Google is rolling out brand guidelines settings for Performance Max campaigns, first announced in May, allowing advertisers to customize elements like business names, logos, colors and fonts.
How it works.
- Advertisers can tailor ad creative to better align with their brand identity.
- Feature is currently available in select accounts, with broader rollout underway.
- Helps ensure consistent branding across Google’s ad placements, including YouTube and display.
Why we care. This new capability gives more control over how your brand identity is portrayed across Google’s ad network, potentially improving campaign performance and consistency.
The catch. There appear to be some minor inconsistencies in the help documentation and in-app settings, particularly around the use of color and font in YouTube videos and display ads.
First seen. PPC expert Dario Zannoni, highlighted seeing this functionality in his account on LinkedIn:
What to watch. Whether this feature leads to measurable performance improvements for advertisers leveraging it within their Performance Max campaigns.
Bottom line. By empowering advertisers to better control their brand representation, Google is positioning Performance Max as a more versatile and customizable campaign type.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.