Google Ads Standard Shopping Campaigns Gets Brand Inclusions

11/14/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads Introduces Brand Inclusion Features for Standard Shopping Campaigns

Google Ads has reportedly introduced brand inclusion controls to Standard Shopping campaigns, a feature previously available only in Performance Max and AI Max campaigns. This update aims to simplify campaign management by reducing reliance on search query scripts to exclude non-brand searches. However, Google clarified that brand inclusions are not currently supported in Standard Shopping or Performance Max campaigns, only brand exclusions in Performance Max. The feature was highlighted by industry expert Ryan Parkes on LinkedIn.

Optimixed’s Overview: Enhancing Google Ads Shopping Campaigns with Brand Control Features

Introduction of Brand Inclusion in Shopping Campaigns

Google Ads has been evolving its advertising tools to give marketers more precise control over their campaigns. Recently, there was a buzz around the introduction of brand inclusion support for Standard Shopping campaigns, which previously was a capability limited to Performance Max (PMax) and AI Max campaigns.

Clarification on Current Feature Availability

  • Despite initial reports, Google confirmed that brand inclusions are not yet supported in Standard Shopping or Performance Max campaigns.
  • Brand exclusions remain available in Performance Max campaigns, providing some level of brand control.
  • The confusion arose from user observations and LinkedIn discussions led by PPC expert Ryan Parkes.

Practical Implications for Advertisers

If implemented, brand inclusion would simplify campaign management by:

  • Allowing direct control over which brands are included in Standard Shopping campaign ad groups.
  • Reducing the need for complex search query scripts that exclude non-brand traffic.
  • Potentially improving campaign targeting and performance by focusing on specific brand-related searches.

Conclusion

While the brand inclusion feature for Standard Shopping campaigns is highly anticipated, advertisers should note that it is not currently active. Staying updated on Google Ads announcements and community insights will help marketers leverage new controls as they become available.