Google has quietly started rolling out brand inclusions to standard shopping campaigns in order to give advertisers more control over and precise management of which brands apear in shopping ads.
How it works:
This new feature will let you directly add in or remove brand lists to ad groups of both Performance Max and standard shopping. Before, targeting tools were only available in Performance Max and AI, leaving standard shopping in the dark when it comes to brand visibility. This means you can now define exactly which brands to include or exclude, preview in the set up and apply changes within the actual Google Ads interface.
What’s the benefit:
This update is huge for e-commerce brands because it allows users to protect brand-specific budgets or exclude brand-specific budgets. This will save time in the initial set up of campaigns because it saves having to use manual segmentation or using scripts to pull out branded keywords.
