Advertisers spotted a new beta feature in Google’s Performance Max (PMax) campaigns that allows gender-based audience exclusions – giving marketers more granular control over targeting. It was first announced, as part of the Google Ads API v 21, last week.
Why we care. The gender exclusion option could help brands tailor messaging, product feeds, and creative for different audiences, potentially improving ROAS and conversion rates.
How it could be used:
- Separate campaigns for men’s and women’s products.
- More relevant ad copy and creatives per audience.
- Focused product feeds for higher shopping ad relevance.
Bottom line. If you have access to a Google Ads rep, now’s the time to ask to be added to this beta. Early movers could capture performance gains before rivals know the feature exists.
First seen. This update was first seen by Aleksejus Podpruginas, senior Google Ads campaigns specialist at Teleperformance.