Google Ads introduces brand inclusion and exclusion settings

Google Ads has introduced brand inclusion and exclusion settings to help advertisers control which searches trigger their ads. Brand inclusion allows ads to show only for specific brands, while brand exclusion prevents ads from appearing for certain brands. Brand inclusion is effective for Search campaigns using broad match keywords and should be paired with Smart Bidding strategies. Brand exclusion is particularly useful in Performance Max campaigns, where it helps manage search terms without extensive visibility. Advertisers can create brand lists for inclusion or exclusion, using Google’s pre-populated lists or their own. These settings can enhance campaign performance, especially for those with high brand search impression shares or those running competitor campaigns.