Brand Controls on Google Ads

What are Google’s New Brand Controls in Search?

When it comes to broad match keywords, there has always been a struggle keeping non-branded and branded related traffic separate. Google has been using their AI and Broad keyword match to work together to ensure your ads are reaching the correct set audience, but sometimes has had some difficulty. This is where the new Brand Controls come into play. This feature can be used globally to set Brand terms as broad match keywords but makes sure they are only being used in searches that include the exact brand name.

Brand restrictions allow advertisers to specify certain keywords or phrases that they do not want their ads to appear for. This helps advertisers ensure that their brand is not associated with any negative or irrelevant search queries, and allows them to have more control over their ad placements. It also allows for your budget to be spent in a more efficient manner.

New Brand Exclusions In Performance Max Campaigns 

In addition to Brand restrictions in search campaigns, Google Ads has also introduced brand exclusions in performance max campaigns. This feature allows advertisers to exclude their ads from appearing on certain websites or content categories that they do not want their brand to be associated with.
By using brand exclusions, advertisers can ensure that their ads are not shown on websites or content categories that may be inappropriate or low-quality, thus protecting their brand’s reputation and maintaining control over where their ads are displayed.

Difference from Negative Keywords 

Brand restrictions and exclusions are different from negative keywords. The brand restrictions specifically target the brand and prevent ads from appearing for certain search queries or on certain websites or content categories that are directly related to the brand. Negative keywords, on the other hand, are used to prevent ads from appearing for specific search queries that are not relevant to the brand or the product being advertised.
Which should you use? Both! These two features are not here to work against each other. They have two distinct job functions that will help improve your campaign performance.

Generic Google Ads Brand Restrictions 

Google Ads does have limitations or restrictions placed on advertisers when using certain Brand names or trademarks in their search ads. These restrictions are typically imposed by the brand owner or by search engines to protect the brand’s reputation and prevent unauthorized use of their trademarks. Here are some common types of brand restrictions:

• Trademark guidelines: Brand owners may have specific guidelines that advertisers must follow when using their trademarks in search ads. These guidelines may include restrictions on the use of specific keywords, ad copy, or landing page content.
• Limited or no bidding on brand terms: Some brand owners may restrict or prohibit advertisers from bidding on their brand terms in search campaigns. This means that advertisers cannot show ads when users search for the brand name or related keywords.
• Use of brand terms in ad copy: Brand owners may have restrictions on how their brand names or trademarks can be used in ad copy. This could include limitations on the use of specific phrases, claims, or endorsements that could potentially mislead users.
• Unauthorized use of brand assets: Advertisers may be restricted from using brand logos, images, or other brand assets without explicit permission from the brand owner.
• Geographical restrictions: Brand owners may impose restrictions on where advertisers can run their search ads. This could be based on specific regions, countries, or languages.

It is important for advertisers to understand and comply with these brand restrictions to avoid legal issues and maintain a good relationship with brand owners. Advertisers should review the brand guidelines and policies set by the brand owners and search engines before creating their search campaigns.

How To Avoid Brand Restrictions 

While it is important to respect brand restrictions on Google Ads to maintain a good relationship with Brand owners and avoid legal issues, there are some strategies that advertisers can consider to work within these limitations.

Instead of using specific Brand terms, focus on using more generic keywords that are relevant to your product or service. This way, you can still reach your target audience without directly infringing on brand restrictions. If you need to be more specific, consider reaching out to Brand owners and discuss your advertising goals and strategies. They may be open to working with you to find a solution that aligns with their Brand restrictions while still allowing you to promote your products or services effectively. If you are facing significant Brand restrictions on Google Ads and have been denied by the Brand owner, consider exploring alternative ad platforms that may have more lenient policies. This can help you reach your target audience while still respecting Brand restrictions. Instead of relying heavily on Brand terms in your ads, focus and invest in building your own Brand recognition. By focusing on creating a strong brand identity and reputation, you can attract customers who are specifically looking for your products or services, rather than relying solely on brand terms. Make use of advanced targeting options available on Google Ads to ensure that your ads are shown to the most relevant audience. By refining your targeting criteria, you can increase the chances of reaching potential customers who are interested in your offerings, even without using specific Brand terms.

Remember, it is crucial to always respect Brand restrictions and follow the guidelines set by brand owners and search engines. Violating these restrictions can lead to consequences such as legal issues, account suspension, or damage to your Brand’s reputation.

Questions?

Since Google Ads are constantly evolving and changing, so are we. We make it our mission to keep up with how Google continues to evolve. We know sometimes, especially when you have a million other things on your plate, that is difficult. We understand and we got you.
Here at Cordelia Labs , we are all about keeping up with the latest updates and love being able to optimize campaigns to get the best results. Our team is an extension of your team and learns your audience, your services, and your goals to deliver the best performance possible. Send us a message and let’s get going.