Overview
Performance Max (PMAX) campaigns can be a powerful way to reach customers across Google’s full advertising network - Search, YouTube, Display, Gmail, and Discover - using automation and machine learning.
However, because of how PMAX dynamically targets search queries, it can also trigger branded keywords even if the Marketing Partner (MP) didn’t manually add them. This creates brand bidding violations that can lead to removal from an offer or the GiddyUp Network.
Why PMAX Is Different
Unlike standard Google Search campaigns, PMAX doesn’t rely solely on manually selected keywords.
Instead, it uses:
Creative assets (headlines, descriptions, images, videos)
Audience signals (demographics, interests, behaviors)
Landing page content (text and metadata crawled by Google’s algorithm)
From these inputs, Google automatically determines which search queries or placements are most likely to convert.
How Brand Bidding Happens Accidentally
Even if you never type in a brand name, PMAX can still match your ad to branded searches. Here’s how:
Cause | What Happens | Example |
Branded terms appear on your landing page | Google’s crawler sees the brand and assumes your ad is relevant to branded searches. | LP mentions “Pulsetto” or “PhotoStick” in text or URL. |
You use a GiddyUp or brand-owned landing page (GU LP) | The domain itself signals to Google that your ad is connected to the brand. | LP URL: getshinysmileveneers.com/... |
Branded logos or images are in your ad assets | Visual cues can increase brand association in PMAX’s learning model. | Product box or brand name shown in creative. |
Algorithm learns conversions come from brand traffic | PMAX optimizes automatically toward those queries, even if not added manually. | Ads start showing for “Shiny Smile Veneers” after early sales data. |
Why This Is a Problem
Even if the match is “automatic,” brand bidding is still a violation.
Bidding on (or being matched to) branded search terms:
Creates unfair competition against the brand’s own ads
Confuses customers about who is the official seller
Violates GiddyUp’s compliance policy and partner agreements
Violations will result in:
Immediate removal from the offer
Payout holds for conversions tied to branded keywords
Possible suspension from the GiddyUp Network
How to Prevent PMAX Brand Bidding
To stay compliant and protect your partnership:
Use a Brand Exclusion List.
Add brand and product names (and common misspellings) as exclusions in your PMAX campaign.
Example: “Pulsetto,” “PhotoStick,” “Shiny Smile,” etc.
Use only generic landing pages.
Avoid GU LPs or any domain containing the brand name.
Use neutral pre-sell pages that focus on benefits, not the brand itself.
Check Search Term Insights regularly.
In Google Ads → Insights → Search Terms → Review what queries are triggering your ads.
Remove any brand-related queries that appear.
Keep creatives neutral.
Don’t use brand names, product packaging, or trademarked visuals.
Generic: “Top-Rated Teeth Whitening Kit” ✅
Branded: “Shiny Smile Veneers Official Kit” ❌
If You’re Unsure
If you’re running a PMAX campaign and aren’t certain whether it’s compliant:
Review your Search Term Insights report.
Submit questions or evidence to compliance@giddyup.io before scaling your campaign.
Our compliance team can help confirm whether your setup meets requirements.
Summary
Do | Don’t |
Exclude brand names in PMAX settings | Assume PMAX won’t match brand terms automatically |
Use generic LPs | Use GU or brand-owned LPs |
Monitor Search Term Insights | Ignore auto-generated matches |
Ask Compliance for help early | Wait until after a violation occurs |