The brand exclusion by format feature allows advertisers to block brand-related keywords in Search text ads while keeping them active in Shopping ads. This helps prevent ads from appearing when users search for branded terms in competitor campaigns, reducing wasted ad spend.
For example, if you sell Nike shoes, you can exclude "Nike" from Search ads to avoid competing with Nike’s official ads, but still allow Shopping ads to showcase your products. This provides better control over ad placements, ensuring Shopping ads reach high-intent buyers while avoiding unnecessary clicks on branded search terms.