Google Adds Brand Products to Shopping Campaigns
▼ Summary
– Google Ads introduced brand inclusion controls for Standard Shopping campaigns, allowing direct advertiser control over which brands appear in their ads.
– Advertisers can now add or remove brand lists directly within the ad group targeting section of both Performance Max and Standard Shopping campaigns.
– This feature eliminates the need for complex workarounds like scripts or manual setups previously required for brand control in Standard Shopping.
– The update helps retailers protect brand-specific budgets, control competitive exposure, and reduce wasted spend on unwanted brand traffic.
– Brand inclusion controls bring the same precision and efficiency to Standard Shopping campaigns that were previously only available in Google’s automated campaign types.
Google has introduced a highly anticipated feature for its Standard Shopping campaigns, enabling advertisers to manage brand inclusion directly within their ad groups. This enhancement allows marketers to specify which brands appear in their Shopping advertisements, offering greater precision without relying on external tools or complex configurations.
The new brand inclusion controls are accessible in the targeting section for both Performance Max and Standard Shopping campaigns. Advertisers can now add or remove brand lists, preview how these settings will affect their ads, and implement changes seamlessly through the Google Ads interface. This streamlined process eliminates the need for cumbersome manual adjustments or custom scripts that were previously required.
This development is particularly significant for advertisers who have long sought more granular control over brand visibility. Previously, brand targeting options were confined to Performance Max and AI Max campaigns, leaving Standard Shopping users to devise their own workarounds. With this update, marketers can directly select which brands to feature, ensuring their budgets are allocated more effectively and protecting against irrelevant or low-value brand traffic.
For retailers and ecommerce businesses, this update addresses a critical gap in campaign management. It empowers teams to safeguard budgets dedicated to specific brands, manage exposure in highly competitive product categories, and reduce wasteful spending on undesirable brand associations. All of this is achievable without resorting to third-party scripts or labor-intensive manual segmentation.
The addition of brand inclusion to Standard Shopping campaigns brings it in line with the control and efficiency available in Google’s more automated campaign types. This represents a substantial, though understated, advancement for retail advertisers aiming to refine their targeting strategies and maximize return on ad spend.
(Source: Search Engine Land)
