In a move to provide more control and confidence to advertisers, Google has announced the broad rollout of brand restriction settings in Performance Max and broad match brand restrictions in Search. These features, previously available only in beta, aim to empower marketers by guiding Google AI and determining where their campaigns appear online. With brand restrictions in place, advertisers can increase the reach of their campaigns and ensure their ads do not serve on branded queries they wish to avoid on Search.
Brand restrictions with broad match offer marketers the opportunity to enhance the reach of their campaigns. Broad match allows for the most relevant reach and conversions within performance goals. However, in the past, it may have been challenging to use broad match in campaigns with specific brand requirements. With the introduction of brand restrictions, advertisers can now overcome this limitation. This new feature enables marketers to leverage the additional reach of broad match while ensuring it only matches to relevant brand traffic specified by the advertiser.
Google’s spokesperson explained the benefits of brand restrictions, stating:
“[Advertisers can] expand the reach of your brand campaigns with new brand restrictions for broad match. 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 rolling out brand restrictions. This new feature will help you get the additional reach of broad match, while ensuring it is only matching to relevant brand traffic that you’ve specified.”
Brand restriction settings also provide marketers with more control over their Performance Max campaigns. By utilizing these settings, advertisers can enhance the reach of their campaigns while preventing their ads from serving on branded queries they wish to avoid on Search. This level of control gives marketers the confidence to tailor their campaigns to align with their brand guidelines and objectives.
The broad rollout of brand restriction settings comes on the heels of successful pilots for both Performance Max and broad match brand restrictions. Google initially tested the automatically created assets feature on Performance Max campaigns, addressing feedback from marketers who desired more control over brand traffic. The positive response to the pilot prompted Google to expand the initiative and make it available to all advertisers.
For more details on Google’s brand settings for Search and Performance Max, consult Google’s official guide. The guide provides comprehensive information on how to leverage brand restriction settings to optimize campaign reach and align with specific brand requirements.
In conclusion, Google’s expansion of brand restriction settings in Performance Max and broad match brand restrictions in Search marks a significant development in empowering advertisers. These features offer marketers more control over their campaigns, allowing them to boost reach while ensuring their ads align with brand guidelines. By leveraging brand restriction settings, advertisers can optimize performance goals and tailor their campaigns to drive relevant conversions. Google’s commitment to improving advertiser confidence through advanced AI and enhanced controls showcases its dedication to empowering businesses in the digital advertising landscape.
First reported on Search Engine Land