Our Perspective on Upcoming Enhanced Safety Features for Performance Max by Google
Brand safety controls for Performance Max, also known as PMax, are expected to see significant improvements. These changes come in light of recent scrutiny, following a report by Adalytics criticizing Google’s ad distribution practice on non-Google websites via the Search Partner Network (SPN).
Originally Google denied the accusations but eventually addressed concerns by allowing advertisers to opt out of the SPN. However, this option is temporary, set to expire on March 1, 2024. Ginny Marvin, a Google Ads liaison officer, indicates safety control modifications are now under discussion.
The Importance of these Changes in Web Design
Google’s decision to remove the opt-out feature from the SPN potentially creates a dilemma for advertisers. MKTG Plan, an agency specializing in web design, and Digital Marketing understands the importance of ensuring advertisements are not attuned to unsuitable content. This judgement is crucial not only to reach the target audience but also to prevent potential damage to a brand’s reputation. If communication and SEO for a brand are not properly managed, it could cause significant issues.
Marvin, when asked to comment on PMax brand safety during a Q&A session on PPC Chat, had this to say:
“There’s currently an option to request to opt out of Search Partner Network at the account level until March 1. At this point, I do not have any more updates to give. But I can say that the teams are considering the introduction of additional controls.”
Founded on October data, over 90% of SPN impressions were derived from Top 100 sites and apps, including YouTube.
The PMax Situation According to Adalytics and Google’s Response
Adalytics claims pointed the finger at Google, suggesting that many ad buyers found their ads appearing on unsuitable websites within the SPN network, contrary to expectations that the campaigns would run on Google.com faithfully. These compromising websites reportedly included sites with pirated content, explicit adult content, and sites from countries such as Iran and Russia, potentially under U.S. government sanctions.
However, Dan Taylor, Vice President of Global Ads at Google, categorically denied these claims. He accused Adalytics of repeatedly publishing misleading reports that misrepresented Google’s products and overestimated the extent of the problem.
Existing Brand Safety Controls in Use
Even as Google ponders additional brand safety measures, advertisers still have a range of tried-and-tested options under the PMax framework to ensure their ads are not associated with undesirable content in Search, Shopping, Display, and Video inventory. These measures, coupled with exceptional web design, can control or if desired, enhance the SEO of a brand.
Search & Shopping Suitability Controls
Brand exclusions at the PMax campaign level can be used to prevent ads from being displayed for very specific brand queries in Search & Shopping. Account-level negative keywords provide another way to keep your ads from showing up in Search & Shopping queries.
Display & Video Suitability Controls
For Display & Video inventory, different fields are available. Content labels can be applied to ensure your ads only appear next to YouTube & GDN content that matches a particular level of maturity. An ‘expanded, standard, limited’ inventory type option allows you to quickly select your preferred content type on YouTube & GDN. Sensitive content categories let you exclude content that could be viewed as controversial.
For added flexibility, up to 1000 content keywords can be excluded, and ads can be prevented from showing up on specific types of video content, such as live streams and embedded YouTube videos. You can also prevent ads from being shown on specific YouTube and GDN content with placement exclusions.
Finally, PMax placement reports highlight exactly where your ads have been shown, and are expressly designed for GDN brand safety tools. Simultaneously, new Search Terms Insights updates encompass more categories, API integration, and custom date ranges & downloading.
Tips for Enhanced Brand Protection on PMax
At MKTG Plan, we recognize the urgent need that digital marketing agencies and their clients have to ensure that their brands are protected. We offer a wide array of services in web design, SEO management, and digital marketing, with a particular focus on helping businesses maintain a good brand reputation even in online ad spaces like PMax.
As Google works on improvements for Performance Max (PMax), we equally see the need for advertisers to adopt certain measures to safeguard their brand reputation ahead of the much-anticipated updates.
Incorporating SEO into Your PMax Advertising Strategy
One way to ensure your ads remain relevant and trustworthy is by leveraging SEO in your PMax advertising strategy. This approach can help reinforce your brand’s reputation by making sure your ads are contextually relevant and, thus, less likely to show up on inappropriate sites.
As part of our digital marketing services at MKTG Plan, we can help you fine-tune your SEO strategy to enhance your brand safety controls on PMax.
Checked and Approved Web Design Practices for PMax Ads
It’s important to translate good web design practices into your PMax ads. Remember that the visual appearance of your ads reflects your brand reputation. With MKTG Plan’s team of expert web designers, you can create aesthetically appealing and engaging ads that will further improve your brand safety on PMax.
Frequently Asked Questions (FAQs)
1. What is PMax and why are its brand safety controls important?
Performance Max (PMax) is an advertising framework by Google. Brand safety controls are crucial in PMax to ensure that ads do not appear on inappropriate or unsuitable websites, which could harm the reputation of a brand.
2. How can SEO be incorporated into a PMax advertising strategy?
SEO can be used in a PMax advertising strategy by ensuring the usage of keywords that are contextually relevant, which can help improve brand safety by lessening the chances of your ad appearing on inappropriate sites.
3. How does web design factor into PMax brand safety?
Good web design practices can translate into creating captivating and engaging PMax ads. Ensuring your ads are visually appealing can help maintain and even enhance your brand’s reputation, further improving brand safety.