le now offers brand restrictions to all advertisers

Google has rolled out to all advertisers the brand exclusions and brand match restrictions in Search, as well as Performance Max.

After successful pilots, Google announced the move to help marketers guide Google AI and determine where their campaigns will appear online.

Both features were previously only available as beta versions.

Why do we care? Broad match helps marketers to increase the reach of campaigns. Brand restrictions allow marketers to control their Performance Max campaigns. These settings allow advertisers to increase their campaign reach and stop their ads serving branded queries on Search.

What has Google said about this? Google spokespeople told Search Engine Land that:

• Broad match allows advertisers to expand their brand campaign reach by adding new restrictions on brands. Broad match allows you to achieve the best possible reach and conversions for your performance goals.
• In the past, it was difficult to use wide match in campaigns that had specific brand requirements. We’re introducing brand restrictions to help you achieve this. This new feature allows you to get the extra reach of broad match while making sure it only matches relevant brand traffic you specify.”

Why now? Google has just launched the general rollout of its automatic created assets feature in Performance Max campaigns, two weeks after Google began testing it. Google started the pilot program after getting feedback from marketers that wanted to have more control over brand traffic. Google expanded the pilot initiative after a successful test.

Dig deeper: For more information, you can consult Google’s Brand settings for search and performance Max guide.

The original post Google launches brand restrictions for all advertisers first appeared on Search Engine Land.