New Brand Settings for Search and Execution Max Campaigns

New Brand Settings for Search and Execution Max Campaigns

Google Advertisements has recently announced the implementation of new brand settings for Search and Execution Max campaigns. These brand limitations aim to provide advertisers with more control over their campaigns and target specific brand-related traffic. Ginny Marvin, the Google Advertisements Contact, shared the details on Twitter, stating, "We're introducing 2 new brand controls in Search and in PMax. As previously mentioned, one allows you to target only branded queries, and the other enables you to exclude branded queries."

Brand Limitations for Search Campaigns

With the new brand limitations feature, advertisers can utilize broad match while ensuring it only matches relevant brand traffic as specified. It is important to note that this feature is available when you enable the new broad match campaign level setting. According to Google, brand limitations will restrict your broad match traffic to appear only on searches that include the brands you select or products associated with those brands. If you have been primarily using exact match and phrase match to adhere to specific brand requirements, you can now incorporate brand limitations with broad match for extended reach and performance, while still meeting those brand needs.

To add brand limitations to an existing Search campaign, follow these steps:

Access your Google Advertisements account and click on the "Campaigns" icon.

Select the "Campaigns" dropdown in the section menu.

Click on "Campaigns."

Under the "Campaign" page heading, click on the "Settings" tab.

Choose the campaign to which you want to apply the brand list.

On the "Settings" page, scroll down and click on "Additional settings."

Click on "Brand limitations" and select the brand list to apply to the campaign. Alternatively, you can click on "+ New brand list" and enter the brands you wish to restrict for this campaign.

Please note that the availability of brand limitations and the broad match keywords setting feature is currently being rolled out and may not be accessible to all users.

If you haven't yet applied the broad match keywords setting, you will be able to do so while saving your brand limitations.

Click "Save" to apply the changes.

Brand Exclusions in Execution Max Campaigns

Google is also introducing brand exclusions for Execution Max campaigns, making them available to all advertisers. Brand exclusions allow you to choose which brands to exclude rather than selecting which brands you want to serve ads on. According to Google, "These exclusions provide added control, ensuring your Performance Max campaigns do not appear for branded queries you wish to avoid on Look and Shop inventory. Applying these exclusions will also help block traffic from brand misspellings and brand searches in a foreign language. You will be able to choose from a list of brands to exclude, including your own brand terms or third-party terms."

Google will provide an option for requesting additional brands that do not appear in the list. When you add a new brand, it will be automatically available for your use, but it needs to be verified before other advertisers can see it in the list.

To add a brand list to an existing Performance Max campaign, follow these steps:

Access your Google Advertisements account and click on the "Campaigns" icon.

Select the "Campaigns" dropdown in the section menu.

Click on "Campaigns."

Under the "Campaign" page heading, click on the "Settings" tab.

Choose the campaign to which you want to apply the brand list.

On the "Settings" page, scroll down and click on "Additional settings."

Click on "Brand exclusions" and select the brand list to apply to the campaign.

Depending on product release schedules, Execution Max campaigns will have brand exclusion functionality.

Click "Save" to apply the changes.

In conclusion, Google's new brand settings for Search and Execution Max campaigns offer advertisers greater control and precision in targeting brand-related traffic. By implementing brand limitations and exclusions, advertisers can optimize their campaigns to better align with their specific brand needs while maximizing reach and performance. Stay tuned for the availability of these features and leverage them to enhance your advertising strategies on Google's platforms.