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Google Ads Brand Safety Control

Google Ads Brand Safety Control

Did you know that not all ad impressions in programmatic advertising channels are never seen by humans? As an advertiser, this statistic might leave you pondering about the safety and visibility of your ads, especially when using platforms like Google Ads.

It’s no secret that Google dominates the digital advertising industry, but recent allegations concerning ads appearing on inappropriate non-Google websites have understandably raised some eyebrows. While Google has provided temporary solutions, you might be wondering what other measures are in the pipeline to ensure your brand’s reputation remains unscathed.

In this article, we’ll explore the existing and upcoming safety controls, to help you navigate the turbulent waters of brand safety.

Understanding Google Ads Brand Safety

To fully grasp Google Ads’ brand safety measures, it’s crucial to understand the array of tools and resources available to advertisers to ensure their ads only appear alongside content that aligns with their brand values. The impact of brand safety on consumer trust is significant. When you see a trusted brand’s ad on a controversial site, it could make you question their values and integrity. Hence, maintaining brand safety is essential.

However, ensuring brand safety in digital advertising doesn’t come without challenges. It’s like navigating a minefield, trying to avoid content that could potentially harm your brand’s reputation. But don’t worry, Google is actively refining its brand safety controls.

Enter Artificial Intelligence (AI). The role of AI in enhancing brand safety measures is becoming increasingly prominent. AI can analyze vast amounts of data quickly, identifying potential risks and stopping your ad from appearing on inappropriate sites. Google is leveraging AI to improve its brand safety measures, providing you with better tools to protect your brand, and ultimately, your consumer’s trust.

Importance of Brand Safety in Advertising

While it’s easy to get caught up in the whirlwind of strategies and metrics in advertising, don’t underestimate the significance of brand safety. The impact of brand safety on consumer trust is enormous. It’s not just about keeping your ads off inappropriate sites; it’s about maintaining a consistent, positive brand image. When your ads appear in the wrong places, it can erode trust in your brand, negatively affecting your consumer relationships and overall reputation.

Consequences of brand safety breaches can range from mild to catastrophic. They could lead to decreased customer loyalty, tarnished brand image, or even legal repercussions. So, it’s not something to take lightly. In fact, maintaining brand safety should be a cornerstone of your advertising strategy.

Importance of Brand Safety in Advertising

Strategies for maintaining brand reputation in the face of potential brand safety breaches might include carefully controlling where your ads appear, using negative keywords to avoid certain contexts, and regularly monitoring your ad placements. Remember, each time your ad appears, it’s an opportunity to either build or harm your brand’s reputation.

Hence, ensuring brand safety isn’t just important, it’s critical.

Google’s Measures for Brand Protection

In light of the importance of maintaining brand safety in advertising, let’s explore how Google is stepping up with measures to protect your brand’s reputation.

Google’s brand safety features are designed to help you navigate the challenges in brand protection.

Google offers features like content labels and inventory type options. Content labels on YouTube and Google Display Network (GDN) allow you to select the maturity level of content where your ads appear. Inventory type options enable you to choose content suitable for your brand, ensuring brand reputation.

Google also provides sensitive content categories for the exclusion of certain types of content such as tragedy and conflict. You can even exclude up to 1000 content keywords to prevent your ads from showing on content related to those keywords.

Utilizing Google Ads Safety Settings

Navigating the Google Ads safety settings is crucial for maintaining your brand’s reputation and preventing any undesirable content associations. These settings act as your first line of defense, ensuring your ads don’t appear next to inappropriate or unrelated content.

You’ve got a variety of tools at your disposal for optimizing campaigns. Use negative keywords to avoid triggering ads for certain search terms. Leverage the power of placement exclusions to block specific sites or channels. These strategies not only safeguard your brand reputation but also enhance the effectiveness of your campaigns.

Monitoring performance is another key aspect of utilizing Google Ads safety settings. Regularly review your placement reports to see where your ads are appearing. If you spot any red flags, you can make immediate adjustments.

Lastly, don’t overlook the importance of suitability controls. These allow you to dictate the maturity level of content your ads are associated with, giving you an additional layer of brand safety control.

Best Practices for Maximizing Brand Safety

Ensuring optimal brand safety calls for deliberate, strategic steps that maximize the use of Google Ads’ safety controls and resources.

The first step is implementing effective filtering. This means using the various controls available to you, such as account-level negative keywords and placement exclusions. These tools help prevent your ads from appearing on inappropriate content, safeguarding your brand’s reputation.

Excluding Google Ads Placements

Transparency and accountability are also crucial in maximizing brand safety. Google Ads provides detailed placement reports, allowing you to see exactly where your ads are appearing. This transparency enables you to make informed decisions about whether a site or app aligns with your brand’s values and reputation.


Google Ads can be a powerful tool for your brand, but it’s crucial to ensure your ads don’t appear on inappropriate websites. By understanding and utilizing Google’s safety controls, you can protect your brand’s reputation.

Remember to regularly review your safety settings and stay informed about new features and enhancements.

Your brand is your biggest asset, make sure it’s safeguarded with these best practices.