Google’s New Brand Restrictions for Broad Match: Control Your Ads Better

Converting audiences who are aware of your brand and products is relatively easier than going after audiences who accidentally or unintentionally clicked on your ad or landing page. Brand Restrictions for Broad Match is a new Google ad feature that allows you to only show your ads for searches, including your brand name. The feature enables you to stop showing your ads for irrelevant searches e.g., competitors products and services.

How to use this feature?

You will need to add your brand name as a negative keyword, you can do this at the campaign level or ad group level. Once it is done, Google will no longer show your ad unless the search includes the other keywords in the ad group. 

Let us understand this with a simple example: You are running a campaign for your product called “Hair Oil”, and you added hair oil as a negative keyword to your campaign. Now, your ad will not show for searches such as “buy hair oil” or “best hair oil” but it will show up for “buy hair oil from hair oil” or “best hair oil for your hair”.

Advantages of using Brand Restrictions for Broad Match:

• Reduce your ad budget by showing your ad only for relevant searches. 
• When you target the right set of audiences you can see improvement in your CTR. 
• The feature helps to increase brand awareness among the target audience. 

If you are utilizing Google ads then you should try Brand Restrictions for Broad Match as it is a great way to protect your brand, boost CTR and conversion & also increase brand awareness.