What you should know about inclusion and exclusion

Today, we are searching for Google Advertising Brand Settings, especially brand inclusion and brand exclusion for exploration and performance maximum. We will cover:

• What is brand inclusion in Google advertisements?
• When should you use brand inclusions to search?
• What is brand exclusion in Google advertisements?
• When should you use brand exclusion?
• How to make brand lists for brand settings and manage
• Should you use brand settings in Google advertisements?

What is brand inclusion in Google advertisements?

Brand inclusion is a setting that restrictions your discovery campaign Only Show advertisements on discoveries of specific brands.

In fact, it was called the “brand ban”.

You can include your own brand, the brand of contestants, or whatever brands are.

When should you use brand inclusions to search?

The brand inclusion only works with search operations that use wide match keyword settings.

Practically, this means that the brand inclusion settings let you run a branded search campaign or competitive victory campaigns using wide match keywords.

If you want to expand your access then it can be a valuable test ground.

However, remember that you should only use brand inclusion with a smart bid strategy, as the broad match keywords are only designed to work with AI-managed smart bid.

Think of brand exclusion as complement or alternative to negative keywords.

In a search campaign, leaving some brands, you can save time and money to play “search word whake-a-mole”. But the brand exclusion actually shines in a performance maximum campaign because you do not have the same search term visibility in search, and you can only add 100 negative keywords per PMX campaign per PMX campaign.

Within your PMAX settings, you have the option to apply brand exclusion to shopping and search inventory, or only search inventory.

While the brand exclusion is a great tool for keeping your brand (or brands of competitors) out of your discovery words, this is not right.

You will still need to monitor your search terms (or search categories) regularly and potentially add negative keywords as required.

How to make brand lists for brand settings and manage

Both brand inclusion and exclusion rely on brand lists to work.

Google offers pre-infamous list for many common brands. However, if your brand is not listed, you can easily make your own within the campaign setup process or through your shared library.

What is the formation of a brand really? It is not necessary that the name of the main company is only.

For example, while “Nike” is a brand, so there are sub-brands such as “Air Max” and “Air Jordan”. If you want to involve them personally or want to exclude them, you may need to make separate brand list for each.

Should you use brand settings in Google advertisements?

If your brand search impression share is 90%+ and you have a budget to leave the budget, it is worth involving the brand to see if you can get old conversion in equal CPA or ROAS.

Also, if your competitive victory campaigns are not getting the demonstrations you want, it may be worth incorporating brands with brand lists characterized by your rivals.

Brand exclusion for search may not hurt as an ad-on in all your nonbrand search operations. If you do not want to show advertising on competitive names, then feel free to use it for that purpose.

The case of use for brand exclusion for display maximum is clear:

• PMX will Always Try to eat your brand traffic, which is neither a good thing nor a bad thing – this is just the fastest way to run a good performance.
• If you want to reduce that behavior in the bud, you should definitely try brand exclusion setting.
• If you do not consider your branded search traffic through PMAX to be bad, then turn off this setting.

This article is part of our ongoing weekly search engine land series, which you need to know about Google advertisements in less than 3 minutes. Every Wednesday, Jyll highlights a separate Google Ads feature, and what you must know to get the best results-all in reading in a quick 3-minute.