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Last week, Thanos Bertes took to LinkedIn and posted about an interesting development he stumbled upon via Mike Ryan’s tweet. Apparently, Google Ads has removed the convenient option in campaign settings to opt out of having your campaigns displayed on both the Google Search Partner network and the Google Display Network.

Thanos pointed out that Google has always emphasized the importance of incorporating its Display Network (GDN) in Search campaigns. However, with their latest platform update, they have taken it a step further by making it seem mandatory through the use of grayed-out buttons. While it is still possible to opt out of the GDN and Google Search Partners through the “Choose Networks” dropdown, Thanos suspects that some marketers and small business owners may feel coerced into including the GDN in their search campaigns or, worse yet, fail to notice the obscured option altogether. This is the screenshot from such test:

google ads experiment