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Brand Exclusion.
PMax brand cannibalization fix
Brand exclusion is a Performance Max (PMax) and Demand Gen setting that prevents the campaign from serving on specific brand names or queries. It's the primary mechanism for stopping PMax from cannibalizing brand search.
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By default, PMax also serves on brand queries. This drops the brand search campaign's impression share and makes PMax look like it's producing extra conversions. Brand exclusion lists prevent this.
Where to set: Campaign → Settings → Brand exclusions. Add brand name + typical variants + spelling errors. The list applies across both Search and Shopping inventory's brand queries.
Example: For "d-dat" brand, the brand exclusion list would include:
d-dat, ddat, d dat, data driven ai technologies. After adding, PMax stops serving on these queries; brand search campaign cleans up.