About brand guidelines

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 customizations in the same place once per campaign:

  • Brand font
  • Brand color
  • 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 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


How it works

You can utilize 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 colors Optional
  • Autogenerated videos on YouTube
  • Responsive display ad formats on the Google Display Network
Font Optional
  • Autogenerated videos on YouTube
  • Responsive display ad formats on the Google Display Network

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.


Brand guidelines pre-filled values

The first time 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 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 colors, for more control over your brand. These controls allow you to represent your brand accurately across autogenerated videos on YouTube and responsive display ad formats on the Google Display Network.

Google AI will infer font and colors 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 color recommendations from your Final URL. All subsequent times 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
Colors

Primary and secondary color 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 color.

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.

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