What You Need To Know About Googles New Limitations
Google is making significant strides in enhancing the control advertisers have over their campaigns. The tech giant is now broadly rolling out brand exclusions in Performance Max and broad match brand restrictions in Search to all advertisers. These features, which were previously only available in beta, aim to help marketers guide Google AI and determine where their campaigns appear online.
Broad Match Brand Restrictions and Brand Exclusions
The introduction of brand restrictions with broad match will help marketers increase the reach of their campaigns. Meanwhile, brand exclusions give marketers control over their Performance Max campaigns. By using these settings, advertisers can expand the reach of their campaigns and take steps to prevent their ads from serving branded queries they may wish to avoid on Search.
Google has stated that these new features will help advertisers get the additional reach of broad match, while ensuring it is only matching to relevant brand traffic that they’ve specified.
Why Now?
The general rollout comes on the heels of Google testing its automatically created assets feature on Performance Max campaigns. Google launched the pilot in response to feedback from marketers who wanted more control when it comes to brand traffic. Following a successful trial, Google decided to expand the initiative.
What This Means for Advertisers
The rollout of these new features is a significant development for advertisers. It provides them with greater control over their campaigns, allowing them to specify where their ads appear and which branded queries they serve. This can lead to more targeted advertising, potentially improving the effectiveness of campaigns and increasing return on investment.
In conclusion, Google’s rollout of brand restriction settings is a welcome development for advertisers. It empowers them with more control over their campaigns, helping them to better target their advertising and potentially improve their return on investment.