New brand settings in Search and Performance Max campaigns

Jun 29, 2023

Impact Rating

06/29/23 - Granular

Granular analysis and first look

Google introduces new features for Search and Performance Max campaigns, offering enhanced control over brand traffic. These updates include brand restrictions for broad match in Search campaigns and brand exclusions in Performance Max, enabling advertisers to optimize reach and performance while maintaining brand relevance.

Screenshot of the broad match campaign setting in the Google Ads UI
Use brand restrictions with your broad match campaigns
Photo Credit: Google
Screenshot of Performance Max campaign brand exclusions in the Google Ads UI
Exclude brand terms from Performance Max campaigns
Photo Credit: Google

Why this matters?

  • Targeted Brand Traffic: Brand restrictions in broad match ensure ads only serve on searches related to specific brands, maximizing relevance and conversion rates.
  • Enhanced Control: Brand exclusions in Performance Max allow advertisers to avoid unwanted branded queries, improving campaign precision.
  • Optimized Performance: These features help advertisers achieve better ROI and conversion value by fine-tuning their ad targeting strategies.

Next Steps/Action Items

  • Implement Brand Restrictions: Utilize brand restrictions in broad match campaigns to enhance targeted reach and performance.
  • Set Up Brand Exclusions: Apply brand exclusions in Performance Max to avoid irrelevant brand queries and optimize ad placements.
  • Monitor Campaign Impact: Track the impact of these settings on campaign performance to ensure optimal results and adjust as necessary.

Learn more about past Google updates