Google Ads has introduced a significant update for Performance Max (PMax) campaigns, giving advertisers more control over brand exclusions. Previously, brand exclusions in PMax applied across all channels; now, there’s an option to restrict the exclusion to Search and exclude Shopping ads from this rule.
Challenge: Brand search traffic distorts campaign results
PMax campaigns aim to unlock maximum conversion potential across all channels. In practice, however, the inclusion of brand keywords in the search network often leads to a distorted representation of campaign performance. Search queries like „buy Adidas shoes“ typically result in cost-effective conversions with a high probability of completion – but they reveal little about the potential with new customer groups and can lead to inefficient budget allocation, as they divert traffic away from dedicated brand search campaigns.
New features: Selective brand exclusion with an exception for shopping.
The new setting allows you to restrict brand exclusion to search only. In other words:
- Brand search queries are excluded from the search network.
- Ads for brand-related search terms are still possible in the shopping channel.
This allows for better identification of incremental search queries while preserving valuable shopping traffic. Advertisers thus gain greater flexibility in budget management and performance analysis across both channels.
Advantages of the new control option
- More realistic evaluations: The performance of the PMax campaign is no longer negatively impacted by high-converting brand traffic.
- More targeted delivery: The focus is on acquiring new customers in the search area, while existing customers will continue to be reached via shopping.
- Efficient budget allocation: Brand traffic can still be addressed in separate brand campaigns.
Especially for companies with established brand search campaigns, the more granular control offers strategic advantages and more transparent performance measurement.
This is how selective brand exclusion is implemented.
- Open an existing or new Performance Max campaign.
- In the campaign settings, select the „More settings“ section.
- Under „Brand Exclusions“, select an existing list or create a new one.
- Important: Check the box to ensure that the brand exclusion does not apply to shopping.
Note: Brand exclusions can be edited across campaigns. Remarketing ads remain unaffected, meaning that users who have already visited the website can still be targeted, even with brand-related search terms.
Conclusion: More control and efficiency for PMax campaigns
This new feature makes managing brand terms in Performance Max campaigns significantly more flexible. Advertisers benefit from a more realistic assessment of campaign performance and can use their budgets more efficiently. Although PMax performance may initially appear to decrease slightly, the meaningfulness of the analysis improves – leading to a better campaign structure in the long run.
The feature is currently in beta and must be requested separately for each account.