AI Max Campaigns Get Branded Search Control to Reduce Cannibalization
Add the new branded search control to AI Max campaigns, choose the desired option, and monitor performance for cost and attribution changes.
Enable the branded search control in AI Max campaigns, select the appropriate option, and track cost and attribution metrics for changes.
Summary
Google has spotted a new branded search control within AI Max campaigns that lets advertisers decide how brand‑related queries are handled. The setting offers three options: show ads on all relevant searches (default), control branded searches using brand inclusions and exclusions, or show ads only on unbranded searches. This feature addresses a common concern that AI Max can capture branded traffic already targeted by dedicated brand campaigns, leading to higher costs and attribution confusion. By restricting AI Max to unbranded searches, marketers can focus on net‑new demand and avoid cannibalizing existing brand efforts.
The control is currently visible in a limited set of accounts, and Google has not confirmed a full rollout yet. Advertisers should monitor their AI Max campaign settings and watch for official announcements. The move signals Google’s willingness to add governance to automated campaign types while expanding AI‑powered automation. If adopted broadly, it could improve cost efficiency and attribution clarity for brands using AI Max.
Key changes
- New branded search control appears in AI Max campaign settings
- Three options: all searches, controlled with inclusions/exclusions, unbranded only
- Reduces cost for branded traffic already targeted by brand campaigns
- Improves attribution clarity by separating branded and non‑branded traffic
- Enables focus on net‑new demand and prospecting opportunities
- Currently limited to select accounts; monitor for full rollout