Sharper targeting: Google adds brand filters to Shopping campaigns

 Google enhances Shopping campaign targeting  
In a quiet but significant update, Google Ads has rolled out brand inclusion controls for standard Shopping campaigns. This feature enables advertisers to directly add or exclude brand lists within the ad group targeting section, offering precise control over which brands are promoted.  

Until now, brand targeting tools were restricted to Performance Max campaigns, forcing advertisers to rely on complex scripts or manual adjustments. The new functionality streamlines campaign management, ensuring that retailers can align ad visibility with brand strategy and consumer demand more effectively.  

Industry experts view this as a major step toward improving transparency and efficiency in Google Ads, particularly for multi-brand retailers who need granular control over product promotion.  

Major takeaways  

• Google introduces brand inclusion controls for standard Shopping campaigns  
• Advertisers can now add or exclude brand lists directly in ad group targeting  
• Previously, brand targeting was limited to Performance Max campaigns  
• Update eliminates need for complex workarounds and scripts  
• Enhances visibility management for multi-brand advertisers  

Sources: Search Engine Land