Google is widely implementing brand exclusions in Performance Max and broad match brand restrictions in Search for all advertisers.
Following successful pilots for both, the search engine announced that this move would help marketers guide Google AI and determine where their campaigns appear online.
Previously, these features were only available in beta.
Why is this important? Brand restrictions with broad match will assist marketers in expanding the reach of their campaigns, while brand restrictions give them control over their Performance Max campaigns. By utilizing these settings, advertisers can increase campaign reach and prevent their ads from serving branded queries they may want to avoid on Search.
What has Google said? A spokesperson from Google told Search Engine Land:
“[Advertisers can] expand the reach of your brand campaigns with new brand restrictions for broad match. Broad match provides the most relevant reach and conversions within your performance goals.”
“In the past, it may have been challenging to use broad match in campaigns with specific brand needs. That’s why we’re rolling out brand restrictions. This new feature will help you get the additional reach of broad match, while ensuring it only matches relevant brand traffic that you’ve specified.”
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Why now? The general rollout comes just two weeks after Google began testing its automatically created assets feature on Performance Max campaigns. This pilot was launched in response to feedback from marketers who wanted more control over brand traffic. Following a successful trial, Google decided to expand the initiative.
Go deeper: You can read Google’s Brand Settings for Search and Performance Max guide for more information.
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