Mike Ryan shared that Google is testing a powerful new brand control feature in Performance Max campaigns to address long-standing concerns about brand traffic cannibalization.
When PMax launched, advertisers raised concerns about brand traffic being mixed into PMax campaigns, inflating performance metrics, and disrupting dedicated brand search budgets.
Existing brand exclusions are too broad. They remove brand traffic not only from Search ads but also from the larger shopping ad inventory, leading advertisers to use inefficient workarounds like fallback shopping campaigns.
But now, Google is testing a new checkbox in the brand exclusions setup:
- Brand traffic is excluded from PMax Search but remains active in Shopping ads.
- This eliminates the need for complicated workarounds, allowing clean execution and greater flexibility.
