Applies to Google Ads only
Brand exclusions can be applied to Google Ads Performance Max campaigns to steer branded traffic based on your advertising needs. Brand exclusions provide added control so your Google Ads Performance Max campaigns won’t serve for branded queries you want to avoid on Search and Shopping inventory.
Brands versus keywords:
Brands are organizations or trademarked goods and services that have distinct branding, logos, or websites. Keywords are words or phrases that potential customers use to find your products and services.
One benefit of using brand lists instead of keywords is not having to enter misspellings, variants, or versions in multiple languages.
Learn more About brand settings for Search and Performance Max in the Google Ads Help Center.