Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Google is making changes to how businesses present themselves in Google Ads. Starting in March, all advertisers must officially document their business name and logo, or Google will automatically select them based on performance data from past campaigns. This new policy is part of Google’s effort to create a more consistent brand experience across its advertising platforms and give businesses more control over how they’re represented online.
Why This is Important?
Google Ads is one of the most powerful tools for businesses to get noticed, offering immediate visibility to potential customers searching for specific products or services. The platform allows businesses to target users based on factors such as search intent, location, and even behavior. However, how your brand appears in ads is just as important as the message. Clear and consistent brand guidelines help create trust, build recognition, and increase the effectiveness of your ads. Without defined brand guidelines, businesses risk losing control over their image, which could impact customer perceptions and ad performance.
What Businesses Need to Do?
To ensure their brand is represented correctly, businesses must update their brand guidelines by March. This includes ensuring that their business name and logo are clearly defined. If no action is taken, Google will automatically choose the “top-performing” business name and logo based on campaign data, which could lead to branding that doesn’t align with the business’s identity. Taking the time to review and update brand guidelines will ensure that your business maintains control over how it is seen across Google’s advertising network.
In summary, the new policy gives businesses the chance to define their brand identity more clearly while maintaining control. Advertisers should take action now to avoid any automatic changes and ensure their branding stays consistent across Google Ads platforms.
