In some select accounts, we also have control over which fonts Google will use for our ads.
These are usually displayed alongside the color-coded controls.
In the image below, you can see the entire list of fonts offered by Google. It’s less customizable than the other functions in the brand guidelines, but I’ll almost guarantee you’ll be able to find something that’s at least close to what you’re currently using.
4. Ad copy tone and messaging signals
The latest set of controls is designed to help Google Draft ad copy that best fits your tone, impact, and messaging.
These features are so new that I don’t have them available in my accounts yet, so we’ll be relying on our friends over at Search Engine Land. A preview of what they might look like.
In the image below, you can see that there are two main parts to these controls:
Terminal discharge Google seems to have similar negative keywords, meaning you enter terms or phrases that you don’t want Google to use in your ads here. The example shows “cheap” or “low cost”, which would indicate that your brand should not be seen as cheap or a bargain. If there are terms you need to stay away from, either from an aesthetic, positioning, or even legal standpoint, this is where you’ll add them.
Messaging restrictions Allows you to add up to 40 different instructions to Google. It sounds more conversational, as if you’re talking to a creative team making ads for you (who are… like you). Here, you can add things like “Avoid implying our products are cheap, discounted, or a bargain,” mirroring the exclusion above. But you can also say things like “Use capitalization for our brand name: the name of the organization (not the name of the organization) to help drive home these brand guidelines.” With 40 different guidelines (300 characters each available), it looks like Google thinks this is acceptable.
Where do they work?
- Maximum performance: Since this feature is only compatible with campaigns that use text customization, Performance Max is one of two places where it can be used. These settings will be live at the campaign level.
- Search ads using AI Max: This setting will persist at the campaign level for AI Max campaigns that are selected in Text Customization.
Takeaways with brand guidelines
Overall, Google’s built-in AI features can really help you see strong performance from your campaigns, but if you’re leveraging Google’s features to help create your ads, it’s important to make sure you have control over how your brand is being delivered.
Just a few things to keep in mind before diving in:
- The brand guidelines are divided into: Unfortunately, not all brand guidelines live at the account level. Instead, they’re at the campaign level, so make sure you have all the controls you need across your account.
- Advice, not absolutes: Additionally, brand guidelines are not hard and fast rules. Google will take them into account, but things will not be correct.
- Only as strong as your input: Even if they’re not perfect, just like everything else in the machine learning era, the better information you put in, the better results you’ll get.
Take full advantage of all brand guidelines, and you’ll see the best on-brand results you could ask for from Google. These controls may not be absolute, but they’re incredibly better than in the past and are a big step toward overcoming brands’ reluctance to take advantage of automation. For more ways to improve your search strategy, see how our solutions can help!