Google Ads Introduces New Brand Settings for Broad Match and Performance Max Campaigns

Jill Goldstein - July 24, 2023

Google Ads has announced two new brand settings that will help advertisers better control where their ads appear and improve their reporting. Brand restrictions for broad match and brand exclusions for Performance Max.

Brand restrictions for broad match allow advertisers to get the benefits of broad match (more reach and Google AI) while restricting traffic to only brand searches. For example, a company that sells shoes could create a brand restriction for “Nike” and “Adidas”. This would ensure that their ads only appear when someone searches for one of those brands. Currently, brand restrictions are only available for broad match campaigns.

Brand exclusions for Performance Max allow advertisers to specify which brands their ads should not appear for. For example, a company that sells shoes could create a brand exclusion for “Walmart”. This would ensure that their ads do not appear when someone searches for “Walmart shoes” in a campaign type that is prone to a variety of search themes.

How to use the new brand settings

To use the new brand settings, you’ll need to create a brand list (Tools & Settings > Brand Lists). A brand list is a list of brands that you want to include or exclude from your campaigns. You can create a brand list by adding the URLs of the brands’ websites.

Once you’ve created a brand list, you can add it to your campaigns. To do this, go to the Settings tab for your campaign and click on Brand restrictions or Brand exclusions. Then, select the brand list that you want to add. As a reminder, if you are using Brand restrictions broad keywords will be turned on.

The new brand settings in Google Ads are powerful tools that can help you to improve your campaigns. By using these settings, you can gain more control over where your ads appear, improve your reporting, and save money. If you have any questions about these updates don’t hesitate to reach out to the experts at MoreVisibility.

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