, reach new customers, and boost sales. Digital marketing aims to build relationships and gain trust. It also focuses on making a strong online presence that connects with target audiences.
Understanding Demand Gen Channel Controls
One of the key benefits of Demand Gen campaigns would be the ability to control where your ads would appear. Let’s take a closer look at all the placements that were listed above
Here’s what you should think about when choosing:
1. YouTube: Your ads can be displayed on:
- Home Feed: Ads appear on YouTube’s home page, ensuring very high visibility
- Watch Feed: Ads are shown within the video recommendation section
- Shorts Feed: Optimized for short-form video content to engage mobile users
- In-Stream Ads: Ads appear before, during or after videos, capturing a highly engaged audience
1. Google Discover Feed: This is a personalized content feed that appears on:
- Google Search App
- Android Home Feed
- Google.com Mobile Feed
These placements ensure that your brand reaches users who are actively engaging with relevant content based on their interests.
3. Gmail: Your ads can appear in Gmail’s
- Promotion Tabs: You see visually engaging ads in your email inbox
- Social Tab: Ads target users within your social & networking email folders
Check out all our blogs on Google Ads & stay updated
Conclusion
Google’s Demand Gen campaigns offer a powerful way of advertising to your target audience using all of Google’s available platforms. Now with the launch of “Channel Controls”, this campaign type becomes even more interesting as you have full control over where to target and control the spend per channel, thereby maximising engagement and drive meaningful results for your business.
Each channel has its own “flair”, allowing you to be granular in your targeting and test different creative assets.
By using “Channel Controls” feature smartly, businesses can boost their online visibility, generate leads, bring more traffic to their store & ultimately increase sales.
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