With brand guidelines, you can control how your brand is represented in your Performance Max campaign automated assets or formats. You’ll be able to easily upload the following customisations in the same place once per campaign:
- Brand font
- Brand colour
- Business name
- Logo assets (1–5 images)
Your Performance Max campaigns use Google AI to infer key brand elements using your final URL. You’ll be able to review the brand information that Google infers, then can fine-tune your brand guidelines based on your brand and campaign goals.
In this article
Eligibility (beta)
Brand guidelines are rolling out globally to advertisers who meet the criteria outlined below. If you’re unable to use brand guidelines in your campaigns, these features may not be available to you yet.
Advertiser requirements
- You’re using the Google Ads interface in English
- You’re using the Performance Max campaign type
How it works
You can utilise brand guidelines to input your brand information in your Performance Max campaign. Your brand guidelines exist at a campaign level and can be modified during or after campaign constructions. Below are the brand assets and controls found in your brand guidelines.
Brand assets
| Brand assets | Status |
| Business name | Required |
| Logos (up to 5) | Required |
Brand controls
| Brand controls | Status | Eligible formats |
| Primary and secondary colours | Optional |
|
| Font | Optional |
|
Your brand guidelines may help you:
- Represent your brand consistently across automated assets and formats
- Reuse assets and controls relevant to your brand identity across campaigns
Google will do its best to apply your brand guidelines where eligible. However, not every creative type will support rendering with your specific brand guidelines.
Access your brand guidelines
You can access your brand guidelines during and after campaign construction. Follow the steps below to learn more.
- When creating an asset group within campaign construction
- When creating a new asset group after campaign construction
- When editing an existing asset group
Brand guidelines pre-filled values
The first time that you use a final URL, Google will infer your brand guidelines from your final URL. If Google successfully detects a business name and logo from your final URL, these assets will be pre-filled by default. All subsequent times that you reuse the same final URL, Google will reuse your most recently used brand profile inputs.
| Brand asset | Default value |
| Business name |
Pre-filled based on your final URL If you’ve used the final URL for existing brand guidelines, Google will default to your most recently used business name. |
| Logo |
Pre-filled based on your final URL If you’ve used the final URL for existing brand guidelines, Google will default to your most recently used set of logos. |
Brand guidelines optional values
Your brand guidelines have optional inputs, font and colours for more control over your brand. These controls allow you to represent your brand accurately across auto-generated videos on YouTube and responsive display ad formats on the Google Display Network.
Google AI will infer font and colours from your final URL and recommend them to you in the UI. However, you will have to manually confirm or modify these values. If you can’t find these recommendations, Google AI may not have been able to detect font or colour recommendations from your final URL. All subsequent times that you use a given final URL, the most recently used brand controls associated with your final URL will be applied automatically.
| Brand control | Default value |
| Colours |
Primary and secondary colour based on your final URL If you’ve used the final URL for existing brand guidelines, Google will default to your most recently used primary and secondary colour. |
| Font |
Font based on your final URL If you’ve used the final URL for existing brand guidelines, Google will default to your most recently used font. |
