Definition
Brand exclusions are a setting in Google Ads that allow advertisers to prevent their Performance Max campaigns from showing ads on searches related to specific brand names. This helps control when ads appear and avoids spending budget on branded queries that may already be covered by separate brand campaigns.
How It Works
- Advertisers add one or more brand names to an exclusion list.
- When users search for those brand terms, Performance Max campaigns will not show ads for those queries.
- The campaign can still serve ads for non-branded or generic searches that match targeting and intent signals.
Why It’s Important
Using brand exclusions helps advertisers:
- Prevent overlap with brand search campaigns
- Allocate budget more efficiently to non-branded acquisition
- Maintain clearer reporting and attribution between brand and non-brand traffic
- Reduce the risk of paying for traffic that might already be captured organically or through dedicated brand campaigns
Best Practices
- Exclude your own brand name in Performance Max if you run separate branded Search campaigns.
- Consider excluding competitor brands if the campaign is not intended to target them.
- Monitor search term insights and performance to confirm the impact of exclusions.
- Review exclusions periodically as your campaign structure or branding changes.
Brand exclusions give advertisers more control over where Performance Max campaigns spend budget, helping maintain a balanced and efficient campaign structure.