Managing Branded Queries and AI-Generated Assets in Performance Max Campaigns

Google Ads has released information regarding two frequently asked questions about Performance Max campaigns: controlling branded queries and ownership of AI-generated assets.

Controlling Branded Queries:

• Account-level negative keywords: Excludes branded queries across all campaigns but impacts unrelated campaigns as well.
• Campaign-level brand exclusions: Targets specific campaigns, excludes branded queries including variations, and offers finer control.

Recommendations:

• Campaign-level brand exclusions are generally preferred for broader variation blocking.
• Monitor exclusion impact on reach and performance to avoid hindering valuable conversions.

Ownership of AI-Generated Assets:

• Users own unique images generated by Performance Max.
• Generated images can be used outside Google Ads, such as on websites, adhering to Google's policies and terms.
• All AI-generated images are clearly marked using SynthID watermarks and open standard metadata.