Google Ads has announced new brand controls for Search and Performance Max campaigns. These controls are designed to give advertisers more control over where their ads appear and to help protect their brands.
Brand restrictions in Search campaigns: Brand restrictions allow advertisers to limit broad match keywords to only serve on searches that include their brand or related products. This can help to prevent ads from appearing on irrelevant searches and can also help to protect brand safety.
Brand exclusions in Performance Max campaigns: Brand exclusions allow advertisers to prevent their ads from appearing on searches that include specific brands. This can be useful for preventing ads from appearing on competitor brands or on brands that are not aligned with the advertiser's brand.
These new brand controls are available now to all advertisers.
Benefits of using brand controls
Increased brand safety: Brand controls can help to prevent ads from appearing on irrelevant or unsafe searches. This can help to protect brand reputation and can also help to avoid negative user experiences.
More control over ad placement: Brand controls give advertisers more control over where their ads appear. This can help to ensure that ads are seen by the right people and can also help to improve campaign performance.
Greater transparency: Brand controls can help advertisers to better understand where their ads are appearing. This can help to identify any potential problems and can also help to improve campaign optimization.
How to use brand controls
Brand restrictions in Search campaigns: To use brand restrictions, simply add your brand or related products to the "Brand restrictions" section of your Search campaign settings.
Brand exclusions in Performance Max campaigns: To use brand exclusions, simply create a brand list and then add it to the "Brand exclusions" section of your Performance Max campaign settings.
Conclusion
The new brand controls in Google Ads are a valuable tool for advertisers who are looking to improve brand safety, gain more control over ad placement, and increase transparency. By using these controls, advertisers can help to ensure that their ads are seen by the right people and that they are not appearing on irrelevant or unsafe searches.
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