Microsoft Advertising is introducing a new feature called “brand lists” for their Performance Max (PMax) campaigns. This feature gives advertisers more control over their brand image and ad visibility, allowing them to exclude their ads from appearing alongside specific brands. By doing so, advertisers can improve ad relevance and their return on ad spend (ROAS).
Advertisers have the ability to create up to 20 brand lists and can add brands from a predefined list or request specific brands to be added. Brand exclusion can also be applied to prevent ads from serving on branded search queries. This feature offers advertisers the opportunity to avoid association with competitors or brands that do not align with their values.
One of the key features of brand lists is that it covers misspellings automatically. This ensures that ads will not appear alongside misspelled versions of excluded brands. Additionally, there is an editorial review process for brand requests, which takes approximately 4-6 weeks to be reviewed.
Microsoft’s introduction of brand lists is a clear indication of their efforts to compete with Google Ads by offering more granular control over ad placements. The company believes that this feature will help advertisers “mitigate risks” and display ads with relevant content.
In the broader context of digital advertising, platforms are recognizing the need for more tools related to brand safety and ad targeting precision. As the industry becomes increasingly complex and automated, advertisers are seeking ways to ensure their ads are seen in the right context and aligned with their brand values.
Overall, Microsoft Advertising’s brand lists feature is a valuable addition for advertisers using PMax campaigns. It empowers them with greater control over their brand image and ad visibility, allowing them to avoid association with competitors or brands that do not align with their values. With the inclusion of automatic misspelling coverage and an editorial review process, this feature provides advertisers with the tools they need to enhance ad relevance and optimize their ROAS. As digital advertising continues to evolve, it is essential for platforms to offer these types of features to meet the demands of advertisers and ensure a positive advertising experience for both brands and consumers.
