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.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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