Manage a brand list

To direct specific brand traffic to your Search and Performance Max campaigns, you first need to create a brand list. Brand lists can include your own brand, competitors, or any brands within the Google Ads library. You create brand lists at the account level and apply them to individual campaigns.

This article explains how to create, edit, and remove brand lists. There are additional resources if you need to manage brands, apply brand exclusions, apply brand restrictions, and more. Learn more About brand settings for Search and Performance Max.

Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Create a brand list

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Brand lists.
4. If you don’t have an existing brand list for this account, click Create a brand list. If you have an existing brand list for this account, click the plus button .
5. Enter the name of your brand list.
6. Add the brands you want to include in your list.
7. Click Save.

Your newly created brand list should now be listed in the table. This table will display your brand lists, the number of brands in the lists, and the number of campaigns the brand lists are applied to.

View your brand list

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Brand lists.
4. Select the brand list you wish to view.

Edit the name of your brand list

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Brand lists.
4. Select the brand list you wish to edit.
5. Click the pencil button on the top left of the brand list.
6. Update your brand list name.
7. Click Save.

Remove a brand from your list

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Brand lists.
4. Select the brand list you wish to edit.
5. Click the pencil button on the top left of the brand list table.
6. Click the X next to the names of the brands you'd like to remove.
   • If the brand you're selecting to remove is currently under review, a pop-up will appear to notify you that this will also cancel your request for this brand to be added to the Google Ad’s brand library. If you'd like to proceed, click Remove brand.
7. Click Save.

Related links

• About brand settings for Search and Performance Max
• Manage brands within your brand list
• Apply brand exclusions to Performance Max campaigns
• Apply brand restrictions to Search campaigns