As AI technology plays an increasingly important role in advertising, Google recognizes that brands need more control over where their ads appear.
To address this challenge, Google Ads is launching two new options:
Brand restrictions for broad match keywords in search campaigns Brand exclusions in top performing campaigns.
Brand restrictions on search campaigns
Broad keyword match types combined with Google’s Smart Bidding algorithms can help ads reach relevant audiences and drive conversions.
However, some advertisers struggle to use broad match for their brand campaigns to avoid non-brand traffic and clicks.
To help advertisers, Google is rolling out branded keyword restrictions for broad match globally.
This feature will allow advertisers to set brand terms as broad match keywords, but will limit them to only showing ads for searches that include the brand name.
This allows ads to reach more people and improve performance while meeting brand guidelines.
Brand exclusions in top performing campaigns
Google previously announced that Performance Max campaigns would have the ability to exclude specific brands.
After testing the feature, Google makes it available to all advertisers.
Brand exclusions allow advertisers to opt out of having their ads appear in search and shopping inventory for certain brands.
Advertisers can block specific brand names from showing their ads. In addition, they can block misspellings of their brand or brand names in other languages, or exclude competitors’ brand names.
Google Ads provides an extensive list of top brands that advertisers can choose to exclude, and advertisers can request that Google add brands that are missing from this list.
Blocking these irrelevant brands helps ensure that your ads are shown only for the most relevant searches.
Unlike negative keywords
You may be wondering how brand exclusions differ from negative keywords.
Brand exclusions and negative keywords are tools that advertisers use to control ad placement, but they work differently for different purposes.
Brand exclusions prevent ads from appearing on specific sites or apps, while negative keywords prevent ads from appearing next to specific search terms or phrases.
While both help advertisers limit where their ads are shown, they work in unique ways and have different functions.
For more information about these features and how to use them, see Google help page.
Featured Image: IB Photography/Shutterstock
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