Google Performance Max: Brand Safety Controls for Advertisers

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What to Know:

– Google AdsLiaison has provided clarification on the brand safety controls available for advertisers using Google Performance Max.
– Performance Max is a campaign type that uses machine learning to optimize ad performance across multiple Google networks.
– Advertisers have several options to protect their brand reputation and ensure their ads are shown in appropriate contexts.
– The available brand safety controls include category exclusions, sensitive content exclusions, and content exclusions based on specific URLs.
– Advertisers can also use third-party brand safety providers to enhance their brand safety measures.
– Google AdsLiaison recommends that advertisers regularly review their brand safety settings and adjust them as needed to align with their brand values and objectives.

The Full Story:

Google AdsLiaison recently provided clarification on the brand safety controls available for advertisers using Google Performance Max. Performance Max is a campaign type that uses machine learning to optimize ad performance across multiple Google networks. With the increasing importance of brand safety in digital advertising, it is crucial for advertisers to have control over where their ads are shown and ensure they align with their brand values.

Google offers several brand safety controls for advertisers using Performance Max campaigns. These controls allow advertisers to protect their brand reputation and ensure their ads are shown in appropriate contexts. The available brand safety controls include:

1. Category Exclusions:

Advertisers can exclude specific categories of content where they do not want their ads to appear. This helps to avoid associations with content that may be irrelevant or inappropriate for their brand.

2. Sensitive Content Exclusions:

Advertisers can exclude sensitive content categories such as adult content, gambling, and violence. This ensures that their ads are not shown alongside content that may be considered offensive or inappropriate.

3. Content Exclusions Based on Specific URLs:

Advertisers can also exclude specific URLs where they do not want their ads to appear. This allows them to have more granular control over the placement of their ads and avoid specific websites or pages that may not align with their brand values.

In addition to these built-in brand safety controls, advertisers can also use third-party brand safety providers to enhance their brand safety measures. These providers offer additional tools and technologies to monitor and protect brand reputation across various digital platforms.

Google AdsLiaison recommends that advertisers regularly review their brand safety settings and adjust them as needed to align with their brand values and objectives. By staying vigilant and proactive in managing brand safety, advertisers can ensure that their ads are shown in appropriate contexts and protect their brand reputation.

Brand safety is a critical concern for advertisers, especially in the digital advertising landscape where ads can appear on a wide range of websites and platforms. Advertisers want to ensure that their ads are not associated with content that may harm their brand image or reputation. By utilizing the brand safety controls offered by Google Performance Max and working with third-party brand safety providers, advertisers can have greater control over where their ads are shown and protect their brand reputation.

According to a survey conducted by the World Federation of Advertisers (WFA), 61% of advertisers have experienced brand safety incidents in the past year. These incidents can have significant consequences for brands, including damage to brand reputation, loss of consumer trust, and financial losses. Therefore, it is crucial for advertisers to prioritize brand safety and take proactive measures to protect their brand image.

In conclusion, Google AdsLiaison has provided clarification on the brand safety controls available for advertisers using Google Performance Max. Advertisers have several options to protect their brand reputation and ensure their ads are shown in appropriate contexts. By utilizing category exclusions, sensitive content exclusions, and content exclusions based on specific URLs, advertisers can have greater control over where their ads are displayed. Additionally, working with third-party brand safety providers can further enhance brand safety measures. Advertisers should regularly review and adjust their brand safety settings to align with their brand values and objectives. By prioritizing brand safety, advertisers can protect their brand reputation and maintain consumer trust.

Original article: https://www.searchenginejournal.com/google-adsliaison-performance-max-brand-safety-controls/494305/