Google Performance Max may stop serving brand and navigational search queries
· 2d ago · Originally reported by PPC Land
PPC Land reports that Google Performance Max campaigns may no longer serve ads on navigational or brand searches, leaving those queries to dedicated Search campaigns. The piece raises the question of who covers those queries for advertisers that do not run separate brand campaigns.
Why it matters
Brand search ads are often a significant share of clicks, so if PMax stops covering them, advertisers may need to restructure campaigns or risk losing visibility on their own brand terms.
Explain it like I’m new here
It's like a store that used to put up signs when people searched its name, and now it may only put up signs for general searches, so the store needs a separate sign plan for its own name.
Terms in this story
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CPC (cost per click)
CPC (cost per click) is a pricing model where the advertiser pays only when someone clicks the ad, and also the average amount paid per click.
Search advertising
Search advertising is placing paid ads alongside search engine results, triggered by the words people search for and usually charged per click.
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