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Google Ads is an online advertising platform provided by Google. This platform is designed to help advertisers meet their various needs in promoting their products, services, or brands to relevant audiences. Recently, Google Ads has updated its settings in the Search and PMAX campaigns.
Google Ads has just launched new settings that allow advertisers to limit brand visibility on Search and exclude brands on Performance Max. With this new feature, advertisers have more control over their ad preferences.
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Google Ads has introduced new features in the Search and Performance Max campaigns called brand restriction and brand exclusion.
Advertisers can limit specific queries and exclude their brand from appearing in their ads.
This setting provides advertisers with more control over their ad placements.
Google Ads allows advertisers to create ads that appear when people search for specific keywords on Google. However, sometimes advertisers may not want their ads to appear on certain websites or search results for various reasons. This is where brand restriction settings become essential.
Brand restriction settings allow advertisers to exclude their ads from appearing on specific websites or in search results that contain certain keywords. To learn more about brand restriction in Search and Performance Max campaigns on Google Ads, read more here.
About Search and Performance Max Campaigns on Google Ads
Search and Performance Max campaigns are two different types of Google Ads campaigns with different objectives and ad targets. Here's an explanation of both campaigns:
Search Campaign
The Search campaign aims to target users actively searching for specific products or services on Google Search. This campaign allows advertisers to precisely target desired audiences based on search keywords, demographics, interests, and other factors.
Advertisers have control over bidding strategies, ad formats, and budget allocation to optimize the performance of their search campaigns.
Performance Max Campaign
On the other hand, the Performance Max campaign offers a broader reach by utilizing Google's extensive advertising network, including Search, Display, YouTube, and Gmail. This campaign uses machine learning algorithms to optimize ad performance across various channels.
In this campaign, Google leverages interests, demographics, past purchase behavior, and other relevant user signals to display ads.
What's New in the Search and Performance Max Settings?
Through its official Twitter account, Google Ads Liaison announced the launch of two brand control settings in Search and Performance Max.
Image 1: Official tweet from Google Ads liaison regarding the launch of the new settings.
As mentioned, there are two focused brand settings: brand restriction for the broad match in the Search campaign and brand exclusion for the Performance Max campaign.
Brand Restriction
The brand restriction setting is available in both Search and Performance Max campaigns. In Search campaigns, advertisers can exclude their ads from appearing on specific websites or in search results containing certain keywords.
In Performance Max campaigns, advertisers can exclude their ads from appearing on specific websites or in search results that are not relevant to their brand.
To use the brand restriction setting, advertisers need to create a list of websites or keywords they want to exclude. Then, they can add this list to their campaign settings.
Once the list is added, Google will not display their ads on any of the websites or search results listed.
Image 2: Location of the brand restriction setting in New Campaign on Google Ads.
Image 3: Example of using brand restriction that can be set in an advertising campaign.
Brand Exclusion
In addition to brand restriction, Google also launched brand exclusion for Performance Max campaigns. This feature gives advertisers more control over which brands appear alongside their ads. Instead of selecting brands to target, advertisers can now choose which brands to exclude from their campaigns.
This exclusion provides more control to ensure that the Performance Max campaign does not display ads for specific brand queries that advertisers want to avoid. By implementing brand exclusion, advertisers can also prevent traffic coming from irrelevant brand misspellings.
Image 4: Field where advertisers can add brand names to be excluded from their ads.
Image 5: Example of filling in brand names to be excluded.
Benefits of Brand Restriction
There are several benefits to using the brand restriction settings, including:
Protecting the brand: This setting can help protect the brand by preventing ads from appearing on websites or search results that are irrelevant to the brand or that could damage the brand's reputation.
Improving campaign performance: Brand restriction settings can help improve campaign performance by ensuring that ads are only seen by people genuinely interested in what is offered. This can result in more clicks, higher conversions, and better ROI.
Saving budget: This setting can also help save budget by displaying ads only to relevant users. As a result, the ad spending is not wasted.
SEO Benefits
These new settings also play a vital role in search engine optimization. By using brand restriction settings, advertisers can ensure their ads only appear on websites optimized for their target keywords.
For example, advertisers selling bags can use brand restriction settings to prevent their ads from appearing on websites that are not optimized for relevant keywords like "how to make bags" or "uses of bags."
As a result, their ads can reach targeted audiences and ultimately improve the click-through rate (CTR). Here are some ways brand restriction settings can improve SEO:
Avoiding ads appearing on low-quality websites: Low-quality websites can damage the brand's reputation and decrease CTR. By using brand restriction settings, advertisers can prevent their ads from appearing on such sites.
Protecting from trademark violations: This setting can also protect the brand from trademark violations. If someone uses the brand name or logo without permission, this setting can prevent the ad from appearing on their website. This can protect the brand's reputation and intellectual property rights.
Increasing CTR: By ensuring ads are displayed only on websites relevant to the target keywords, CTR can significantly increase. When people interested in their products or services find relevant ads, the likelihood of them clicking on the ads is higher.
In conclusion, this comprehensive discussion covers the Google Ads updates for the Search and Performance Max campaigns, allowing advertisers to have more control over their ads.
Article Source
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1. Google Support Page: "New brand settings in Search and Performance Max campaigns" https://support.google.com/google-ads/answer/13729701?sjid=3200702593613071690-NA%5C
2. Google Ads Liaison Twitter: https://twitter.com/adsliaison/status/1674436635604455425
3. Google Support Page: "About brand settings for Search and Performance Max" https://support.google.com/google-ads/answer/13721847?hl=en
