In this video tutorial, I'll guide you through the process of excluding brand terms from your Performance Max (PMax) campaign in Google Ads. While I won't delve deeply into the rationale behind excluding brand terms, it's generally considered a best practice among advertisers. Excluding brand terms ensures that your PMax campaign focuses on capturing new audiences rather than inflating performance metrics with searches for your brand name.
Step 1: Accessing Settings: To begin, navigate to your Performance Max campaign within Google Ads. Once there, click on the "Settings" tab.
Step 2: Access Additional Settings: Scroll down to the bottom of the settings page and click on "Additional settings".
Step 3: Brand Exclusions: In the additional settings menu, locate the option labeled "Brand exclusions".
Step 4: Creating a Brand List: Next, you'll need to create a new brand exclusion list. Begin by searching for the brand name you wish to exclude. Select the relevant brand names from the list of suggestions. Note that you don't need to include misspellings, variants, or translations of the brand name.
Step 5: Applying the Brand List: After selecting the brand names, create a list by entering a name for it. Once created, apply this brand exclusion list to your PMax campaign.
Step 6: Requesting Missing Brand Names: If you cannot find a specific brand name in the list, you have the option to submit a request to Google for its addition.
With the brand terms excluded from your PMax campaign, you can ensure that your campaign focuses on reaching new audiences rather than capturing searches for your brand name. This helps in maintaining the accuracy of your campaign performance metrics.
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