Decoding An Interesting Option for Brand-only Search Campaigns: Broad Match with Brand Restriction

As an SEM expert or paid search professional working for a brand/business, you have probably stuck to the safe side when it comes to running brand-only search campaigns. 

Sticking to phrase match is like taking a leisurely stroll in the park with an old friend; you know the conversations, the situations, and the banter. 

It’s safe, controlled, and sure; it works.

But here’s the thing:

• What if that “safe” approach is actually costing you visibility?
• What if you’re missing out on high-intent brand searches simply because your match type was too narrow?
• What if there’s a smarter, leaner way to boost performance without driving up costs?

Well, here’s a little-known trick up every savvy PPC marketer’s sleeve: a not-so-obvious alternative to standard brand campaigns that expands your reach without compromising control. With 13+ years of experience and expertise in the Search Engine Marketing arena, we do have the nuggets of practical wisdom you seek!

Let’s dive into a compelling, lesser-known feature in Google Ads: Broad Match with Brand Restrictions. 

Let’s unpack what it is, how it works, and why it might be the brand campaign breakthrough you didn’t know you needed.

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The way it was and why it’s not enough to stick to the phrase or exact match 

Most digital marketers, not unlike you and us, running brand campaigns default to phrase match or exact match for brand terms. 

It’s a tried-and-true tactic. Your ads only show when users search for your brand or close variations of it, ensuring high relevance and reducing wasted spend.

But this precision can sometimes be too limiting.

Let’s understand this with an example. 

Suppose, you only want to show up for searches explicitly mentioning your brand name, like “Zylo CRM pricing” or “Zylo support number.”

But here’s the catch: Phrase match plays it too safe.

What happens when someone searches for something like:

“Which is better, Zylo CRM or HubSpot?”

“Zylo CRM for freelancers”

“Best alternatives to Salesforce like Zylo”

These are clearly brand-intent queries, but they don’t always match the phrase format you’ve set up. And that means you’re missing out on clicks, on conversions, and on conversations that could move the needle.

Exploring broad match with brand restriction – The best of both worlds

Google Ads came up with a stellar solution by rolling out this recent feature (Broad Match keywords + Brand Inclusion filter), an alternative to standard brand campaigns that allows you to unlock greater reach without compromising brand intent.

Let’s break that down.

• Broad Match opens the door to more query variations—think misspellings, synonyms, or user-generated phrasing.

• Brand Inclusion ensures your ads only trigger when your brand (or close variations of it) appears in the search query.

Wondering what that means? 

Well, you get the reach of Broad Match with the guardrails of phrase/exact match. That means increasing brand campaign visibility while still keeping things highly relevant.

Here’s what this setting looks like in the wild:

~ Here’s a quick screenshot of the setting in Google Ads

~ And the Brand Inclusion filter you can apply

Understanding why it’s a game-changer for brand campaigns

When applied strategically, this setting can breathe new life into your brand-only search campaigns. Here’s how this approach can turn the tables for your campaigns:

1. More visibility without compromise

Your brand ad shows up for a wider set of relevant searches that you’d otherwise miss with phrase match, like those tricky long-tail, question-based, or brand+comparison queries.

2. Smarter bidding for better ROI

This feature only works with Smart Bidding strategies like Maximize Conversions or Maximize Conversion Value. That means Google’s machine learning steps in to get you more qualified clicks for less, improving brand campaign ROI and helping with lowering brand campaign costs.

3. Control without the complexity

You’re not opening the floodgates. The Brand Inclusion filter ensures your ads only appear when users search with your brand in mind, keeping traffic intent high and irrelevant clicks low.

So, who should use this?

This alternative to standard brand campaigns is perfect for:

• Brands with high search volume looking to get more mileage from their existing brand interest

• E-commerce businesses where people search with intent, like “{Brand} shoes for runners”

• SaaS companies competing in crowded spaces where users often compare brands directly

• Marketers running brand awareness campaigns, aiming to capture more upper-funnel traffic with clear brand intent

Flipping the coin ~ Exploring the downsides

Like any tactic, there are things to watch out for. Here’s a quick cheat sheet:

How to set this feature up for you without tipping the apple cart

Here’s a quick how-to for launching this brand search campaign optimization technique without disrupting your current setup:

1. Duplicate your existing brand campaign.

2. In the new campaign, switch your match type to Broad Match.

3. Head to Settings > Brand Lists and apply Brand Inclusion.

4. Use Smart Bidding (Max Conversions or Max Conversion Value).

5. Add some negatives, because you know, just in case.

6. Voila! Let it run and watch performance closely for 2–4 weeks.

The road ahead

On that note, you might want to read some more about Google’s Meridian to know where to spend your marketing dollars without the guesswork.