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Google Improving Advanced Brand Management for Search & Performance Max Campaigns


In a pivotal move towards greater ad control, Google Ads introduces measures for brand-focused campaigns. Addressing the evolving landscape of digital advertising, where AI-driven systems are central, Google aims to offer brands an amplified degree of influence over their ad placements. Let's delve deeper into these fresh features.

Google Ads' Enhanced Placement Controls

Taking a cue from advertisers' demands and the trends of the advertising world, Google Ads is rolling out two game-changing options:

  1. Brand Restrictions in Search Campaigns: Brands can now harness broad match keywords, specifically tying them to brand-based searches.

  2. Brand Exclusions in Performance Max Campaigns: Advertisers get the autonomy to sideline specific brands, ensuring their ads don't appear alongside them.


Let's dive into the details.

Brand Restrictions: A Shift in Search Campaigns to Accommodate more Control

The blend of broad keyword match types and Google’s state-of-the-art Smart Bidding algorithms has revolutionized how ads find their target audience. But a persistent challenge has been how to optimize these broad matches for brand-specific campaigns without being overshadowed by unrelated traffic.

Google’s solution? Brand keyword restrictions for broad match. Launched globally, this feature ensures that ads tailored for a brand appear primarily when that specific brand name features in the search. This strategic shift not only magnifies ad reach but also aligns seamlessly with brand guidelines.

Performance Max Campaigns: The Power of Brand Exclusions

A while back, Google dropped hints about Performance Max (pMax) campaigns' potential to exclude distinct brands. Fast-forward to now, and this feature is ready for every advertiser to leverage.

With brand exclusions, the reins are in the advertisers' hands. Whether it's dodging misspelt brand names, blocking names in varied languages, or strategically excluding competitors, this feature covers all bases. Google offers a comprehensive brand list to select from, but it doesn't stop there. Advertisers have the liberty to suggest additions to this list, ensuring their campaigns resonate only with the most pertinent searches.

Brand Exclusions vs. Negative Keywords: Clearing the Confusion

At this juncture, you might ponder, "Aren't brand exclusions just a rebranded version of negative keywords?" Think again.

While both brand exclusions and negative keywords empower advertisers to fine-tune ad placements, their mechanisms differ. Brand exclusions focus on blocking ads on certain platforms or apps. In contrast, negative keywords prevent ads from pairing with select search terms or phrases. Both tools, while distinct in operation, share the common goal of amplifying ad relevance and placement precision.


Google Ads, staying on path to its commitment to innovation and user-centricity, has once again upped the ante. By offering advanced brand management tools, it paves the way for advertisers to navigate the digital space with heightened confidence and precision. Brands, it's time to take control like you always wanted.

Please see: Manage a brand list


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