Google Ads makes it easier to protect your brand with new brand controls.

At Get Digital, we are committed to providing top-notch PPC services, helping businesses boost their web presence and successfully reach their intended audience. In the world of digital advertising, maintaining a brand reputation is crucial. In this regard, Google Ads has introduced new brand controls for Search and Performance Max campaigns, empowering advertisers to safeguard their brand identity and enhance their advertising strategies. In this article, we will delve into the significance of these brand controls and how they differ from negative keywords.

Brand Restrictions in Search Campaigns:

Google Ads now offers brand restrictions in Search campaigns, enabling advertisers to maintain better control over where their ads appear. With this feature, businesses can prevent their ads from showing up in searches related to specific keywords or phrases that may not align with their brand values or could be potentially harmful. By excluding such keywords, companies can safeguard their reputation and ensure their ads are displayed only in relevant and brand-safe contexts.

For instance, a luxury fashion brand can use brand restrictions to avoid displaying their ads for searches related to “cheap knockoffs” or “counterfeit products.” This way, the brand can maintain an air of exclusivity and authenticity while targeting the right audience.

Brand Exclusions in Performance Max Campaigns:

Performance Max campaigns utilize Google’s machine-learning capabilities to optimize ad placements across various networks and formats automatically. With brand exclusions, advertisers can now specify the types of websites or content they want to avoid association with. 

For example, a health supplement company might exclude websites or pages related to “fad diets” or “miracle cures” from displaying their ads. By doing so, they can protect their brand’s credibility and ensure that their advertisements only appear alongside trustworthy and relevant content.

Different from Negative Keywords:

While both brand restrictions and brand exclusions may seem similar to negative keywords at first glance, they serve different purposes and apply to distinct campaign types.

Negative keywords: These are primarily used in traditional Search campaigns and are employed to prevent ads from showing up in searches containing specific keywords. Advertisers use negative keywords to narrow down their target audience and ensure their ads are shown to the most relevant users.

Brand restrictions and exclusions: These controls are specifically designed to protect the brand’s reputation and prevent ad placement in contexts that might be detrimental to the brand image. They focus on maintaining brand safety and avoiding association with content that goes against the brand’s values or interests.


In conclusion, Google Ads’ new brand controls for Search and Performance Max campaigns are valuable additions to advertisers’ arsenals in protecting their brand reputation and ensuring ads are displayed in suitable contexts. At Get Digital With Us, we understand the importance of brand safety in PPC campaigns, and we encourage businesses to take advantage of these powerful tools to enhance their online advertising strategies. Safeguarding your brand is essential for establishing trust with your audience and achieving long-term success in the digital landscape.

Remember, at Get Digital With Us. We offer expert PPC services to help you make the most out of these brand controls and elevate your brand’s online visibility. Partner with us today, and let’s take your brand to new heights in the world of digital advertising!

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