Sometimes, the disconnect between Google Ads and the primary user base is so strong that you can almost feel it.<\/p>\n
A perfect example is how advertisers have constantly asked for the option to exclude branded traffic from Performance Max campaigns. Google remained non-committal for over a year, except to suggest account-level negative keywords (not the same thing at all).<\/p>\n
Until the announcement of campaign-level brand exclusions earlier this year, you couldn\u2019t go a single day without someone sharing a real example where excluding branded queries would have allowed them to maintain a certain degree of performance. This evidence is what made Google\u2019s silence feel truly deafening.<\/p>\n
While I don\u2019t doubt that many of my peers wanted this ability for the right reasons, it\u2019s not fair to assume that our little corner of Twitter \u2013 where many of us have been doing Google Ads for well over a decade \u2013 is an accurate reflection of the PPC industry as a whole.<\/p>\n
I fully support PPC marketers having control over critical decisions. Still, I also encourage each of us to make decisions in the best interest of our accounts, not<\/strong> because everyone else is doing it a certain way or because you\u2019ve always done it that way.<\/p>\n