Google is rolling out a beta feature allowing advertisers to add negative keyword exclusions at the campaign level for Performance Max. But availability seems slow so far, according to advertisers we’ve spoken with.
Why it matters: Advertisers have long requested more control over keyword exclusions in Performance Max campaigns, which bundle multiple ad formats across Google’s properties. This update will help you have better control in preventing ads from showing up for irrelevant or unwanted search terms.
The details:
Darcy Buck’s question on X highlighted the curiosity around the feature: “Has negative keywords at the campaign level for PMAX rolled out for anyone?? ‘End of the year’ is coming up fast.” He cited the announcement that was made by Google earlier in the year:
Google Ads’ Liaison Ginny Marvin responded: “Hi Darcy, This has started rolling out in beta and will continue to expand in early 2025.”
Reality check: Despite the rollout announcement, advertisers report not seeing the feature in their accounts yet. If you are seeing it, reach out to us.
What’s next: If the beta proves successful, broader availability in 2025 could significantly improve ad targeting in Performance Max campaigns. For now, advertisers not seeing the update will need to keep in with the current method of adding negative exclusions to Performance Max campaigns – contacting your account manager.