Google Ads New Brand Exclusions For Performance Max & Brand Restrictions For Search

Google Ads New Brand Exclusions For Performance Max & Brand Restrictions For Search

Google Ads recently announced two new features that will help advertisers better control their brand presence on the search network: brand restrictions for broad match keywords and brand exclusions for Performance Max campaigns.

Brand restrictions for broad match keywords will allow advertisers to specify which of their brand terms can trigger broad match keywords. This implies that advertisers can maintain broad match's reach while ensuring that their advertisements only appear for queries that are pertinent to their brands. For example, an advertiser for Nike could add the brand restriction "nike" to their broad match keywords, so that their ads would only show for searches that include the word "nike."

Brand exclusions for Performance Max campaigns will work similarly, but for Performance Max campaigns. Performance Max campaigns are a new campaign type that allows advertisers to run their campaigns across Google's entire ad network, including Search, Display, Video, and Discovery. Brand exclusions for Performance Max campaigns will allow advertisers to specify which of their brand terms they don't want their ads to show for. For example, an advertiser for Nike could add the brand exclusion "nike shoes" to their Performance Max campaign, so that their ads would not show for searches that include the phrase "nike shoes."

Both of these new features are designed to help advertisers protect their brand and ensure that their ads are only showing for searches that are relevant to their target audience. They are currently available in beta, but are expected to roll out to all advertisers in the coming months.

In addition to these two new features, Google also announced a number of other improvements to Google Ads at Google Marketing Live 2023. These include:

• Smart Bidding improvements: Google is integrating large language models (LLMs) into Smart Bidding, which will help advertisers get better results at lower costs.
• Real-time bidding (RTB) improvements: Google is making RTB more efficient and transparent, and is also adding new features that will help advertisers better target their ads.
  
• Performance Max improvements: Google is adding new features to Performance Max that will make it easier for advertisers to run successful campaigns across Google's entire ad network. 

These new features and improvements are designed to help advertisers get better results from their Google Ads campaigns. If you're not already using Google Ads, I encourage you to check it out. It is a potent instrument that can assist you in reaching your target market and expanding your organization.