Overview
Performance Max (PMAX) campaigns automate ad delivery across Google’s entire network. While this automation can drive scale, it also increases the risk of compliance violations when campaigns are not carefully configured.
Because PMAX relies on dynamic matching and machine learning, it can unintentionally trigger brand bidding and other restricted behaviors. This article outlines the most common PMAX compliance violations we see across the network and explains how they are handled when they occur.
1. Using a Brand-Owned or Restricted Landing Page
Violation:
Running a PMAX campaign that directs traffic to a brand-owned landing page or a restricted network-hosted landing page.
Why it matters:
When ads link directly to a branded domain, Google associates the campaign with that brand. This often causes ads to appear on branded or brand-intent searches, even if no branded keywords were intentionally added.
Example:
Ad URL links directly to a branded domain
Campaign serves on searches like “Buy [Brand]” or “[Brand] reviews”
Action Taken:
Immediate removal from the offer
Payout holds on conversions attributed to branded traffic
Repeated violations may result in network suspension
2. PMAX Automatically Matching to Brand Keywords
Violation:
A PMAX campaign dynamically matches to branded or brand-intent search terms due to missing or incomplete exclusions.
Why it matters:
Intent does not override outcome. Even if brand terms were not intentionally targeted, PMAX automation serving on branded searches is still considered brand bidding.
Example:
Search Term Insights show brand-related queries
Landing page is unbranded, but no brand exclusions were applied
Action Taken:
Removal from the offer if branded traffic volume is significant
Branded conversions may be excluded from payout
Compliance guidance provided for future campaign setup
3. Using Branded Assets or Copy in Creatives
Violation:
Including brand names, logos, product packaging, or trademarked terms in ad copy, images, or videos.
Why it matters:
PMAX uses creative assets as learning signals. When creatives include brand identifiers, Google’s system learns that the campaign is relevant to branded searches and will actively seek them.
Example:
Headline includes a brand or product name
Images or videos display branded packaging or logos
Action Taken:
Creative assets flagged for violation
Campaign paused or removed
Repeat offenses may lead to network suspension
4. Failing to Apply or Maintain Brand Exclusion Lists
Violation:
Launching or running PMAX campaigns without a brand exclusion list, or failing to update exclusions after launch.
Why it matters:
Without exclusions, PMAX is free to match ads to branded searches based on landing page signals, audience data, and historical performance.
Action Taken:
Compliance notification sent to the Marketing Partner
Required fixes before campaigns can relaunch
Continued non-compliance may result in payout holds or removal from the offer
5. Repeated or Egregious Violations
Violation:
Repeated use of PMAX campaigns that trigger branded queries despite prior warnings, guidance, or enforcement actions.
Why it matters:
Ongoing non-compliance undermines brand protection efforts, disrupts paid search strategy, and violates affiliate agreements.
Action Taken:
Permanent removal from the offer
Withholding of unpaid payouts tied to branded traffic
Possible suspension or termination from the network
How Compliance Violations Are Detected
The compliance team monitors PMAX activity using multiple verification methods, including:
Ad URL tracking and UTM analysis
Google search monitoring for branded and brand-intent queries
Campaign evidence such as screenshots, ad reports, and Search Term Insights
Evidence submitted directly by brands
All findings are verified, documented, and cross-checked against conversion data before any enforcement action is taken.
What Happens When a Violation Is Confirmed
Once a violation is confirmed:
A formal violation notice is sent to the Marketing Partner
The Marketing Partner is removed from the offer
Payouts tied to branded traffic are held
Repeat or severe cases may result in network suspension or termination
If You Believe a Violation Was Flagged in Error
If you believe your campaign was flagged incorrectly, submit the following for review:
Screenshots of Search Term Insights
Screenshots of your Brand Exclusion List
Campaign URL and landing page used
Send all materials to compliance@giddyup.io. The compliance team will review the evidence and confirm whether the violation stands or can be cleared.
Need Help Before Launch?
If you’re planning to launch a PMAX campaign and want to confirm compliance beforehand, contact:
Early review helps prevent violations and protects both your account and your payouts.