New Brand Settings in Search and Performance Max Campaigns

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In today's highly competitive digital landscape, branding is more crucial than ever. Bobo Digital, a leading digital marketing agency based in Adelaide, Australia, understands the challenges faced by businesses trying to make their mark online. With Google's new brand settings in search and Performance Max campaigns, companies now have more control over their brand visibility and advertising efforts. This blog post will delve into these new features, as well as offer actionable tips on writing successful online text ads, creating and editing notes, and understanding common reasons for Google Ads disapproval. Whether you're a seasoned marketer or a business owner looking to improve your online presence, this guide is for you.
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Brand Restrictions for Broad Match in Search Campaigns

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One of the latest updates from Google Ads is the introduction of brand restrictions for broad match in search campaigns. This feature allows broad match traffic to serve only on searches that include the brands you select or products related to those brands. It's designed to ensure that brand campaigns are not diluted with non-brand traffic, providing more targeted advertising efforts.

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Benefits of Brand Restrictions

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1. Enhanced Targeting: By restricting broad match traffic, you can ensure that your ads appear only to users who are genuinely interested in your brand or related products.
 
2. Improved ROI: Focusing on brand-specific searches can lead to a higher return on investment (ROI), as your ads are more likely to convert when shown to the right audience.
 
3. Global Availability: This feature will be available globally next week, making it accessible for businesses worldwide.

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Brand Exclusions in Performance Max Campaigns

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Another significant update is the introduction of brand exclusions in Performance Max campaigns. This feature allows you to exclude specific brands from serving ads on Search and Shopping inventory.

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Benefits of Brand Exclusions

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1. Avoid Irrelevant Traffic: By excluding certain brands, you can prevent your ads from appearing on irrelevant searches, including brand misspellings and foreign language searches.
 
2. Improved Ad Relevance: This ensures that your ads are more relevant to your target audience, potentially improving click-through rates (CTR) and conversions.
 
3. Immediate Availability: Unlike the brand restrictions, brand exclusions are available now, allowing you to take immediate action.

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How to Write Successful Online Text Ads

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Creating compelling text ads is crucial for capturing the attention of your potential customers. Here are some tips to help you craft effective online text ads.

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The Basics of Creating a Text Ad

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1. Log in to Your Google Ads Account: Whether you're new to Google Ads or have been using it for years, make sure you're logged in to manage your campaigns effectively.
 
2. Click Ads & Extensions: Navigate to the 'Ads & extensions' section where you can create and manage your text ads.
 
3. Create a Text Ad: When creating a text ad, ensure you fill in all necessary parts:
  - Headlines: Each headline allows up to 30 characters.
  - Description Lines: Each description line allows up to 90 characters.
  - Final URL: Ensure the URL is relevant to the ad content.

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Best Practices for Writing Google Text Ads

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1. Use Specific and Direct Language: Avoid vague terms and get straight to the point. Clear, direct language resonates better with audiences.
 
2. Include Keywords: Incorporate relevant keywords to improve your ad's relevance and quality score.
 
3. Keep Ads Concise and Clear: Avoid long-winded descriptions. Stick to the essentials to keep your audience engaged.
 
4. Test Different Versions: Regularly test different versions of your ad text to see which performs best. This iterative approach can lead to significant improvements over time.

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Creating and Editing Notes

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Google Ads allows for the creation and editing of notes, which can be incredibly useful for keeping track of changes and insights. Here’s how you can create and manage notes within Google Ads.

Creating Notes via Performance Graph

1. Hover Over a Node and Click "Add Note": This allows you to add context-specific notes directly on the performance graph.
 
2. Type the Note and Click "Save": Ensure your note is clear and provides valuable information.

Creating Notes via Notes Panel

1. Click "Open Notes Panel": This opens a dedicated section for managing your notes.
 
2. Click "Add": Select a date and type your note before clicking "Save."

Creating Notes via Report Table

1. Select Campaigns or Ad Groups: Choose the specific campaigns or ad groups you want to annotate.
 
2. Click "Add Note": After selecting the date, type your note and click "Save."

Common Reasons for Google Ads Disapproval

Understanding why Google might disapprove your ads is crucial for maintaining a successful advertising campaign. Here are some common reasons for disapproval:

1. Adult Content: Ads featuring adult content are likely to be disapproved.
 
2. Alcohol: Alcohol-related content can also lead to disapproval.
 
3. Gambling and Games: Ads promoting gambling or related games face stringent regulations and can be easily disapproved.
 
4. Healthcare and Medicines: Misleading or unverified information about healthcare and medicines is a common reason for disapproval.
 
5. Political Content: Political ads are subject to specific guidelines and can be disapproved if they don't comply.
 
6. Financial Services: Misrepresentation or lack of transparency in financial services can lead to ad disapproval.
 
7. Post-Click Landing Page Issues: If your landing page doesn’t meet Google's quality standards, your ad can be disapproved.
 
8. Misrepresentation of Content: Misleading ads that do not accurately represent the following content will be disapproved.

About Assets

Creating high-quality assets for your ads is essential for capturing your audience's attention.

Headlines and Descriptions

1. Compelling and Focused on User Benefits: Ensure your headlines and descriptions are not only compelling but also focused on the benefits to the user.
 
2. Uniqueness: Offer unique selling points to differentiate your ad from competitors.
 
3. Responsive Search Ads: Google allows up to 15 headlines and 4 descriptions for a single responsive search ad. For more details, you can refer to Google Ads Support.



In conclusion, mastering Google Ads involves understanding and leveraging new features like brand restrictions and exclusions, writing effective text ads, and avoiding common reasons for ad disapproval. At Bobo Digital, we're dedicated to helping businesses navigate the complexities of digital marketing to achieve their goals. Ready to take your digital marketing to the next level? Contact us today at Bobo Digital and let’s start crafting a personalised strategy for your business.