Google Ads Brand Inclusions & Exclusions in AI Max
Google Ads is making some significant changes to how brand inclusions and exclusions work, particularly for new search campaigns.
Key Update
Google has announced that brand inclusions and exclusions are now integrated into AI Max for any fresh search campaign you create. Here’s what you need to know:
- Activation Requirement: As indicated by Google, you must turn on AI Max in your campaign to take advantage of brand inclusions and exclusions.
Insights from Industry Experts
This shift was first noticed by Jerome Fleck, and Anu Adegbola elaborated on it in an article for Search Engine Land. Jerome even shared a screenshot that illustrates this new feature.
Current Management of Brand Lists
While existing brand lists can still be managed with ongoing campaigns, there’s a bit of uncertainty about their future. Anu highlights that:
- Advertisers can choose to keep or remove existing brand lists in their legacy campaigns.
- However, to add new brand lists moving forward, users will need to enable AI Max.
This signals a deeper integration of brand control features into Google’s automated framework, hinting at what’s to come.
Community Discussion
If you’re interested in more insights or sharing your thoughts, there’s an active forum discussion on X where advertisers are discussing these changes.
Stay tuned as we continue to monitor these developments in Google Ads!
