What Google says
In Google's own words, with a brand exclusion "your campaign won't serve for queries associated with a brand that you want to avoid." Brand lists are created at account level and applied to individual Search or Performance Max campaigns. Brands come from Google's brand library, and you can request one that is missing. (Google help center)
Why they beat negative keywords for brand
Negative keywords do not match close variants, so a brand negative misses typos. Google's Performance Max FAQ calls campaign-level brand exclusions often the better option for blocking brand traffic because they also block clear misspellings and foreign-script versions of the brand. The limit: in Performance Max they cover Search and Shopping inventory only, not YouTube or Display.
Where we use them
We exclude the client's own brand from Performance Max and run brand on exact match in a separate, cheap Search campaign. Without the exclusion, PMax can win searches from people already looking for you by name and report them as acquisition, as we show in Your PMax 'win' might just be your own brand search.
How to check if you need one
Open the search terms report, choose "Search terms and landing pages for Performance Max," and filter for your brand. If branded terms carry a large share of PMax conversions, its cost per conversion is flattered, and the number after an exclusion is the honest one.
Common questions
What are brand exclusions in Google Ads?
Brand exclusions are lists of brands that stop your Search or Performance Max campaigns from serving on queries associated with those brands. You build the list at account level and apply it to individual campaigns.
Do brand exclusions work on YouTube and Display in Performance Max?
No. Google says that for Performance Max, brand exclusions apply to Search and Shopping inventory. PMax can still reach people who know your brand through YouTube, Display and other channels.
Should I use brand exclusions or negative keywords for my brand in PMax?
Google says brand exclusions are often the better option, because unlike negative keywords they also block clear misspellings and foreign-script versions of the brand. Negative keywords do not match close variants.
What if my brand isn't in Google's brand list?
You can request that it be added to the Google Ads brand library. Google says it adds brands that have a logo, trademark, domain name or dominant product name, or, for small and medium-sized businesses, a business name.
Can I exclude a competitor's brand?
Yes. Google's Performance Max FAQ says campaign-level brand exclusions can be used for branded queries beyond your own, such as competitors' brands or your own sub-brands.