Brand controls for search and performance max

As AI technology plays an increasingly important role in advertising, Google recognizes that brands need more control over where their ads appear.

To meet this challenge, Google Ads introduces two new options:

  • Brand restrictions for broad match keywords in search campaigns
  • Brand exclusions in campaigns for maximum performance.

Brand restrictions in search campaigns

Broad keyword matching types combined with Google’s Smart Bidding algorithms can help ads reach a relevant audience and generate conversions.

However, some advertisers find it difficult to use broad match keywords in their branded campaigns to avoid unbranded traffic and clicks.

To help advertisers, Google is introducing branded keyword restrictions for broad match keywords worldwide.

This feature allows advertisers to designate brand terms as broad match keywords, but limit them to showing ads only for searches that include the brand name.

This allows ads to reach more people and improve performance while still adhering to brand guidelines.

Brand exclusions in campaigns for maximum performance

Google had previously announced that maximum performance campaigns would offer the ability to exclude certain brands.

After testing the feature, Google will make it available to all advertisers.

Brand exclusions allow advertisers to opt out of their ads appearing on search and shopping inventory of specific brands.

Advertisers can block certain brand names from showing their ads. In addition, they can block misspellings of their brand name or brand names in other languages, or exclude competitor brand names.

Google Ads provides an extensive list of important brands that advertisers can exclude, and advertisers can request Google to add any brands missing from this list.

Blocking these irrelevant brands ensures that ads are only shown for the most relevant searches.

Unlike negative keywords

You may be wondering how brand exclusions differ from negative keywords.

Brand exclusions and negative keywords are tools advertisers use to control ad placement. However, they work differently for different purposes.

Brand exclusions prevent ads from showing on specific websites or apps, while negative keywords prevent ads from showing next to specific search terms or phrases.

Although both advertisers help limit the placement of their ads, they work in unique ways and serve different functions.

For more information about these features and how to use them, see Google’s help page.

Featured image: IB Photography/Shutterstock