Build a brand ad management plan
BrandGuardUpdated
Use one workflow: observe the search, classify the advertiser, choose a rule and measure the outcome. Keep policy enforcement separate from advertising performance.
On this page
A four-step workflow
| Step | Decision | Record |
|---|---|---|
| Observe | Which terms, places, devices and times matter? | Search evidence and coverage gaps. |
| Classify | Own brand, verified partner, other advertiser or unresolved? | Domain evidence and partner records. |
| Control | When should your brand terms remain eligible? | Campaign, exclusions, rule and approval. |
| Measure | Did the rule improve net results? | Paid plus organic outcomes, costs and changes. |
Observe
- Decision
- Which terms, places, devices and times matter?
- Record
- Search evidence and coverage gaps.
Classify
- Decision
- Own brand, verified partner, other advertiser or unresolved?
- Record
- Domain evidence and partner records.
Control
- Decision
- When should your brand terms remain eligible?
- Record
- Campaign, exclusions, rule and approval.
Measure
- Decision
- Did the rule improve net results?
- Record
- Paid plus organic outcomes, costs and changes.
What BrandGuard changes
BrandGuard operates on your selected campaign and negative keyword list. It does not change a competitor’s campaign or guarantee position. In Watchlist → Authorized Domains, choose whether authorised domains affect reporting only or are also ignored by automation. This choice applies across the workspace.
Review exceptions
Include missing evidence, lost Google access, campaign changes and uncertain advertiser identity in the review. Compare like-for-like traffic when checking performance; campaign overlap is not evidence of bidding against yourself.