Google Ads Mein Channel Priority: October 2026 Ka Naya Budget Control

Saalon tak Google Ads advertisers ke paas ek campaign ke extra inventory ke baare mein sirf do choices hoti thin: sab kuch le lo, ya poori tarah band kar do. Display Network aur Search partners ko on kar sakte thay, ya exclude — beech ka koi option nahi tha. 14 October ko Google ne aakhir kaar wo beech wala option de diya, aur 15 October se accounts mein roll out shuru ho gaya. Agar aap Search, Shopping, Performance Max, ya Demand Gen campaigns chalate hain, to ye seedha aap se related hai.

Mukhtasar mein: ab aap channels ko High ya Low priority rank kar sakte hain, aur cap laga sakte hain ke Low wale aapke daily budget ka kitna hissa le sakte hain. Yahan batate hain ke ye asal mein kya karta hai, fine print mein kahan phansna hai, aur hum is mahine ek real account par ise kaise set karenge.

Google ne asal mein kya launch kiya

Do naye optional controls, Google Ads & Commerce blog par announce kiye gaye — announcement Google Ads ke Director of Product Management Tal Akabas ne likha:

Channel prioritization. Campaign ke andar har channel ko High priority ya Low priority mark karein. Google pehle aapke High-priority channels ko fund karta hai, phir jo budget bachta hai wo Low walon par lagata hai.

Budget allocation. Jin channels ko aapne Low mark kiya, un ke liye ek maximum percentage set karein — campaign ke average daily budget ka kitna hissa wo le sakte hain. Cap ko 0% par set karna matlab us channel par spend effectively rok dena, bina use campaign se poori tarah hataye.

Dono controls optional hain. Har channel shuru mein High priority par hota hai, is liye aapke account mein kuch nahi badlega jab tak aap settings ko haath nahi lagate — aur sach poochein to, yehi wajah hai ke is announcement se ghabrahat nahi phaili.

Automated bidding ke saath iska taluq headline se zyada important hai. Target CPA ya Target ROAS par Google ab bhi pehle aapke High-priority channels ko fund karta hai, lekin performance targets ke andar reh kar. Channel ranking bidding strategy ko replace nahi karti, uske saath stack hoti hai — strategy tay karti hai ke conversion ki cost kitni ho sakti hai (dono ka tafsili muqabla yahan), controls tay karte hain ke pehle kaunsa inventory fund ho.

Ise kahan use kar sakte hain — aur kahan nahi

Ye controls chaar campaign types par lagte hain: Search, Shopping, Performance Max, aur Demand Gen. Lekin granularity har jagah ek jaisi nahi hai, aur zyada tar coverage ne isi hisse ko halka liya.

Search campaigns mein aap teen cheezon ko alag alag rank kar sakte hain: Google Search, Search partners, aur Google Display Network. Shopping campaigns mein aapko Search aur Search partners milte hain.

Performance Max aur Demand Gen mein per-surface ranking nahi hai. Search, YouTube, Maps, Gmail, aur Discover ek hi “Google channels” group mein lump ho jate hain jise aap tod nahi sakte. Agar aap PMax ka placement breakdown dekh kar kabhi soch chuke hain ke YouTube budget kyun kha raha hai jab ke Search bhooka hai, to ye controls us frustration ko fix nahi karenge. Wo black-box behavior wohi hai jis ke baare mein hum ne apne Performance Max vs. Search muqable mein likha tha — aur ye barkarar hai.

Do aur constraints: settings abhi sirf Google Ads interface aur Search Ads 360 mein hain — API aur Editor support baad mein aayegi. Aur MCC accounts bulk mein apply nahi kar sakte; 30 client accounts matlab 30 accounts mein haath se setting. Agencies, hours abhi se budget kar lein.

Announcement mein chhupa February 2027 ka deadline

Rollout mein ek item hai jiska asal deadline hai. Search campaigns jo Google Display Network use karti hain, unhein February 2027 tak is inventory ke treatment ke baare mein ek explicit choice karni hogi. Us tareekh ke baad jo advertisers ne kuch set nahi kiya, unhein Google ka jo default lagega wo milega — aur “Google ka default” ka matlab aam tor par yehi raha hai ke aapke budget ka zyada hissa Google ke extra inventory ko jayega, kam nahi.

Ye koi crisis nahi hai. Ye ek calendar item hai. Lekin ye us qisam ka calendar item hai jo us advertiser ke liye February surprise ban jata hai jis ne email sar sari parha tha. Agar aap Display enabled Search campaigns chalate hain, to November ke liye 30 minute ka task calendar mein dal lein aur abhi faisla kar lein.

Wo ghalti jo hum sab se zyada dekhte hain (pehle se hi)

Hum iska failure mode pehle se bata sakte hain, kyunke hum ne advertisers ko Google Ads ke har dial ka saalon se wahi ghalat istemal karte dekha hai. Pehli instinct: jis par bharosa nahi, sab ko Low priority mark kar do 0% cap ke saath — Display zero, Search partners zero — aur khud ko mubarakbaad dein ke “control wapas le liya.” Ye control nahi hai. Ye campaign ke exploration budget ka gala ghontna hai.

