Google is generally implementing brand exclusions in Performance Max and broad match brand restrictions in Search for all advertisers.
After successful pilot tests for both, the search engine announced that the move would help marketers guide Google’s AI and where their campaigns appear online.
Until now, both features were only available in beta.
Why we care: Brand restrictions with broad matching will help marketers increase the reach of their campaigns, while brand restrictions will allow them to control their top-performing campaigns. Using this setting, advertisers can increase the reach of their campaigns and take steps to prevent their ads from serving brand queries they want to avoid in Search.
What did Google say? A Google spokesperson told Search Engine Land:
“[Advertisers can] extend the reach of your brand campaigns with new brand restrictions for broad matching. Broad match gives you the most relevant reach and conversions within your performance goals.” “In the past, it may have been difficult to use broad match in campaigns with specific brand needs. That’s why we’re implementing branding restrictions. This new feature will help you get the extra reach of broad match, while ensuring you’re only matching the relevant brand traffic you’ve specified.”
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why now The general release comes just two weeks after Google began testing its auto-created assets feature in top-performing campaigns. Google launched the pilot after receiving feedback from marketers who wanted more control over brand traffic. Google decided to expand the initiative after a successful test.
Deepen: You can read Google’s Brand settings for maximum search and performance guide for more information.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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