Observed Signal · Jun 26, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Brand Exclusions in PMax: Shopping Exemption Added
Google has added a selective brand-exclusion option for Performance Max (PMax) campaigns, allowing advertisers to exclude brand search terms from the Search network while keeping Shopping ads active. This addresses the distortion caused by brand-search traffic, which can inflate PMax performance and mask non-brand audience potential. Previously, brand exclusions applied across all channels, including Shopping; now marketers can restrict exclusions to Search while preserving Shopping exposure. Implementation is campaign-level via Campaigns > Settings > More Settings > Brand Exclusions, with a checkbox to ensure the Shopping channel is not excluded. The feature is currently in Beta and requires activation. Remarketing remains unaffected by brand exclusions. Overall, this update aims for more realistic measurement, improved budget efficiency, and a clearer split between brand-search and non-brand-search traffic within PMax.
Major platform Technical Release enabling selective brand exclusions in Performance Max; potential impact on measurement and traffic allocation.
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Key Takeaways & Evidence Grounding
- Google announced a selective Brand Exclusion option for Performance Max campaigns, enabling Search exclusions while preserving Shopping ads.
- The update allows brand exclusions to apply to Search only, not to Shopping.
- Campaigns can be configured in Campaign settings > More Settings > Brand Exclusions with a Shopping exception checkbox.
- The feature is currently in Beta and requires activation.
- Remarketing remains unaffected by brand exclusions.
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