It can be challenging for advertisers to decide whether to exclude branded questions from Performance Max campaigns. While branded searches can bring in high-quality visitors to your website, eliminating them can help you save money and concentrate on luring in new clients. Making the best choice for your organization requires carefully weighing the advantages and disadvantages of including or removing branded queries. Here, we will discuss when brand exclusions are appropriate and when they aren't.

🙂 When Brand Exclusions Make Sense?

In some circumstances, it may make sense to leave branded queries out of your Performance Max campaigns. The following are some scenarios where brand exclusions are justified: 👉 High brand search volume: Including branded searches can squander money if your brand is well-known and has a high search traffic. 👉 Launching a new product: Excluding branded questions can help you reach a wider audience and build brand recognition for new products when you're launching a new product or service. 👉 Budget constraints: By excluding branded queries, you can save money and direct resources toward non-branded search phrases that may result in the acquisition of new customers. 👉 Testing ad text: By excluding branded search phrases, you may assess how well your ad copy performs for generic search terms. It may be wise to exclude branded enquiries in order to save money and concentrate on luring in new clients. You can use it to test the efficacy of ad text and gauge demand for new products.

🙄 When Brand Exclusions Don’t Make Sense?

It might not always be the best for your company to exclude branded queries from Performance Max campaigns. Brand exclusions are unnecessary in the following circumstances: 👉 Your brand is not well-known: By omitting branded searches, you may be able to narrow your audience and prospective traffic if your brand is not yet well-known or has a low search volume. 👉 Your branded search phrases have a high conversion rate. If this is the case, removing these terms could have a detrimental effect on the effectiveness and profitability of your campaign. 👉 You have a low volume of non-branded searches: If the volume of non-branded searches is minimal, eliminating branded queries may narrow the scope of your campaign and produce a low level of traffic. 👉 Increasing brand recognition is your main objective: If this is the case, omitting branded queries may impede your efforts and reduce your exposure to potential clients. Excluding branded questions can reduce your audience, have a negative effect on the effectiveness of your campaign, and impede your efforts to build brand recognition.

🏁 Conclusion

Finally, removing branded queries from Performance Max campaigns can be a calculated move that both saves money and draws in new clients. Before making a decision, it's crucial to balance the advantages and disadvantages of excluding branded queries and take into account the particular requirements and objectives of your company.