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Google Ads Update: New Brand Controls for Search and performance max campaigns

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  • Post last modified:July 5, 2023
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Google Ads now gives you greater power over ad placement. If your campaigns are set up effectively, they drive highly focused traffic to your website, opt-in form, or other online property. It enables you to concentrate on the people looking for what your company offers.

Meaning of Google Ads

Google Ads is a product that may help you market your business, offer items or services, generate awareness, and drive visitors to your website. It is a Google advertising service that allows businesses to display adverts in Google search results and on the Google advertising network. Its search engine platform and partner sites are designed to assist businesses in reaching online target markets. The ad service places a strong emphasis on the keywords used.

It is a marketing solution and program that allows organizations to promote their many items on a larger search network.

Latest Google Ads update

  • Search Campaign Brand Restrictions

Google Ads can reach a targeted audience and drive conversions when combining broad keyword match types with Google’s Smart Bidding algorithms. However, some advertisers struggle to prevent non-brand-related traffic and clicks by using wide matches for their brand name campaigns. Google is implementing brand keyword limitations for broad matches internationally to help advertisers. Advertisers may use this capability to specify brand phrases as wide-match keywords but only display advertisements for searches that include the brand name.

This allows the advertising to reach more people and perform better while meeting brand rules.

  • Where necessary, exclude brand traffic from performance max ads

Brand exclusions, instead of brand limits, allow you to choose which brands to exclude rather than which brands to advertise on. These exclusions give you more control over your Performance Max ads, ensuring that they don’t serve for branded searches on the Search and Shopping inventory you wish to avoid. Using these exclusions will also assist in restricting traffic from brand misspellings and foreign language brand searches. You can skip brands from a list, including third-party terms.

If you could not use Performance Max due to brand restrictions, here is your time to make up brand exclusions and get your campaign up and running!

  • Different from negative keywords

Negative keywords allow you to skip search phrases from your campaigns and focus on important keywords for your clients. Better targeting can bring your ad to more interested visitors, increasing ROI. Negative keywords can help avoid targeting unrelated sites or videos using Display advertising. However, remember that negative keywords work differently in Display and Video advertising than in search marketing. Depending on the other keywords in your ad group, certain sites where your Google Ads appear may occasionally contain restricted phrases.

At the account level, a limit of 1,000 negative keywords is evaluated for Display and Video advertising.

You’re undoubtedly familiar with how Google Ads function

It displays your online ads to potential clients interested in your company. You submit bids on keywords and search queries, and if you win, you earn the top spots in the SERPs. As part of a PPC marketing plan, you decide how much you want to spend for each click on your ad. As your bid amount climbs, so does your position. Google Ads has undergone several revisions and adjustments since its start as Google AdWords in 2000.

Why Google Ads appear on the SERP?

Google Ads is built on keywords, which are the terms that individuals are most likely to search for while looking for a product. When marketers build a Google Ads search campaign, they construct an ad with a specific offer and select a list of relevant keywords to target. When someone performs a Google search (also known as a query), Google checks to see whether any advertisers are bidding on keywords related to that search.

Google Ads will display on that SERP if there are any.

The major goal of Google’s search engine is to be as relevant as possible for user searches

Thus you must maintain a high relevance score for your Keyword-Ad-Landing-Page combination. Maintaining relevance to visitors’ search keywords while leading them to an appropriate and relevant landing page will earn you a decent and high-quality score – a type of ‘pat on the back’ from Google Ads.

Why is it essential to prioritize your Google Ads quality score?

Work on your quality score if you want more traffic at cheaper CPCs. Click-Through Rate is the most important criterion in calculating the quality score. When you begin optimizing for CTR and Quality Score, you will quickly realize that this type of optimization is difficult. You must examine advertisements, brainstorm, examine your competitors, examine your landing page, and wait for statistics to arrive.

Some Google Ads you believed would be engaging fail, while others you thought would never perform well. You frequently have to guess what Google is thinking.

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