I recently came across a fascinating development in Google Ads that’s really worth discussing. Google seems to be testing new branded search controls within AI Max campaigns, which might just give advertisers a better way to separate branded from non-branded traffic.
If you’re like me, you’ve probably faced challenges with AI Max campaigns capturing branded searches, especially since their launch. It seems Google might finally be addressing this common concern by offering more control over how these campaigns interact with branded queries.
What’s happening. Some advertisers have reported a fresh ‘Branded Searches’ control option within AI Max campaigns. This feature potentially allows us to dictate how the campaigns handle brand-associated searches.
The option includes three settings:
- Show ads on all relevant searches (default strategy)
- Manage branded searches via inclusions and exclusions
- Restrict ads to only appear on unbranded searches
Why we care. For those of us managing campaigns, one major critique of AI Max has been its tendency to capture branded traffic. This traffic is often already covered by dedicated brand campaigns, leading to complications.
Campaigns that pull in branded traffic can pose several issues:
- Increased costs for likely conversions
- Complexities in attribution across different types
- Diminished clarity on incremental gains
- Worries of AI Max overshadowing branded efforts
The ability to focus on purely unbranded searches, newly introduced, could help direct AI Max towards fresh demands and new prospects.
Between the lines. Up until this point, preventing AI Max from engaging in branded queries required exclusion lists. A native setting would simplify this and potentially offer more insight into brand intent handling.
The big picture. Google seems committed to adding more oversight to automated campaigns, reacting to our calls for greater transparency and control over AI.
If these controls are deployed widely, it could indicate Google’s acknowledgment of our traffic management concerns, as they forge ahead with AI automation.
What to watch. Whether this is a full release, a selective test, or just an experiment is still unclear. Keep an eye on your AI Max settings and stay alert for updates from Google regarding branded search controls.
Bottom line. This new control in AI Max might soon empower advertisers to distinctly separate branded and non-branded traffic—something many of us have long requested. But for now, it’s an observation rather than a confirmed rollout.
First spotted. This development was originally highlighted by Paid Search specialist Thomas Eccel, who shared his discovery on LinkedIn.
Inspired by this post on Search Engine Land.
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