PlaybookShopping & PMax5 min read

Brand terms inside PMax: should you exclude them?

When Performance Max bids on your own name, it can claim sales you would have had anyway. How to check.

Paid media teamMeta, TikTok and Google
Published15 Aug 2026

In short

  1. Read the search terms
  2. Add a brand exclusion
  3. Compare total revenue, not PMax ROAS
  4. Give it 3 weeks
  5. Decide on the blended numbers

This note is on the plan and not written yet. The summary above is what it will cover.

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