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  • Writer's pictureKelly Alica Liman

How to Exclude Brand Keywords from Performance Max Campaigns (Google Ads)

When running Performance Max campaigns, it is important to eliminate brand keywords to avoid unnecessary competition and guarantee that your advertisements are targeting the right audience. By excluding brand keywords, you may better focus your budget, allocate it more effectively, and target a larger audience who may be unfamiliar with your brand. This easy, step-by-step guide will show you how to exclude brand keywords Performance Max campaigns!


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In case you prefer watching a video tutorial instead, here's a 5-minute tutorial from XYZ Lab's Youtube Channel. Enjoy!

Topics Covered:

Part 1: Create a Brand List

Step 1️: Navigate to Tools and setting (or Tools in the New Interface)

Step 2️: Navigate to Shared Library and click on Brand lists

Step 3️: Create a Brand List and select your Brand

Keep in mind that this is not the same as adding keywords, but you are selecting brands. For instance, if you type "Apple", you can select the brands relevant to Apple that you would like to add to this list.

Step 4: If your Brand is not in the list select + Request a Brand, and fill in the form to be added to Google Ads' brands' library

Fill in all the forms and add the other names that may be relevant to your brand (e.g. acronyms). It will take 4-6 weeks for Google to process to brand request and once it is approved, you will be added to the Google Ads' brands library.

Part 2: Apply the Brand List as an exclusion to your Performance Max campaigns

Step 1️: Navigate to your Performance Max campaign

Step 2️: Navigate to Settings

Step 3️: Click on Additional settings

Step 4️: Navigate to Brand Exclusions

Step 5️: Select your Brand List and Save

Alternatively, you can follow the steps listed above and create a Brand List straight from your Performance Max campaign settings.


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