Today’s MarketingPerformance Max may now filter out brand and navigational queries
Google Ads added a new section to its help page on how Performance Max works with other campaigns. It says Performance Max may filter out navigational or brand searches so they serve through dedicated Search campaigns, which offer more precise control. Hana Kobzová spotted the change, and the paragraph was not in the archived version of the page.
Our take
This is good news if you run a brand Search campaign and a quiet leak if you do not. Check that your brand Search campaign is live, has enough budget and covers your brand terms, or that traffic may stop showing anywhere. Then compare brand clicks in Performance Max this week against last month so you see the shift in your own numbers.
