Google rolls out brand guidelines settings for Performance Max campaigns, first announced in Mayallowing advertisers to customize elements such as business names, logos, colors and fonts.

How it works.

• Advertisers can adapt their ad creatives to better align with their brand identity.
• The feature is currently available in select accounts, with a wider rollout underway.
• Helps ensure consistent branding across all Google ad placements, including YouTube and display.

Why we care. This new feature gives more control over how your brand identity is represented across Google’s advertising network, potentially improving campaign performance and consistency.

The trap. There appear to be some minor inconsistencies in the app’s help documentation and settings, particularly regarding the use of color and font in YouTube videos and display ads.

Seen for the first time. PPC expert Dario Zannoni, noted that he saw this feature in his account on LinkedIn:

What to watch. If this feature leads to measurable performance improvements for advertisers who leverage it in their Performance Max campaigns.

Bottom line. By giving advertisers more control over their brand representation, Google positions Performance Max as a more versatile and customizable campaign type.