Ye rahi wo stance jise hum defend karenge: extra inventory uniformly bekaar nahi hoti. Display remarketing audiences $40 CPA par deals close kar sakti hain jab ke wahi inventory cold prospecting par $400 mein jal kar zero return de. Ek ecommerce client ke liye jiske saath hum ne kaam kiya, Search partners ne 14% conversions diye, Google Search se 22% kam CPA par — use har jagah Low mark karna ek profitable line item ko maar deta. Buri practice “Low priority” ko un channels ki saza banana hai jinhein aapne measure hi nahi kiya. Priority data ke peeche chalni chahiye, shak ke peeche nahi.

Doosri instinct jise avoid karna hai: cap ko circuit breaker samajhna. Google cap ko explicitly “best effort” kehta hai, aur spend is se zyada ho sakta hai. 10% cap is baat ki guarantee nahi ke ek channel exactly 10% ya us se kam dekhega. Agar aap client ke paise kisi hard number ke gird budget kar rahe hain, to margin bana kar rakhein.

Hum ise is mahine kaise set karenge

Concrete setup, account by account:

Pehle Search campaigns. Pichle 90 din ki channel segment report nikalein — agar Search partners ne Google Search ke 30% ke andar CPA par convert kiya hai, to unhein High rakhein. Agar Display ka spend clicks ke saath aur bina conversions ke hai (classic: 400 clicks, 1 conversion, $800 gaya), to Display ko Low kar ke 10–20% cap lagayein. Remarketing ka upside zinda rehta hai, burn cap ho jata hai. February 2027 se pehle January mein final Display treatment ka reminder lagayein.

Performance Max, ehtiyat se. Kyunke PMax YouTube, Gmail, Maps, Discover, aur Search ko ek “Google channels” group mein lump karta hai, ye control yahan blunt hai — aap sirf YouTube ko demote nahi kar sakte. Un PMax campaigns par jo tROAS comfortably hit kar rahi hain, hum filhal sab kuch High rakhenge. Algorithm ka poora pitch cross-surface optimization hai, aur channel-segmented evidence se pehle use restrict karna waqt se pehle hai. Jahan PMax apna tROAS target chronically miss kar rahi ho, wahan group par ek modest Low ranking cap ke saath ek worthwhile experiment hai — lekin “best effort” overshoot par nazar rakhein.

Shopping, simple. Search ko High rank karein, aur Search partners ko evidence par treat karein: deliver karein to High rakhein, na karein to Low par cap ke saath. Shopping inventory pehle se hi intent-rich hai; ye zyada tar partner waste katne ki baat hai.

Har cheez ki tareekh note karein. Apne ad spend tracking sheet mein wo tareekh likhein jab aapne har campaign change ki — October 15 se pehle nahi, jab bhi aapne asal mein change kiya. Teen haftay baad, jab blended CPA shift ho, to aap jaanna chahenge ke ye market thi ya aapki nayi channel settings. Google aapke liye tareekh note nahi karega.

Is update ke ek haftay baad Google ne new-customer conversion value ke liye percentage multipliers bhi de diye (1.1x se 5x) — in channel controls ke saath use karein taake ek setting tay kare budget pehle kahan jaye, aur doosri ke value-based bidding new buyers ke peeche kitni aggressively bhage.

Hamara honest caveat

Hum ne ise abhi itne live accounts mein nahi dekha ke aapko bata sakein ke Google Low-priority caps ko Performance Max ke andar kitni sakhti se honor karta hai, jahan inventory pooling sab se aggressive hai. “Best effort” ka matlab ek quiet din mein 10% overshoot ho sakta hai ya materially zyada jab algorithm ko saste conversions nazar aayein jinhein wo chahta ho. Hum caps ko directional samajh rahe hain, contractual nahi, jab tak real account data kuch aur na kahe — aur agar aapka experience mukhtalif hai, to humein waqai sunna acha lagega.

October advertisers par defaults flip karne ka Google ka mahina raha hai: automated promotions 12 October ko opt-out ho gaye, aur ab paanch din baad channel controls aa gaye. Pattern consistent hai — Google pehle automation ship karta hai aur controls baad mein deta hai. Us duniya mein wo advertisers acha karte hain jo har cheez se opt out karte hain ya har cheez accept karte hain, ye nahi. Wo jo announcement parhte hain, dials soch samajh kar set karte hain, aur 30 din baad numbers check karte hain.

FAQ

Kya budget allocation Demand Gen mein kaam karta hai?

Nahi — Demand Gen channel prioritization support karta hai lekin budget allocation nahi. Agar cap hi poore exercise ka point hai to wo campaign type abhi ye nahi de sakta.

Kya percentage cap ek hard limit hai?

Nahi, ye best-effort hai. Google kehta hai wo spend ko limit ke andar rakhne ki koshish karta hai, aur spend upar bhi ja sakta hai — un dinon bhi jab campaign apne average daily budget se zyada kharch kare. Cap ko ek strong steer samjhein, fence nahi.

Cap ko 0% par set karne se kya hota hai?

Ye effectively us channel par spend rok deta hai, bina channel ko campaign se hataye. Performance Max ke liye ye partner inventory band karne ka pehla general tareeqa hai.

February 2027 mein Display Network use karne wali Search campaigns ka kya hoga?

Maujooda spend-allocation setup khatam ho jayega, aur jo advertisers kuch set nahi karte unhein Google ka default milega. Google ki apni guidance maujooda setup replicate karne ke liye Display ko Low priority par 50% allocation ke saath hai — February ke dauraan nahi, us se pehle decide karein.