What Are Brand Lists?

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Brand lists allow advertisers to exclude specific brand names and their variations from their campaigns. This feature is handy for businesses looking to prevent their Performance Max campaigns from cannibalising dedicated brand search campaigns, ensuring a more strategic allocation of budget and visibility.
However, while this exclusion capability is beneficial, many advertisers have reported an unintended side effect: a decline in branded shopping search performance, which could impact overall sales and visibility in shopping results.

A New Exclusion Option for Shopping Ads

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Recently, some advertisers have noticed a new tick-box feature within their Google Ads accounts. This feature allows them to exclude brand lists specifically from Shopping ads. This additional layer of control could help advertisers refine their brand bidding strategies without negatively impacting their branded shopping searches.

By enabling this option, advertisers can:

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  • Protect their brand campaigns – Ensuring Performance Max does not overlap with dedicated brand search efforts.
  • Optimise budget allocation – Avoid unnecessary spending on branded searches already covered by other campaigns.
  • Increase campaign performance – Gaining control over how and where their ads appear across Google’s extensive network.