What do brand exclusions apply mean?
Asked by: Nathen Bogan MD | Last update: October 31, 2025Score: 5/5 (27 votes)
What does it mean when exclusions apply?
The department store that advertises a big sale often states at the bottom of the ad that "some exclusions apply," meaning the discounts don't apply to all items. Definitions of exclusion. noun. a deliberate act of omission. synonyms: elision, exception.
Should you exclude a brand from Performance Max?
Specifically, the best practice suggested is to always, unequivocally, always exclude client brand terms from the Performance Max campaigns.
What is the difference between brand exclusions and brand restrictions?
With brand restrictions, you can target relevant traffic while controlling the brands your ads serve for. And with brand exclusions, you can ensure your ads are not showing for any brand terms that don't align with your objectives.
What are brand inclusions in Google Ads?
For Search campaigns, brand inclusions limit traffic to serve only on search queries related to specified brands. To turn on brand inclusions for Search, you'll need your campaign to have the broad match campaign setting turned on.
How to Exclude Brand Terms from Performance Max Campaigns Using Brand Exclusion Lists
What are brand exclusions?
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 that your Google Ads Performance Max campaigns won't serve for branded queries that you want to avoid on Search and Shopping inventory.
What is added excluded in Google Ads?
“Added” are search terms that match with a keyword already in your account. Excluded are search terms you've already excluded and should be in your negative keywords as well. Added/Excluded are keyword conflicts that need to be resolved by removing a keyword.
How do I exclude brands from Google Ads?
Below the 'Campaign' page heading, click Settings tab. Select the search campaign that you created. Click Additional settings, then click Brand exclusions. Enter the brand list that you wish to use or click + New brand list and enter the brands that you wish to exclude from this campaign.
Are you allowed to mention other brands in an ad?
It's usually acceptable to reference another brand or their trademarks as long as there's no intent to capitalize on consumer confusion or the brand's reputation. Compatibility assurances can be used in advertising, but it should not create an impression of endorsement or affiliation between the two companies.
What is brand restriction in Google Ads?
Brand restrictions will restrict your broad match traffic to only serve on searches that include the brands you select (e.g. Fitbit) or products that are related to those brands (e.g. Versa 4).
Can I stop competitors bidding on my brand?
The first and often most effective step is to contact the advertiser directly. Here's how: Find Their Contact Information: Look up their website, find their contact email, or even connect with them on LinkedIn. Send a Friendly Message: Approach them in a non-confrontational manner.
Why not to use performance max?
Performance Max will almost always waste money on some unwanted clicks, and it offers fewer controls for fine-tuning performance. If you only want to pay for clicks from people who are actively searching for what your business offers, right at that moment, then you should be using a Search campaign instead.
What is content suitability?
Content suitability settings provide additional filtering to help you find the right fit for your product or brand. Depending on your campaign setup, they can apply to content on YouTube, Display Network, Google Video Partners (GVP), or the Search Partner Network.
Why are exclusions necessary?
Policy exclusions create a balance between coverage for fortuitous losses (losses you couldn't have reasonably prepared for) and the need to remain solvent in order to pay those claims. For example, a homeowners insurance policy doesn't include flood insurance.
What does it mean to apply to the exclusion?
If you do something to the exclusion of something else, you do it so much that you do not have time for the other thing: He was obsessed, almost to the exclusion of everything else, with a family feud.
What are examples of exclusion?
- Leaving someone out on purpose when you know they will be hurt by your actions.
- Telling other students not to be friends with someone.
- Embarrassing someone in public when someone tries to approach the group.
Can a brand mention another brand?
Comparative advertisements can mention competitors, so long as the statements are truthful and does not falsely imply a connection between the two entities. There is no prohibition on mentioning another company's brand, whether as part of a narrative or in a direct comparison.
Can you promote a brand without permission?
Trademark law protects an owner's exclusive right to exploit its marks and to prevent third parties from capitalising on the associated goodwill by suggesting an association or implied endorsement between the owner and a third party without the owner's consent.
Why can't shows mention brands?
A lot of times, the production houses, TV channels, a particular TV show or film is often already sponsored by some brands. Therefore, the producers or production houses are wary of not disappointing the sponsors by showcasing the product of a rival brand.
What is brand exclusion?
Brand exclusions keep your campaigns from serving for branded queries you want to avoid. For Performance Max, brand exclusions apply to Search and Shopping inventory.
How do I add exclusions to Google Ads?
To exclude placements for a campaign:
Click Content. Click Exclusions. On the right hand side, click Edit Exclusions. Choose whether you'd like to exclude placements at the Campaign, Ad group, or Account level.
Can competitors use my brand name in Google Ads?
Brands can use your brand name in their Google ads, as long as the name isn't trademarked and the way they use it can't be deemed “deceptive.” (Deception tactics include things like the company impersonating your brand.) If your company's name is trademarked, that may be a different story.
What is forbidden in Google Ads?
Google Ads prohibits the use of offensive or inappropriate language, including hate speech, profanity, and adult content. 2. Review your ad content: Examine all elements of your ads, including headlines, descriptions, display URLs, and any extensions for language that could be construed as inappropriate or offensive.
What is the exclusion symbol in Google?
Terms You Want to Exclude (-)
Using a hyphen immediately before a word tells Google that you do not want pages that contain this word to appear in your results. The hyphen should appear immediately before the word and should be preceded with a space.
Why is Google rejecting my ads?
Disapproved ad reasons. Google disapproves ads that either do not comply with content and creative policies or the requirements for third-party ad serving. These are the most common reasons an ad may be disapproved by Google.